Traffic, Campaigns, and Conversion Audit for 2 Websites

Project Description:
We are looking for a professional with proven experience in Google Analytics 4, Google Tag Manager, and digital campaign tracking to perform a technical and strategic audit of our websites:
Project Objectives:
Traffic Audit

Analyze the origin of traffic and views (source, medium, campaign).

Identify the proportion of direct, organic, paid, or social traffic.

Investigate and explain any entries marked as (not set).

Campaign Tracking Review

Check if all active campaigns are properly tagged with UTM parameters.

Confirm if campaigns are converging on the correct destination URLs.

Detect any overlap, misconfiguration, or attribution loss.

Conversion & Performance Analysis

Review the current event and conversion setup in GA4.

Match conversions with their traffic origin (source/medium/campaign).

Determine the validity of each conversion, identifying any invalid or suspicious traffic.

Recommendations Report

Suggest improvements for campaign performance and conversion tracking.

Propose fixes for attribution issues or gaps in analytics setup.

Deliver a final report including:

Traffic sources breakdown

Validity analysis of conversions

Improvement suggestions for tracking, campaign alignment, and analytics configuration

✅ Deliverables:
Executive report (PDF or Slides format)

Optional: GA4 and GTM diagnostic screenshots

Recommendations clearly separated by priority (critical / recommended / optional)

💡 Ideal Candidate:
Strong knowledge of Google Analytics 4 (required)

Familiarity with UTM structures and digital campaign strategies

Experience auditing websites in health or education is a plus

Attention to detail and ability to explain findings clearly