Web Analytics Specialist

Job Description

Position Title Web Analytics Specialist Department Insights & Data Group

Reports to Functional Lead Digital Analytics Location Madrid

Summary:

The Web Analytics Specialist plays a key role in enabling accurate and consistent digital measurement across the organisations websites and marketing channels. This is a hands-on role focused on tagging tracking measurement implementation and digital data governance. Working closely with Marketing and Commercial teams the role is responsible for understanding business requirements translating them into tracking specifications and ensuring that digital interactions campaigns customer journeys and conversion activities are measured effectively.

Key responsibilities:

Business Requirements & Measurement Design

Work closely with Marketing and Commercial teams to understand measurement requirements and business objectives.

Translate business requirements into tracking specifications and implementation requirements.

Define measurement approaches for campaigns customer journeys conversion funnels and digital experiences.

Support development and maintenance of event taxonomies channel definitions and tracking standards.

Advise stakeholders on tracking feasibility implementation approaches and measurement best practices.

Tag Management (GTM Matomo Tag Manager)

Work closely with Marketing and Commercial teams to understand measurement requirements and business objectives.

Translate business requirements into tracking specifications and implementation requirements.

Define measurement approaches for campaigns customer journeys conversion funnels and digital experiences.

Support development and maintenance of event taxonomies channel definitions and tracking standards.

Advise stakeholders on tracking feasibility implementation approaches and measurement best practices.

Matomo (Digital Analytics Platform)

Configure and maintain tracking setups custom reports event structures funnels and KPIs.

Define and standardize cross-site measurement frameworks within Matomo.

Implement advanced/custom tracking through Matomo Tag Manager where required.

Collaborate with BI teams to ensure proper data extraction for Trino/Iceberg and reporting downstream.

Support campaign measurement attribution analysis and conversion tracking requirements.

Monitor data quality and investigate tracking issues or data discrepancies.

Cookie Information (Consent Management Platform)

Ensure compliance of all tags and tracking behaviours with global privacy regulations.

Maintain consent-driven tag behaviour and maintain correct categorisation of marketing analytics and functional tags.

Collaborate with Legal/Compliance to ensure best practice cookie governance.

Cross-Platform Digital Analytics

Own and manage the end-to-end digital tracking lifecycle from requirements to deployment.

Support affiliate tracking attribution setup and marketing pixel strategies.

Collaborate with Engineering during CMS (WordPress) or infrastructure changes to ensure zero data loss.

Contribute to A/B testing and experimentation needs by integrating tracking for variants and experiences.

Requirements:

Experience with Google Tag Manager and digital tracking implementations. Experience with Matomo Google Analytics Adobe Analytics or similar analytics platforms. Strong understanding of tagging tracking attribution campaign measurement and customer

journey measurement. Experience gathering business requirements and translating them into tracking specifications. Familiarity with marketing pixels conversion tracking retargeting technologies and campaign

tagging methodologies. Ability to communicate complex technical topics to non-technical teams. Strong analytical mindset with excellent problem-solving and troubleshooting skills. Experience working with consent management platforms (CMPs) ideally Cookie Information. Ability to plan and manage tracking projects independently from concept to deployment. Familiarity with HTML JavaScript browser developer tools and debugging techniques

Nice to have: o Exposure to A/B testing platforms and experimentation design. o Experience working in WordPress environments or multi-brand website ecosystems. o Understanding of GDPR/CCPA compliance in the context of analytics.

The above list of duties is not exclusive or exhaustive and the post holder will be required to undertake tasks

that are reasonably expected within the scope and grading of the post.