CJLConnor J. Laughlin
IndexFile
ANALYTICS ARCHITECTURE

Marketing Analytics Architecture (GA4 + CRM)

Measurement rebuilt so attribution stopped lying.

  • RevOps and pipeline accountability
Exploded view of a tracking pixel showing layered grid components, dimension callouts, and a QR plate.
Fig. 25Tracking pixel · Plate 07 · TKPX-01

TLDR · 90 seconds

7 verticals
B2B content groupings
100%
UTM and GCLID capture in CRM
What it proves

I treat analytics as revenue infrastructure, not a downstream report.

The case

  1. 01The problem

    Reporting was polluted by mixed consumer and B2B traffic. UTM and GCLID capture was inconsistent. Attribution numbers led to bad decisions.

  2. 02What I built

    I rebuilt measurement from first principles: B2B audience segmentation, content groupings across 7 verticals, conversion event taxonomy, UTM and GCLID governance, hidden-field capture, and cross-domain tracking requirements.

  3. 03What changed

    Analytics became reliable enough to run RevOps off it. Lead source integrity held up to scrutiny.

  4. 04Why it mattered

    If attribution is wrong, every decision is wrong. The platform became trustworthy infrastructure.

  5. 05What it proves

    I treat analytics as revenue infrastructure, not a downstream report.

Proof

  • 7 verticalsB2B content groupingsattribution by solution line
  • 100%UTM and GCLID capture in CRMhidden-field requirements enforced at form layer

Systems built

  • B2B audience segmentation in GA4
  • Conversion event taxonomy (generate_lead, file_download, click_to_call, click_to_email)
  • UTM and GCLID hidden-field capture
  • Cross-domain and subdomain tracking requirements

Quick details

Scope

Audience segmentation → content groupings → event taxonomy → UTM/GCLID governance → cross-domain tracking requirements.

Stack

GA4 • GTM • WordPress • CRM (Zoho/Salesforce concepts)

Governance

Event and naming standards • hidden-field requirements • QA checklist • change control

Artifacts

Pages from the work. Redacted where it has to be.

GA4 event taxonomy worksheet with event names, triggers, parameters, and CRM mappings.
Fig. 26GA4 event taxonomy · Plate GA-EV-TAX-01
UTM and hidden-field capture specification document with parameter definitions, form schematic, and CRM mappings.
Fig. 27UTM capture spec · Plate UTM-SPEC-27

Governance notes

  • Event and naming standards versioned
  • Measurement QA built into release steps

In the interview

I treat analytics as infrastructure. If attribution is wrong, every decision built on it is wrong.

In a working session

A walk-through is the better unit. I will show redacted artifacts: process maps, KPI dictionaries, reporting packs, automation logs.

CONFIDENTIAL
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