Configured GA4 properties, data streams, and events using Google Tag Manager, in line with the business’s reporting needs.Working closely with cross-functional teams to ensure that GA4's new event-based data model was fully leveraged, improving the accuracy and depth of insights.Created a measurement framework to guide and support event tracking setup using GTM.Worked on defining Data Layer specifications and guiding the development team for proper implementation when… Show more Configured GA4 properties, data streams, and events using Google Tag Manager, in line with the business’s reporting needs.Working closely with cross-functional teams to ensure that GA4's new event-based data model was fully leveraged, improving the accuracy and depth of insights.Created a measurement framework to guide and support event tracking setup using GTM.Worked on defining Data Layer specifications and guiding the development team for proper implementation when required.Working with CSS selectors, and custom Java Script tags in the context of GTM for specific tracking requirements.Using the Data Layer to capture and push custom events and parameters to GA4, enabling advanced user behavior analysis.Actively using standard and exploration reports in GA4 for performance optimization.Creating reports and dashboards for cross-functional teams to gather and present insights and key takeaways from different campaigns.Active collaboration with channel owners to understand and optimize channel-specific insights with analytical data.Creating custom reports and dashboards for CMMs and performance marketing teams using Looker Studio. Also, worked on centralizing channel-specific reports in Metabase using Adverity as a connector.Collaborating with developers and marketers to implement third-party pixels and conversion tracking for Google Ads.Conducting regular audits to verify and validate data quality and enable data-driven decisions.Actively supporting the implementation of consent mode using One Trust. Show less