Responsibilities

• Attribution Architecture and Strategy: Maintain and evolve our multi-touch attribution framework across paid media, organic, social, website interactions, phone calls, and CRM intake workflows.
• Define and enforce channel classification rules, naming conventions, and lead source hierarchies.
• Partner with Paid Media, SEO, and BI teams to ensure attribution logic matches real-world channel activity for Account Managers and Project Managers.
• Cross-Platform Tracking and Measurement: GA4 - Configure conversion events, parameters, and user properties to support multi-touch attribution.
• Maintain cross-domain tracking and resolve session stitching issues.
• Troubleshoot UTM and traffic inconsistencies.
• Implemented and maintain platform tracking: enhanced conversions, CAPI, offline conversion imports, click IDs, and lead form tracking.
• Ensure tracking alignment across platforms, GA4, and CRM systems.
• Websites: Collaborate with developers on data-layer enhancements, tagging updates, and server-side tracking setups.
• Test form submissions, CTAs, button clicks, and intake pathways (both desktop and mobile).

• Validate dynamic phone numbers, call tracking scripts, and funnel UX that affects attribution accuracy.
• Call Tracking: Configure CallRail numbers, source pools, routing logic, recording settings, and integrations with CRMs and ad platforms.
• Validate that calls are properly attributed, tagged, and passed into CRMs and ad platforms for offline conversion uploads.
• Monitor and resolve discrepancies in call tracking data versus CRM or GA4.
• CRM and Intake Tracking: Ensure attribution continuity from first touch through intake and revenue events.
• Map CRM fields to channel attribution fields (source, medium, campaign, keyword, etc.).
• Maintain automations for pushing/pulling lead, call, and revenue data between CRMs and ad platforms.
• Audit intake workflows and troubleshoot attribution breaks inside CRM environments.
• Data Flow, Automation, and Integrations: Use Zapier and direct APIs to build reliable, fault-tolerant attribution pipelines.
• Maintain automation logic for lead source stamping, multi-touch timeline enrichment, offline conversion and revenue uploads, and Data synchronization across web, CRM, and advertising platforms.