We are looking for a Senior Web Analyst who will act as the analytical partner to various digital marketing teams and stakeholders.

This role goes beyond reporting. You will be responsible for:

• Identifying and interpreting GA4 data patterns
• Troubleshooting anomalies and tracking inconsistencies
• Recommending improvements to data collection and event design

You must be capable of diagnosing tracking issues and proposing precise improvements.

Key Responsibilities

• GA4 Data Pattern Analysis & Troubleshooting
  • Analyze behavioral and conversion patterns within GA4.
  • Detect anomalies, tracking gaps, and unexpected metric fluctuations.
  • Diagnose discrepancies between GA4, Adobe Analytics, and reporting outputs.
  • Investigate attribution inconsistencies and session/user irregularities.
  • Collaborate with various business units to resolve tracking issues.
• Data Collection Optimization
  • Evaluate existing event schemas, parameter usage, and tracking structure.
  • Recommend improvements to GA4 event design and naming conventions.
  • Propose enhanced tracking strategies to improve campaign measurement accuracy.
  • Identify missing data signals that limit marketing performance insights.
  • Provide structured documentation of tracking improvement proposals.
• Web Engagement& Attribution Analysis
  • Conduct funnel analysis, cohort analysis, and user journey mapping.
  • Develop attribution insights using GA4 and Adobe Analytics data.
  • Provide optimization recommendations backed by data.
• Experimentation & Insights
  • Design and evaluate A/B tests, including defining event-level success metrics, configuring conversion tracking, building audience comparisons, and analyzing variant performance using GA4 and AA.
  • Apply statistical validation methods to GA4 experiment data, including conversion rate comparison, uplift analysis, confidence interval interpretation, and variance assessment
  • Identify tracking distortions (e.g., sampling, session fragmentation, attribution shifts) and ensure conclusions are grounded in reliable event-level data. Clearly distinguish between tracking artifacts and true behavioral impact.
• Business Partnership
  • Act as a proactive analytics partner to internal/external stakeholders.
  • Clearly communicate technical tracking issues in business-friendly language.

• Requirements

  • 7+ years of experience in digital marketing analytics.
  • Deep hands-on expertisein GA4 (analysis + troubleshooting level).
  • Strong understanding of:
    • Event-based data models
    • Attribution logic
    • Session vs. user-level analysis
  • Experience diagnosing tracking issues in GA4.
  • Advanced SQL skills (Big Query preferred).
  • Working knowledge of GTM (conceptual troubleshooting capability).
  • Experience with Tableau or Looker Studio (consumption + light analysis).
  • Strong statistical and analytical skills.
  • Fluent English (C2 level, written and spoken).

• Preferred

  • German language skills.
  • Experience in campaign-heavy performance marketing environments.
  • Experience working closely with tracking implementation teams.
  • Familiarity with privacy frameworks (GDPR context).