Web Metrics Analyst

Our Client, a Health Insurance company, is looking for a Web Metrics Analyst for their Detroit, MI/Hybrid (Once a week onsite) location. Responsibilities: The Web Metrics Analyst is responsible for transforming quantitative digital data into insights that help create more useful, intuitive, and high performing digital experiences for our members. This role focuses on identifying behavioral trends, analyzing end-to-end funnels, and delivering actionable recommendations aligned to business outcomes. Gather, analyze, synthesize, and interpret digital analytics data using Adobe Analytics, or other analytics platforms. Develop and maintain user funnels across key digital journeys; analyze drop-off, conversion drivers, behavioral trends, and friction points. Proactively identify insights and emerging patterns that highlight opportunities to improve user experience, increase engagement, or drive conversion. Build clear, intuitive dashboards and reports that communicate insights, trends, and performance against KPIs. Partner with business stakeholders to define success metrics, translate business questions into analytical approaches, and ensure KPIs align with desired outcomes. Support measurement strategy and tagging design, ensuring analytics requirements are considered early in the project lifecycle and implemented correctly during development. Collaborate with UX, product, development, and marketing teams to validate tagging, optimize data quality, and ensure analytics support ongoing optimization efforts. Assist with campaign tracking, test measurement, and performance analysis when needed. Minimum three years of digital analytics experience, synthesizing data into actionable insights. Strong experience with Excel, PowerPoint, and preferably dashboard tools (PowerBI, Tableau, Adobe Workspace). Understanding of web usability, UX principles, and digital experience measurement. Requirements: Experience designing and analyzing user funnels, conversion flows, and multi-step digital journeys. Knowledge of campaign tracking, including UTM standards, tagging plans, and validation processes. Familiarity with HTML, JavaScript, or web development concepts that support data layer and tagging comprehension. Experience working within Agile teams, contributing to refinement, definition of done (DoD), and testing. Bachelor’s degree preferred in a relevant field such as Data Science, Computer Science, Statistics, Analytics, Information Systems, or a related quantitative discipline. Professional training or certification in a digital analytics platform—Adobe Analytics (ACE), Adobe Customer Journey Analytics, or Google Analytics (GAIQ)—strongly preferred. Additional coursework or certifications in digital measurement, experimentation, data visualization, or UX analytics is a plus (e.g., Adobe Target, Optimizely, Tableau/Power BI, SQL fundamentals). Digital Behavioral Analysis: Demonstrated experience analyzing user behaviors, identifying trends, and generating insights that influence product or experience decisions. Communication & Storytelling: Proven ability to translate complex data into simple, compelling narratives via dashboards, presentations, and written summaries. Technical Analytics Expertise: Hands on experience with Adobe Analytics (preferred) or Google Analytics, including experience with segmentation, event tracking, and funnel reports Why Should You Apply? Health Benefits Referral Program Excellent growth and advancement opportunities As an equal opportunity employer, ICONMA provides an employment environment that supports and encourages the abilities of all persons without regard to race, color, religion, gender, sexual orientation, gender identity or express, ethnicity, national origin, age, disability status, political affiliation, genetics, marital status, protected veteran status, or any other characteristic protected by federal, state, or local laws.