Sam Waters
Digital Analytics & Tracking Specialist
Dynamic Web Analytics and Tracking Specialist with expertise in Javascript, SQL, Node.js, and Python, adept at implementing robust tracking solutions and optimizing conversion rates to deliver actionable insights while ensuring data privacy compliance.
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Key Skills
Technologies & Platforms
Companies Worked For
iGaming/Affiliate
Agency
Core Competencies & Projects
GA4 Real-Time Alerts
Created a system that checks the volume of GA4 metrics and alerts users by email when significant drops are detected.
Automation Reporting
Automated regular reporting processes using Google Apps Script to pull data from various APIs.
Attributing Operator NDCs to Affiliate Meta Advertising
Used Meta offline conversions API to attribute NDCs from operators to affiliate advertising campaigns.
Finding Leads with Python
Built a tool that finds company director email addresses from XBRL tax account files.
Conversion Rate Optimisation (CRO)
Managed the end-to-end process of CRO including hypothesis creation, A/B test setup, and reporting results.
Facebook Conversions API Tracking
Set up Facebook Conversions API to improve attribution and optimization of Meta Ads campaigns.
Google Apps Scripts for Automation
Automated reporting processes using Google Apps Script to pull data from various APIs.
Server Side Tracking Implementation
Implemented server side tracking primarily using Google Cloud Platform for various analytics platforms.
GA4 Training Delivery
Delivered workshops on how to set up and use GA4 for internal teams and clients.
Ecommerce Tracking Implementation
Audited and implemented advanced ecommerce tracking for Google Analytics 4.
Datalayer Audit and Creation
Created a data model and implemented a datalayer for client websites, including enhanced ecommerce datalayer.
Dashboarding in Looker Studio
Created easy-to-use dashboards in Looker Studio based on client insight needs.
Custom Google Tag Manager Implementation
Developed custom tracking solutions in GTM to enhance data collection beyond standard event tracking.
Customer Journey Mapping
Analyzed customer journeys using data from various analytics platforms to identify optimization opportunities.
Marketing Attribution Analysis
Utilized Google Analytics for attribution modeling to evaluate the effectiveness of acquisition channels.
Heatmapping/Session Recording Analysis
Analyzed user interactions through heatmaps and session recordings to identify areas for website optimization.
Digital Analytics Strategy Consulting
Consulted on projects to ensure effective data collection and utilization strategies.
A/B Testing for Conversion Rate Improvement
Created and implemented A/B testing plans to drive incremental improvements in conversion rates.
Education
BSc
Newcastle University Business School
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Grade: 2.1
Glyn Technology School & Sixth Form
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References
References available upon request