DESIGNATIONS FOR A GOOGLE ANALYTICS PROFESSIONAL
To manage a successful Google Analytics account, a company needs a varied set of skills and capabilities. Due to these requirements, there are 4 major job profiles for Google Analytics:
1. Google Analytics Manager
This is the topmost profile among the 4. The manager is responsible for planning the account structure, strategizing the requirement of properties & views, finalising the goals of the website along with campaign managers, ensuring the implementation of tracking mechanism, planning the reporting structure for various purpose & teams, working closely with Google Analytics Analysts (Described later) in fetching out the data-driven actionable insights and accommodating the changes in the tracking & data collection process as per the business requirement. This role is the team lead role who is responsible for the end to end functioning of the Google Analytics team.
The ideal candidate for this role would be someone who has complete knowledge & experience in managing Google Analytics from end to end, expertise in data analysis, knowledge of Google Tag Manager (GTM) and experience in managing digital marketing campaigns (Though this isn’t mandatory, but having this experience will be useful in comprehending the requirement of campaign managers and serve them better).
2. Google Analytics Implementer
The major responsibility of Google Analytics Implementer are:
- Creating the Google Analytics Account as prescribed by the GA Manager.
- Implementing the GA tracking on the website and ensuring the appropriate tracking of metrics
- Creating views in each property and applying the filters as per requirement
- Creating goals as per the requirement. Destination goals need to be created in the GA account and event-based goals need to be created on GTM account. Ensure the tracking of goals.
- Integrating other accounts of Google such as Google Adwords, Google Webmaster etc.
- Implementing tracking codes of third-party platforms such as facebook pixel, LinkedIn tracking code etc.
- Integrating offline platforms such as CRM with Google Analytics to help Google Analytics Reporters (Described Later) to create customized metric & dimensions.
These jobs are more or less one time tasks. Most of the small & medium companies would outsource this job or merge with other roles, which however depends on the type of industry. In a typical marketing agency, this role would be one of the critical ones.
The ideal candidate for this role is someone who has a fair knowledge of Google analytics, stronghold on GTM, HTML, and javascript.
3. Google Analytics Reporter
The few responsibilities of this role are:
- Preparing daily, weekly, monthly, a quarterly and yearly report by fetching the data from Google Analytics and sharing the report to concerned people
- As per GA analysts’ requirement, fetch the data, process the data and prepare excel reports
- As per the requirement, create custom metric and dimension in GA with the help of GA implementer
- The ideal candidate should be familiar with the Google Analytics User Interface and expertise in Microsoft Excel.
4. Google Analytics Analyst
The major responsibilities of this role are:
- Checking the trends in the periodic reports shared GA reporter, analyze the data in statistical tools like Pareto chart, scatter diagram, hypothesis testing, etc. Give actionable insights based on the analysis.
- Conduct A/B testing for different campaigns and analyze the results statistically.
- Measure every small change done in campaigns to test their effectiveness and give the verdict whether the change is right or wrong.
-Anushree Srivastava
