Analytics & Tracking Specialist

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TYPE OF WORK

Any

SALARY

$120

HOURS PER WEEK

6

DATE UPDATED

Oct 2, 2026

JOB OVERVIEW

COMPANY OVERVIEW
BKG is a home-renovation group in the Netherlands. Our brands include Sanitairstudio (bathrooms) and
Tegelstudio (tiles), alongside 25+ other home-improvement brands in the wider BKG group. Most of our
websites generate leads: the goal is a showroom appointment or a request for advice, not an online sale.

JOB DESCRIPTION
You make sure that everything that matters is measured, and that the numbers can be trusted. We are bringing
our brand websites together on one WordPress Multisite: 13 brand sites to start, growing to 25+. You design the
measurement once, so it works for every brand: which events we track, how they reach GA4, Meta and Google
Ads, and how the visitor’s consent is respected. Then you turn the data into one dashboard per brand that our
team leads steer by. About a third of your time goes to our bathroom brand, Sanitairstudio, and a small part to
our tile webshop; the rest goes to the other brand sites in the group.

MAJOR FUNCTIONS
Start with an audit: which analytics properties, tag containers, pixels and ad accounts exist across our
brands, who owns them, who has access, and what is measured today.
Write the measurement plan: one set of events, parameters and names for all brands (form submit, phone
and WhatsApp click, appointment request, download), and which of them count as conversions.
Specify the data layer for our design system, so our WordPress developer builds it into the templates once,
and set up Google Tag Manager so that one setup serves every brand site.
Set up GA4 per brand plus a group view, and connect the ad platforms: Meta Pixel and Conversions API with
deduplication, and Google Ads conversions.
Keep it compliant in the EU: a consent banner with Google Consent Mode v2, tags that respect the visitor’s
choice, and no personal data in analytics.
Follow leads past the form: with our automation expert, pass the source of each lead (UTM, click IDs) into
our CRM (Bitrix24), so we see which channel brings appointments and sales, not just form fills.
Build a Looker Studio dashboard per brand and one for the group, send a short monthly report, and check
every month that analytics, form entries and CRM still match. Fix double counting and whatever broke.'

REQUIRED SKILLS
2+ years of hands-on tracking work with GA4 and Google Tag Manager, on more than one website.
Google Tag Manager in depth: data layer events, triggers and variables, lookup tables, workspaces and
versions, Preview mode.
BKG · Vacature 5 van 10 · Analytics & Tracking Specialist · 2 oktober 2026 1 / 4
GA4 in depth: events and key events, custom dimensions, cross-domain measurement, internal-traffic
filters, DebugView.
Meta Pixel and Conversions API: server events, deduplication with event IDs, and reading the diagnostics in
Events Manager.
Consent for EU visitors: Google Consent Mode v2 with a consent management platform. You know what may
and may not fire before consent.
Lead-generation tracking: forms, phone and chat clicks, and UTM and click IDs passed through hidden form
fields into a CRM.
You write a measurement plan others can follow, document what you set up, and check your own work: test
submissions, and comparing analytics with form entries and the CRM.
Clear written English. You can tell non-technical colleagues what a number does and does not mean.

TOOLS WE USE
This is our stack. GA4 and Google Tag Manager are required; experience with the rest is a plus. Tell us which
ones you have worked with.
GA4, Google Tag Manager and Google Search Console.
Looker Studio, with GA4, Search Console and Google Sheets as data sources.
Meta Pixel, Conversions API and Events Manager.
Google Ads conversion tracking, and Merchant Center for our tile webshop.
WordPress Multisite with Elementor Pro and Gravity Forms.
Bitrix24 (CRM) and ---------- .

NICE TO HAVE
Server-side Google Tag Manager.
Offline conversions: sending CRM outcomes (qualified lead, sale) back to Meta and Google Ads.
Getting ad and CRM data into dashboards without paid connectors (Google Sheets, ---------- , APIs).
E-commerce tracking in GA4 (purchases, Google Shopping).
Tags for Pinterest and TikTok; Microsoft Clarity.
BigQuery or SQL.
Knowledge of Dutch or German.

AVAILABILITY
Part-time, about 6 hours per week on average. The first weeks are setup and take more hours; after that it is
mostly checks and reporting. We plan those hours with you in advance. You meet with our Dutch colleagues
during Amsterdam business hours (CET/CEST), which is afternoon and evening in the Philippines. When a site
or a campaign goes live, you check the tracking that same day. A reliable, high-speed internet connection is
required.

EXPECTATIONS
You would rather report a number as uncertain than present a wrong one as fact. You think at the scale of 25
sites: one plan, one naming convention, one setup. You respect privacy rules even when that costs data, and
you tell us what the gaps mean for our decisions. You handle access carefully: your own user accounts with
two-factor authentication, no shared passwords, and every change published as a named version. If you spot a
way to improve a process, a tool or a result, you raise it with your manager.

WORKING CONDITIONS / SALARY
$120/month. Part-time now, with room to grow as more brands go live. Long-term, stable role.

BONUSES
Paid Time Off after 1.5 months · salary reviews every 2–3 months · professional-development budget · second
monitor after 6 months · new laptop after 2 years.

HOW TO APPLY
Start your message with the word “DATALAYER” so we know you have read the full post. Then answer these
four questions, 3 to 6 sentences each:
1. Describe one tracking setup you built for a lead-generation website: which conversions you tracked (forms,
calls, chat), with which tools, and how you checked that the numbers were right.
2. We will have 25 brand sites, each on its own domain, built from the same templates on one WordPress
Multisite. How do you set up GA4 and Google Tag Manager so that we see each brand separately and the
group as a whole, without maintaining 25 separate setups?
3. A visitor in the Netherlands declines cookies on our site. What do you still measure, what not, and how do
you set that up for GA4 and Meta?
4. For the same campaign and month, Meta reports 30 leads, GA4 shows 22 and our CRM has 18. Name the
most likely causes of the difference and how you would check each one.
Also include:
One example of your work: a measurement plan, a Tag Manager container (tags, triggers, variables) or a
dashboard. Screenshots are fine, and remove client names if you need to. Only share what already exists;
please don’t build anything for this.
Which of the tools under “Tools we use” you have worked with, and which hours (Philippine time) you are
available for meetings with our Dutch team.
We read every application that starts with the codeword and answers the questions specifically. Generic or
copy-paste replies aren’t considered.

SKILL REQUIREMENT
Google Tag Manager Google Analytics Performance Tracking
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