Over the last six years, I have worked both as a senior web analyst for a website development agency as well as a senior marketing analyst for an advertising agency. This combination has allowed me to acquire significant knowledge in not only the factors that determine a website’s performance, but also the KPIs through which to measure all the channels that constitute a website’s inbound traffic. In both roles, I was tasked with all tagging and tracking implementation, setting up monitoring through web analytics platforms, creating and delivering impactful and actionable reports, optimizing website conversion rates, and performing audits on existing web analytics and paid advertising accounts.