What Does a Web Analytics Manager Do?
A web analytics manager leads the strategy, implementation, and optimization of website data tracking to help businesses understand user behavior, website performance, and digital marketing ROI. They manage analytics platforms, develop dashboards, and work cross-functionally with marketing, UX, and development teams to drive data-informed decisions.
This role is responsible for interpreting complex data sets and turning them into actionable insights that improve conversion rates, reduce bounce, and inform A/B testing strategies. Web analytics managers often lead the implementation of tools such as Google Analytics 4, Google Tag Manager, and Looker Studio, ensuring that tracking is accurate and aligned with business objectives.
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Web Analytics Manager Core Responsibilities
- Develop and maintain measurement frameworks and tracking plans for all digital channels
- Implement and manage analytics platforms such as Google Analytics 4, Adobe Analytics, or Mixpanel
- Create dashboards and reports to track KPIs, conversion funnels, and user journeys
- Conduct deep-dive analyses to identify website trends, performance issues, and optimization opportunities
- Collaborate with developers to ensure accurate tagging and data layer integrity
- Partner with marketing and UX teams to test and measure campaign and content effectiveness
- Monitor data integrity and resolve discrepancies in tracking setups
- Present findings to stakeholders and guide data-driven decision-making
Required Skills and Qualifications
Hard skills
- Expertise in Google Analytics (Universal and GA4), Google Tag Manager, and Looker Studio
- Strong knowledge of conversion rate optimization, funnel analysis, and attribution modeling
- Experience with SQL, BigQuery, or other data querying tools
- Ability to build and maintain real-time dashboards and automated reporting
- Understanding of cookie tracking, data privacy regulations (GDPR, CCPA), and site tagging frameworks
Soft skills
- Analytical mindset with a detail-oriented approach
- Effective communicator who can translate data into business insights
- Strong collaboration across marketing, development, and product teams
- Problem-solving and troubleshooting skills for data accuracy
- Ability to manage multiple projects with competing deadlines
Educational requirements
- Bachelor’s degree in marketing, data analytics, statistics, or a related field
- A master’s degree is a plus, but not required
Certifications
- Google Analytics Individual Qualification (GAIQ)
- Google Tag Manager Certification
- Optional: Adobe Analytics or Tableau certification
Preferred Qualifications
- Experience managing server-side tagging or Consent Mode
- Familiarity with A/B testing platforms (e.g., Optimizely, VWO)
- Background in eCommerce, SaaS, or lead generation analytics
- Knowledge of Python or R for advanced data modeling
National Average Salary
Web analytics professional salaries vary by experience, industry, organization size, and geography. Click below to explore salaries by local market.
The average national salary for a Position is:
$123,456
Sample Web Analytics Manager Job Descriptions
The first step when hiring a great web analytics manager is a well-crafted job description. Below are real-world examples to help give you the best chance of success on your recruiting journey.
Example 1: eCommerce Analytics Manager
Position Overview
An eCommerce analytics manager leads the measurement and optimization of online shopping performance across digital storefronts. This role focuses on identifying trends in customer behavior, tracking key commerce metrics, and informing conversion rate optimization strategies. The eCommerce analytics manager collaborates closely with merchandising, UX, and digital marketing teams to drive revenue through data-driven insights.
