Analytics and tracking infrastructure rebuild

Performance reports were going out with a caveat that the numbers might not be accurate. The data had been unreliable long enough that leadership had stopped making decisions with it.

GA4 was partially configured, and GTM held years of tags added without documentation, naming conventions, or governance. Attribution across web, app, and lifecycle was inconsistent, and nobody had a complete picture of what was firing, what was double-counting, and what wasn’t firing at all.

The martech stack had grown tool by tool without a central owner. Braze, Intercom, and Microsoft Dynamics were running as silos: Braze wasn’t connected to Dynamics at all, so behavioural segmentation was blind to customer status, loan history, and account events.

Two problems compounding each other, then: a broken tracking layer making reporting unreliable, and a disconnected stack holding lifecycle strategy back from what it could do.

Use the Webflow ecosystem rebuild as the forcing function to fix the tracking layer at the same time. That was what made the work possible without a separate project cycle: every page launching in Webflow could launch with clean tagging from day one instead of a retrofit afterward.

Run the martech audit in parallel: map every tool, integration, and data flow, and surface what was missing, what was underused, and what was costing money without delivering value.

Data accuracy rate. The question leadership needed answered was whether they could trust what the reports showed, and accuracy at the event level was the only thing that answered it.

Secondary: cost savings from the martech audit. Unused tools and redundant subscriptions surfacing from the diagnostic work were a direct business outcome.

Created a new GA4 property from scratch with a full event taxonomy supporting lifecycle, acquisition, and retention measurement simultaneously: standardized naming, custom dimensions, and conversion event configuration.

Rebuilt GTM completely in parallel with the Webflow migration, clearing years of tag debt and consolidating pixel management for Meta, LinkedIn, and other channels under GTM governance. Brought Analytics, DevOps, Product, and Legal into the process during the migration rather than after. Integrated Branch Metrics for mobile attribution, which had been essentially unmeasured.

Ran the martech audit across the full stack, mapping data flows between Braze, Intercom, Dynamics, and supporting tools. Surfaced the Braze–Dynamics integration gap, escalated it to the COO, and got it onto the product roadmap. Identified about $18K in annual savings from unused features and redundant subscriptions, and delivered a tech roadmap for future scaling.