The Human Resources team has spent some time speaking to people in roles that require web analytics or who hire people with related skills. In this post we discuss benefits, challenges, and job-finding tips related to web analytics with Ashley Jakubczyk, an Advertising Manager for a mid-sized software technology company in the greater Seattle area who regularly uses analytics in her work.

Check out our hiring profile posts for other positions as well to gain more tips for succeeding in the work world!

What Skills and Experiences are Must-Haves for Someone in Web Analytics

Some tools that I frequently use:

  • Google Analytics
  • PowerBi
  • Facebook Ad Manager
  • Facebook Business Manager
  • Google Ad Manager
  • Google Ads (DFP)

Hard Skills:

  • Facebook Business Manager use, Social Media Advertising
  • Copywriting
  • Editing
  • Data Evaluation and Aggregation
  • Reporting, Campaign Reporting, Presentations

Soft Skills:

  • Discussion
  • Strategy
  • Negotiations
  • Creativity
  • Ideation/brainstorming

Common Interview Questions for a Web Analytics Candidate

  • How would you use data to determine campaign strategy for future projects?
  • Which key performance indicators (KPI) would you look for to determine campaign success?
  • How would you go about building a reporting dashboard using Google Analytics (GA)?
  • How do you use multiple data sources to determine success for a campaign? (ie: Google Analytics, Facebook Ad Manager)

Abilities and Experiences That Make Candidates Stand Out

I think like any field, hands-on experience and training are great to have. When I hire, I’m looking for people who have gone above and beyond what’s taught in classes. So, have they been GA Certified or done any of Google’s other free certifications? The intent to keep learning is always a standout in my opinion because I want my employees to continue to grow in their roles!

What She Loves Most About Working in Web Analytics

It’s super collaborative. I love that I get to work with my team, sharing data and results to help inform future campaigns and promotions.

What Challenges She Faces Day to Day

Platforms frequently have bugs or sometimes even break down. It can be frustrating when a site you don’t control, like Facebook, isn’t functioning properly and you aren’t able to get the data or accomplish the tasks that you need.

What Steps She Took to Secure a Job

I did a lot of networking and reached out to multiple professionals for informational interviews. Don’t be afraid to reach out to people on LinkedIn, even if it’s just to tell them that you admire their work and hope to have a career like theirs someday. Also, if you live in or near bigger cities, go to meet-ups and LinkedIn events! They’re often free or very affordable, and the connections you’ll make are invaluable.

What She Would Share with Students Hoping to Work in Web Analytics

It’s fun but can also be challenging. Just be willing to go with the flow and keep an open mind and you’ll do great.

Possible Job Titles for Web Analytics:

Analytics Specialist Analytics Consultant Manager, Marketing/Web Analytics Web Analytics Associate
Junior Analyst Director, Web Analytics Analytics Engineer Analytics Strategist
Senior Business Analyst Google Analytics Analytics Manager A‚Äčssociate Director, Web Analytics
Senior Accessibility Analyst Analytics Developer Transitional Specialist Analytics Analyst

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