Responsibilities
- Monitor and analyze KPIs such as cart abandonment, AOV, conversion rate, and revenue per visitor
- Build and manage dashboards to track eCommerce funnel performance
- Identify and recommend optimizations to checkout flow, landing pages, and product listings
- Collaborate with UX designers to test site layout and content effectiveness
- Segment users by behavior and lifecycle stage to support personalization
- Partner with marketing and merchandising to measure promotions and campaign ROI
- Implement tagging and tracking plans across product pages and checkout flows
- Present insights to leadership on revenue opportunities and digital friction points
Requirements
Hard skills
- Advanced skills in Google Analytics 4, Looker Studio, and eCommerce tagging
- Experience with tools like Shopify, Magento, BigCommerce, or Salesforce Commerce Cloud
- Understanding of key eCommerce metrics and funnel visualization
- Familiarity with A/B testing platforms (e.g., VWO, Optimizely)
- SQL knowledge for querying transactional databases
Soft skills
- Detail-oriented with a conversion optimization mindset
- Strong collaboration with digital teams and merchandisers
- Communication skills for executive reporting
- Ability to identify quick wins as well as long-term strategic insights
Educational requirements
- Bachelor’s degree in data analytics, marketing, or business
- Master’s degree or MBA is a plus
Certifications
- Google Analytics Individual Qualification (GAIQ)
- Optional: Shopify Analytics or Adobe Analytics certification
Preferred Qualifications
- Experience in high-traffic retail or DTC environments
- Background in customer segmentation or CLV modeling
- Knowledge of GA4 ecommerce schema and event structure
Example 2: Marketing Analytics Manager
Position Overview
A marketing analytics manager measures the effectiveness of marketing campaigns and channels, providing actionable insights to improve ROI and customer acquisition. This role works at the intersection of marketing strategy and data science, evaluating media spend, attribution models, and lead quality. Marketing analytics managers help teams understand which tactics drive the best results and where to allocate resources.
Responsibilities
- Develop and manage dashboards that track campaign performance and channel effectiveness
- Analyze traffic sources, conversions, lead quality, and customer journeys
- Measure paid media, SEO, email, and social campaign outcomes
- Work with media buyers and marketers to optimize budget allocation
- Build attribution models and lead scoring systems
- Collaborate with CRM and sales teams to assess pipeline quality
- Perform pre- and post-campaign lift analysis
- Report findings to marketing leadership and recommend improvements
Requirements
Hard skills
- Proficiency in Google Analytics, Google Tag Manager, and reporting tools like Tableau or Power BI
- Knowledge of attribution models (first-touch, last-touch, multi-touch)
- Experience with CRM and marketing platforms like HubSpot, Salesforce, or Marketo
- Strong grasp of KPIs like CAC, CLV, ROAS, and cost-per-lead
- SQL or data querying skills preferred
Soft skills
- Strong business acumen and communication skills
- Ability to interpret complex data into clear, actionable steps
- Collaboration with creative, digital, and sales teams
- Curiosity-driven with a continuous optimization mindset
Educational requirements
Bachelor’s degree in marketing analytics, statistics, or related field
Certifications
- Google Analytics Certification
- HubSpot or Salesforce Marketing Cloud certification (optional)
Preferred Qualifications
- Experience in demand generation or lead-based marketing organizations
- Familiarity with Google Ads, Meta Ads, and LinkedIn reporting tools
- Advanced Excel or Python for marketing mix modeling
Example 3: Product Analytics Manager
Position Overview
A product analytics manager drives product improvement by analyzing user behavior and feature engagement across digital platforms. This role utilizes behavioral data to inform product development, prioritize features, and assess the impact of releases. Product analytics managers work closely with product managers, UX designers, and developers to ensure decisions are backed by evidence and aligned with user needs.
Responsibilities
- Track user interactions with features, pages, and workflows to identify usage patterns
- Define success metrics and KPIs for new product launches and iterations
- Collaborate with product teams to design experiments and measure outcomes
- Segment users by cohort, lifecycle stage, or engagement level
- Build dashboards and present data that informs roadmaps and prioritization
- Translate qualitative and quantitative data into actionable recommendations
- Support instrumentation planning and tag implementation with developers
- Lead analytics for product A/B tests and feature rollouts
Requirements
Hard skills
- Experience with product analytics tools (e.g., Mixpanel, Amplitude, Heap)
- Knowledge of funnel analysis, retention metrics, and feature adoption trends
- SQL proficiency and experience querying event-based data sets
- Familiarity with product management and Agile development processes
- Comfort with data visualization and behavioral segmentation
Soft skills
- Analytical thinker with a user-centric approach
- Collaborate with product managers, engineers, and design teams
- Strong storytelling skills with data
- Ability to balance short-term experiments with long-term trends
Educational requirements
Bachelor’s degree in data analytics, product management, or human-computer interaction
Certifications
Not required, but Mixpanel or Amplitude certification is a plus
Preferred Qualifications
- Background in SaaS or tech product environments
- Experience with feature flagging tools and experimentation platforms
- Understanding of NPS, churn modeling, or retention analysis