Tyler Hawkes

My name is Tyler! I'm a data & web analytics specialist with over 5 years of experience in the industry. My work spans from small businesses to large high-level corporations such as Sports Illustrated, Triple Whale, & King Edward First, with clientele including Aston Martin. Throughout this period, I've honed my skills in auditing, implementing, reporting, analyzing, and interpreting complex data sets across multiple analytic platforms such as GA4, Hotjar, PostHog, Amplitude, and more. I pride myself on translating these datasets into actionable business insights for my clients around the world!

• Google Analytics Individual Certification
• Google Analytics 4 Certification
• Google Tag Manager Certification

Client Project: iFrame Form Submission Tracking: 

• Led as well as implemented a complex tracking integration for iFrame form submissions across 60+ websites using Google Tag Manager (GTM), involving the creation of a parent-child container strategy to accurately track user interactions within iFrame's, which typically evade standard tracking mechanisms.
• Developed and deployed custom HTML Tags in GTM for both parent and child containers, enabling seamless communication via postMessage for robust form submission tracking. This strategy directly impacted conversion tracking, enhancing performance measurement across GA4, Google Ads, and Meta.
• Collaborated closely with developers, paid advertising specialists, and executive leadership (CEO, COO, Head of Growth) to ensure precise implementation and alignment with business goals, significantly improving cross-departmental data utilization and decision-making processes.

Client Project: UA to GA4 Migration Client Project: GA4  Custom Reporting for E-commerce User Behavior Analysis

• Orchestrated the migration of complex user interaction tracking from Universal Analytics to GA4 for a portfolio of sites, ensuring continuity in key metrics tracking, such as clicks on calls to action, video views, and downloads.
• This project included the creation of a detailed mapping strategy to transition existing tags and events, training the analytics team on GA4's enhanced measurement capabilities, and developing new reporting dashboards tailored to the stakeholders needs.

• Challenge: A leading e-commerce client wanting to understand intricate user behavior patterns on their platform to optimize product placement, improve marketing strategies, and ultimately increase sales. Traditional analytics reports provided surface-level insights, but failed to capture the depth of user interaction data necessary for making informed strategic decisions.
• Solution: Leveraging GA4's powerful exploration features, I designed a custom exploration report that integrated multiple data streams to reveal complex user interactions and their impact on conversion rates. The report was structured around several key dimensions and metrics:

• Dimensions:

User ID to track individual user behavior across sessions.
Page Path and Screen Class to understand which product pages and categories were most engaging.
Event Name to detail specific actions taken by users, such as 'add to cart', 'product view', 'checkout start', and 'purchase'.
Traffic Source to identify which channels were driving the most valuable traffic.

• Metrics:

Engagement Time to gauge the depth of interest in specific products or categories.
Conversion Rate by user segment and traffic source.
Average Order Value to identify high-value user segments.
Cart Abandonment Rate to pinpoint stages in the checkout process where users drop off.

• Implementation: This custom report was created within the GA4 interface using the Explorations module. I started by defining the user segments of interest, such as repeat customers vs. new visitors, and users who interacted with high-value product categories. For each segment, I then layered in the dimensions and metrics listed above, using filters and comparison features to dissect the data further.
• Outcome: The custom report provided the client with unprecedented insights into how different user segments interacted with their website. For example, we discovered that repeat customers were more likely to engage with product pages related to new arrivals, suggesting an opportunity to boost sales through targeted email marketing campaigns. By analyzing the cart abandonment rate in conjunction with page path and screen class data, we identified specific product categories with higher drop-off rates, leading to optimizations in the checkout process that reduced abandonment by 18%.
  
• Business Impact: With these insights, the client was able to make data-driven adjustments to their website layout, product placement, and marketing strategies, resulting in a 20% increase in conversion rates and a 15% increase in average order value within three months of implementing the findings.

Client Project: Boosting Engagement and Sales for a Global Cosmetology Education and Retail Platform

• Challenge: A premier cosmetology course provider and retailer faced difficulties in understanding user interactions, affecting course completion rates and product checkout efficiency.
• Solution: Implemented a dual-focused analytics approach using Google Analytics 4 (GA4) and Google Tag Manager (GTM) to enhance the educational and retail facets of the platform:

GTM Tracking: Set up to monitor course enrollments, progress, and interactions, as well as e-commerce behaviors like product views and checkout steps.
GA4 Insights: Configured for detailed analysis of user engagement and conversion funnels, enabling targeted optimizations in content delivery and e-commerce flows.
Behavior Analysis & Optimization: Utilized GA4 to identify engagement patterns, leading to the introduction of interactive course elements and a streamlined checkout process.

• Outcome: These interventions led to a 25% increase in engagement with educational content and a 20% decrease in cart abandonment.
• Business Impact: The platform enhanced its user experience, leading to higher course completion rates and improved sales, reinforcing its leadership in the cosmetology education and retail sector.