Marketing Analytics & Attribution Spec..

Job Title: Marketing Analytics & Attribution Specialist

Job Summary
We are seeking a highly analytical and detail-oriented Marketing Analytics & Attribution Specialist to help track, measure, and optimize performance across all digital marketing initiatives. This role will be responsible for building and maintaining campaign attribution systems, conversion tracking infrastructure, and reporting dashboards that provide actionable insights into which marketing activities are generating the highest-quality leads.

The ideal candidate has deep experience with Google Ads, Organic Search performance measurement, Google Tag Manager, GA4, and Looker Studio reporting. This person will play a key role in helping leadership understand marketing ROI and guiding future budget and strategy decisions.

Key Responsibilities
Develop and manage a comprehensive marketing attribution and performance tracking strategy across all channels, including paid and organic efforts.
Monitor and evaluate which ads, keywords, campaigns, and content initiatives are producing the most leads and the best-qualified leads.
Set up and maintain conversion tracking systems to ensure marketing activities are accurately measured and reported.
Build and manage two versions of Google Looker Studio dashboards:
One for the marketing team (tactical and detailed)
One for executive leadership (high-level performance reporting)
Implement and optimize tracking using Google Tag Manager, including event tracking for key user actions such as form submissions, calls, and click behavior.
Support campaign tracking setup for Google Ads, including:
UTM strategy and campaign tagging
Lead quality tracking
Full-funnel attribution from first click through closed client outcomes
Configure and manage Offline Conversion Import and Enhanced Conversions for Leads, ensuring Google Ads can accurately attribute when a lead later becomes a qualified client. 

This includes:
Capturing and storing ad click identifiers such as GCLID, GBRAID, and WBRAID
Mapping lead and client lifecycle events back to the original ad interaction
Uploading conversion events through CSV, Google Ads Data Manager, API integrations, or partner connectors
Implementing enhanced conversion matching using hashed first-party identifiers (email/phone) to improve attribution and Smart Bidding optimization
Conduct regular audits of tracking accuracy across websites, landing pages, and advertising campaigns.
Provide ongoing insights and recommendations that influence marketing direction, including whether to increase budget, adjust targeting, or change course.
Collaborate closely with marketing leadership and technical teams to ensure performance measurement systems are scalable, accurate, and easy to interpret.

Required Skills & Qualifications
2–5+ years of experience in marketing analytics, attribution, digital performance, or campaign measurement.
Strong expertise in Google Ads, including campaign structure, conversion tracking, and optimization strategy.
Proven experience implementing:
Offline conversion tracking
Enhanced Conversions for Leads
Closed-loop reporting from lead to client outcome
Proficiency with:
Google Analytics 4 (GA4)
Google Tag Manager (GTM)
Google Looker Studio dashboard creation
Campaign attribution frameworks and lead source tracking
Experience measuring performance across both:
Paid Search (Google Ads)
Organic Search and SEO initiatives
Strong understanding of marketing KPIs, including CAC, CPL, ROAS, lead quality, and funnel performance.
Ability to translate complex data into clear, valuable insights for both marketing teams and executive leadership.

Preferred Qualifications
Familiarity with multi-touch attribution models and advanced reporting strategies
Knowledge of SEO platforms such as SEMrush, Ahrefs, or Screaming Frog
Experience working in a multi-campaign, multi-channel marketing environment

Work Style & Attributes
Highly organized and systems-focused
Strong analytical and problem-solving mindset
Comfortable working independently and owning tracking/reporting infrastructure
Able to communicate insights clearly to both technical and non-technical stakeholders
Passionate about using data to drive smarter marketing decisions

What Success Looks Like in This Role
Accurate tracking of all campaigns, ads, keywords, and marketing initiatives
Clear visibility into which efforts are generating the best leads and ROI
Executive-ready dashboards that support strategic decision-making
Improved marketing performance through actionable insights and optimization recommendations
Strong attribution systems that make reporting reliable and scalable

Tools & Access Provided
We will provide access to Google Analytics, Google Search Console, Google Ads, Agency Analytics, Diib.com, SE Rankings, and White Spark Rank Tracker.
 
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