What Does a Digital Marketing Analyst Do?
A digital marketing analyst measures and interprets data from digital campaigns to help marketing teams understand what’s working and what isn’t. They track KPIs across multiple channels, including search, social, email, and display, using platforms like Google Analytics, Meta Ads Manager, and CRM tools. Their insights help guide budget allocation, content strategy, and customer acquisition tactics.
Beyond reporting, digital marketing analysts play a key role in campaign optimization. They evaluate metrics like cost per click (CPC), conversion rate, bounce rate, and ROI, and work closely with teams to refine targeting, improve messaging, and increase engagement. In many organizations, they also build dashboards, segment audiences, and run A/B tests to improve performance across digital channels.
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Digital Marketing Analyst Core Responsibilities
- Analyze website, ad, and campaign performance using GA4, Google Ads, and social media analytics
- Track key metrics such as CTR, bounce rate, conversion rate, and customer acquisition cost
- Build reports and dashboards for internal teams and stakeholders
- Monitor paid, organic, and referral traffic to assess marketing effectiveness
- Assist in A/B testing, user behavior tracking, and audience segmentation
- Collaborate with content, email, and SEO teams to guide campaign adjustments
- Ensure data integrity and proper tag setup using tools like Google Tag Manager
- Provide insights on marketing ROI and budget efficiency
Required Skills and Qualifications
Hard skills
- Proficiency with Google Analytics (including GA4), Google Tag Manager, and Google Ads
- Experience with data visualization tools (Looker Studio, Tableau, or Power BI)
- Familiarity with SEO, SEM, and social media analytics tools (e.g., Meta Business Suite)
- Basic knowledge of SQL, Excel, and/or marketing automation platforms (e.g., HubSpot, Marketo)
Soft skills
- Strong analytical and critical thinking skills
- Ability to translate data into actionable recommendations
- Communication skills for cross-functional collaboration
- Attention to detail and comfort working with numbers
Education
- Bachelor’s degree in marketing, statistics, data analytics, or a related field
Certifications
None required, but recommended certifications include Google Analytics Certification, Google Ads Search Certification, and HubSpot Marketing Software Certification.
Preferred Qualifications
- Experience managing multichannel attribution models
- Familiarity with HTML, UTM tracking, and e-commerce analytics
- Previous agency or cross-industry digital marketing experience
National Average Salary
Digital marketing analyst salaries vary by experience, industry, organization size, and geography. Click below to explore salaries by local market.
The average national salary for a Digital Marketing Analyst is:
$64,338
Sample Job Description Templates for Digital Marketing Analysts
Junior Digital Marketing Analyst
Position Overview
A junior digital marketing analyst supports the marketing team by collecting and reporting on performance data from digital campaigns. This entry-level role focuses on maintaining reports, tracking key metrics, and learning foundational tools like Google Analytics and Tag Manager.
Responsibilities
- Assist in tracking traffic, engagement, and conversion metrics
- Maintain and update standard performance reports and dashboards
- Pull data from platforms like GA4, Google Ads, and social media tools
- Help tag and test digital assets using Google Tag Manager
- Support A/B testing documentation and result analysis
Requirements
Hard skills
- Basic proficiency in Excel and Google Analytics
- Familiarity with digital marketing terms (CTR, bounce rate, CPC, etc.)
- Exposure to data visualization or marketing automation tools a plus
Soft skills
- Eagerness to learn and take feedback
- Detail-oriented with strong time management
- Clear communication and curiosity about data
Education
- Bachelor’s degree in marketing, analytics, or a related field
Certifications
- Google Analytics Certification (recommended)
- HubSpot Inbound Marketing Certification (recommended)
Preferred Qualifications
- Internship or academic project experience in digital analytics or marketing
Senior Digital Marketing Analyst
Position Overview
A senior digital marketing analyst leads data-driven decision-making across digital channels. They analyze multi-channel performance, develop insights to guide strategy, and collaborate with campaign owners to maximize ROI.
Responsibilities
- Analyze channel performance across search, social, display, and email
- Build and present insights to optimize campaign strategy and spend
- Manage attribution models and customer journey tracking
- Create dashboards and automated reporting tools
- Oversee data integrity, tagging, and conversion tracking
Requirements
Hard skills
- Advanced knowledge of GA4, Google Ads, and Looker Studio or Power BI
- Experience with multi-touch attribution and segmentation
- Strong Excel, SQL, or Python skills for deeper data analysis
Soft skills
- Ability to translate data into business insights
- Cross-functional collaboration with paid media, SEO, and CRM teams
- Strategic mindset with high attention to accuracy
Education
- Bachelor’s degree in marketing, statistics, or analytics
Certifications
- Google Ads Search Certification (recommended)
- Meta Ads Certification (recommended)
Preferred Qualifications
- Agency or high-volume campaign experience across industries
Lead Marketing Data Analyst
Position Overview
A lead marketing data analyst guides analytics strategy across digital campaigns. They mentor junior analysts, standardize measurement frameworks, and provide leadership with high-level reporting and insights to inform marketing decisions.
Responsibilities
- Define KPIs and analytics frameworks across digital channels
- Manage advanced reports for campaign performance and customer lifecycle
- Collaborate with marketing leadership to shape data strategy and priorities
- Oversee data cleanliness, tracking implementation, and platform integrations
- Mentor analysts and review reports before stakeholder delivery
Requirements
Hard skills
- Deep expertise in GA4, SQL, Looker Studio, and attribution modeling
- Familiarity with APIs or data connectors for marketing tools
- Strong grasp of UTM tracking and CRM-to-analytics integration
Soft skills
- Leadership and mentorship within analytics teams
- Ability to align data with marketing objectives
- Strong presentation and communication skills
Education
- Bachelor’s or master’s in analytics, data science, or related field
Certifications
- Google Marketing Platform Certification (recommended)
- Tableau or Power BI Certification (recommended)
Preferred Qualifications
- Experience implementing enterprise-level digital analytics systems
Digital Analytics Manager
Position Overview
The digital analytics manager leads the marketing analytics function, overseeing data strategy, team performance, and reporting infrastructure. This role ensures marketing campaigns are measurable, insight-driven, and aligned with broader business KPIs.
Responsibilities
- Manage a team of analysts and oversee daily reporting operations
- Define measurement strategies across paid, owned, and earned media
- Align analytics with business goals and executive reporting needs
- Ensure cross-platform data integration and accuracy
- Guide campaign testing, optimization, and budget allocation through analytics
Requirements
Hard skills
- Expertise in GA4, data visualization platforms, and SQL-based analysis
- Experience managing team output, dashboards, and executive-level KPIs
- Knowledge of CRM systems, UTM standards, and conversion funnel tracking
Soft skills
- Strategic leadership across marketing and business units
- Strong storytelling with data for executive audiences
- Project management and performance oversight
Education
- Bachelor’s or master’s in data analytics, marketing, or business intelligence
Certifications
- Google Analytics 4 Certification (recommended)
- Certified Digital Marketing Professional (CDMP) (recommended)
Preferred Qualifications
- Prior experience scaling a digital analytics team or building BI systems from scratch