- Administer and architect the Google Tag Manager ecosystem, deploying, testing, and maintaining conversion pixels, event tags, and custom tracking scripts.
- Implement and maintain server-to-server tracking APIs, including Meta Conversions API, Google Enhanced Conversions, and TikTok Events API.
- Build and maintain workflows that upload offline conversion data, including Google GCLID tracking and CRM stage progression, to ad platforms.
- Audit ad operations infrastructure and fix data leaks, duplicate counting, broken tags, and misconfigured SDKs.
- Establish and enforce QA protocols for campaigns, landing pages, and website updates before media launches.
- Troubleshoot data discrepancies between ad platforms and internal analytics or CRM systems.
- Oversee the flow of first-party CRM and data warehouse data to paid platforms for audience creation, retargeting, and lookalike modeling.
- Define, document, and enforce UTM taxonomy and naming conventions.
- Translate performance marketing needs into technical requirements for development and engineering teams.
- Evaluate privacy changes and recommend technical solutions to maintain measurement accuracy.
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