The Google Analytics Marketing Manager

“What was the moment this product clicked?” — share yours

A marketing manager or digital marketer at a company of 10–200 people who is responsible for understanding how the website is performing and why. They are not a data person. They've been through the GA4 migration and have not recovered emotionally. They know enough to navigate the interface but not enough to build custom reports without three tabs of documentation open. They check analytics several times a week and leave most sessions with more questions than answers.

• →Know what's working and what isn't without needing an analyst to tell them
• →Attribute conversions to the campaigns that actually drove them
• →Share clean, credible traffic reports with leadership that don't require a footnote

• —GA4's interface, which feels like it was designed for people who already know the answer
• —Attribution that changes depending on the model and the date range
• —Sessions that can't be filtered by the dimensions they care about without a custom report
• —The gap between what GA shows and what their ad platforms show — and no way to reconcile it

• Data is only useful if you can act on it — a dashboard nobody understands is decoration
• Attribution is always a lie, but some lies are more useful than others
• The metric leadership asks about is rarely the metric that actually matters

Uses GA4 as their primary analytics tool. Also has data in Google Search Console, Google Ads, and Meta Ads Manager — none of which agree with each other. Checks analytics 3–4 times per week. Uses the standard reports more than Explorations because Explorations requires knowing what to ask. Has set up Goals (now "Key Events") once, with help from a developer. Has UTM parameters on most campaigns — not all. Sends a monthly traffic report to leadership using screenshots from GA4.

• →Plain-language insight summaries that surface what changed and why reduce the time
• →from login to understanding
• →Cross-channel attribution that accounts for ad platform data reduces the reconciliation confusion
• →Report templates for common marketing questions (landing page comparison,
• →campaign performance, traffic source trends) remove the custom report learning curve
• →Consistent conversion counting that doesn't change based on date range or model restores trust in the numbers

Pairs with `hubspot-primary-user` for the full marketing stack attribution and lead tracking workflow. Contrast with `data-analyst` to map the sophistication gap and the tools that serve each. Use with `canva-primary-user` for the small marketing team building and measuring their own content.