Web Analyst (GA4 / Conversion )
Location: Remote
Employment Type: Full-Time
Experience: 5+ Years
Schedule: Must be available for overlap with Sydney hours, including availability from 2:00 PM AEST
Why this role matters
We're hiring someone to help take our client to the next level. This is not a freelance or contract role. You'll be all in with our team and our clients from day one.
We want a motivated person who lifts the team and inspires our clients. You have a can-do attitude. You believe every data problem can be solved, and you keep going until it is.
The role
You'll find out what users do once they land on a client's site, and why they don't convert. You'll spend most of your day in GA4 and behavioural tools like Hotjar, Contentsquare, FullStory or Microsoft Clarity. You'll also step back to spot trends and patterns, and explain what they mean for the client's business. You'll work closely with our senior CRO and CRO team.
Here's a typical task. A client's conversion rate dropped 15% last month. You work out which channel, device and landing page drove the drop. You check the ratios behind it, such as add-to-cart and checkout completion rates. Then you watch session recordings and heatmaps to see what users did. Then you write up the likely cause, what it's costing the client, and what to test. If the numbers look wrong, you check for a tracking issue first.
This role is not
We've had many applicants from adjacent fields. They're good backgrounds, but they're not this job. This role is not:
- A tracking or tag setup role. Our developers handle implementation.
- An A/B test build or development role. You'll analyse test results, but you won't build the tests.
- A UX or UI design role.
- A campaign, SEO, PPC or media reporting role. We care about what users do on the site, not how they got there.
- A data science role. Python, SQL and BigQuery aren't required. If you have them, tell us how they'd add to the skills below, not replace them
What you'll do
GA4 analysis (the core of the role)
- Build custom reports and explorations in GA4 to answer specific client questions.
- Build funnel and path explorations to find where users drop off.
- Create segments and comparisons, such as new vs returning, device, channel or landing page.
- Find which pages, sources or user groups explain a change in conversion rate.
Business-level analysis
- Spot trends and patterns over time, such as week-on-week, year-on-year and seasonal shifts.
- Work with ratios, not just totals. For example: conversion rate, average order value, revenue per user, add-to-cart rate, and cart-to-checkout and checkout completion rates.
- Tell a real change apart from noise or a shift in traffic mix.
- Link site metrics to business outcomes like revenue, leads and lead quality.
- Size opportunities. For example, what a 1% lift in checkout completion is worth to the client per year.
A/B test results and post-test analysis
This is critical to our business. We need to know why a test won or lost, not just that it did.
- Analyse A/B test results and report them clearly, including confidence and sample size.
- Break results down by segment, such as device, new vs returning, channel and landing page.
- Dig into secondary metrics and funnel steps to explain what changed in user behaviour.
- Use recordings and heatmaps of each variant to show why it won or lost.
- Turn the findings into clear next steps and new test ideas.
Behavioural and UX analysis
- Review session recordings, heatmaps and scroll maps to see what users actually do.
- Run heuristic reviews of client sites and funnels to spot likely conversion blockers.
- Check findings across GA4, behavioural tools and heuristics. Don't rely on one source.
Data quality
- Spot when data looks wrong, such as missing events, duplicates, thresholding or sampling.
- Work out whether it's a tracking issue.
- Brief our developers clearly so they can fix it. You won't do the fix yourself.
AI and automation
- Use AI tools to automate repeat work, such as reporting, data pulls and write-up drafts.
- Use AI for basic data analysis, such as summarising exports, spotting outliers and first-pass trend checks.
- Check every AI output before it's used. You own the accuracy, not the tool.
- Look for new ways AI can speed up how we work.
Communication
- Explain findings in plain English to the team and to clients.
- Present and defend your own ideas live, on calls and in meetings.
- Say so, politely, when you disagree.
- Say "I'm not sure yet" when that's the truth. Then go and find the answer.
- Double-check your findings before you share them.
- Produce clear, well-structured write-ups.
What we're looking for
Skills
- 5+ years working in the GA4 interface (or Universal Analytics before it) to answer conversion questions.
- Strong skills building custom reports, explorations and segments in GA4.
- Proven experience analysing A/B test results and explaining why tests won or lost.
- Strong business sense. You're comfortable with trends, ratios and commercial metrics, and can explain what they mean for revenue.
- Regular hands-on use of at least one behavioural tool: Hotjar, Contentsquare, FullStory or Microsoft Clarity.
- Advanced use of AI tools for automation, reporting and basic data analysis, with a habit of checking the output.
- Enough tracking knowledge to tell when data is wrong and explain the problem to a developer.
- Strong written and spoken English.
Attitude
- A curious mindset. You keep digging until you find the real answer, not the first plausible one.
- A can-do attitude. No data problem is too hard for you.
- You want to be part of a team long term and help it grow.
- Confidence to share your own ideas, disagree politely, and admit when you don't know yet.
- A habit of double-checking your work before you share it.
Nice-to-haves
- A tracking or tagging background, such as Google Tag Manager. Useful for debugging, but not what the role is about.
- Python, SQL or BigQuery skills, if you can show how they'd strengthen the GA4 and behavioural work above.
- Certifications in Contentsquare, Hotjar, FullStory or similar tools.
- CRO agency experience great to have but not necessary.
Logistics
- Full time, permanent. Not a freelance or contract role.
- Based locally or remote.
- If remote, you must be online by 2pm AEST/AEDT to overlap with our Sydney team.
How to apply
Please answer these seven questions in a loom video or something similar. Short, specific answers are best.
- A client's checkout conversion rate fell 20% in two weeks. List the first five things you'd check in GA4 and your behavioural tools, in order, and why.
- A client's sessions are up 30% year on year, but revenue is flat. Which ratios would you look at first, and what would each tell you?
- An A/B test on a product page finished flat overall. How would you work out what actually happened, and what would you recommend next?
- Describe a time something didn't look right in the data. How did you find the cause, and how did it get fixed?
- Describe a custom report or exploration you built in GA4. What question did it answer, and what did you find?
- Describe a time you found something unexpected by combining GA4 with a behavioural tool. How did you investigate it, and what did you recommend?
- Describe one way you use AI in your analysis or reporting work. How do you check its output?
