Analytics, SEO & Tag Management

Much of this runs underneath the other sites here. I was central to moving a dozen high-profile university websites and donation services from Universal Analytics to GA4, coordinating the cutover across many stakeholders. For Blackbaud Luminate I built custom e-commerce tracking and Tag Manager scripting for donation reporting, and set up cross-domain tracking between the Alumni & Friends site and Luminate, so a donor's path across the whole ecosystem reported as one journey instead of two. I ran Matomo alongside GA4 and cross-checked the two. Tag Manager also carried our social pixels, and in a few cases it was the only way to add CSS or JavaScript to third-party sites we couldn't otherwise touch. I pushed for proper meta and OpenGraph tags so persistently that I ended up presenting on them to a department of about 200 people.