Web Analytics Manager

We are Generac, a leading energy technology company committed to powering a smarter world.

Over the 60 plus years of Generac’s history, we’ve been dedicated to energy innovation. From creating the home standby generator market category, to our current evolution into an energy technology solutions company, we continue to push new boundaries.

Primary Purpose 

The Web Analytics Manager is responsible for leading the strategy, execution, and continuous improvement of web analytics across the organization. This role serves as the primary owner of Google Analytics 4 (GA4) and oversees all aspects of website tagging, data governance, and performance measurement. With a deep understanding of digital behavior and analytics best practices, the manager drives data integrity, develops robust reporting frameworks, and uncovers actionable insights to inform business decisions. Working cross-functionally with marketing, product, development, and UX teams, the role also supports testing initiatives, fosters data-driven culture, and champions the use of analytics to enhance user experience, optimize conversions, and support strategic growth. 

Major Responsibilities  

Data Ownership & Management: 

• Serve as the primary owner and administrator for Google Analytics 4 (GA4) data. 

• Oversee the collection, organization, and maintenance of website tagging and tracking systems. 

• Ensure data accuracy, consistency, and integrity across all digital platforms. 

Website Tagging & Implementation: 

• Develop and maintain comprehensive tagging strategies to capture essential user interactions. 

• Collaborate with developers and digital marketing teams to implement new tags and tracking codes. 

• Audit existing tags and continuously optimize for data quality and performance. 

Data Analysis & Reporting: 

• Analyze website performance metrics to identify trends, patterns, and opportunities for improvement. 

• Create regular dashboards and detailed performance reports tailored to various stakeholders (e.g., marketing, product, executive teams). 

• Monitor key performance indicators (KPIs) and business-critical metrics to drive strategic decision-making. 

Consumer Insights & Behavior Analysis: 

• Conduct in-depth analysis of how consumers interact with the website to uncover behavioral trends. 

• Translate data findings into actionable insights that inform content strategy, UX/UI improvements, and conversion optimization. 

• Develop and communicate clear, data-driven recommendations to enhance the online customer experience. 

• Estimate the ROI of proposed actions and build business cases for the value of such actions. 

Testing & Experimentation: 

• Oversee the planning, execution, and analysis of A/B tests and multivariate experiments. 

• Collaborate with UX, product, and marketing teams to design experiments that validate hypotheses and improve site performance. 

• Track test outcomes and provide strategic recommendations based on findings. 

Collaboration & Strategy: 

• Work closely with cross-functional teams to ensure alignment between business goals and digital analytics. 

• Stay updated on industry trends and best practices in web analytics, data privacy, and digital marketing. 

• Drive the strategic use of