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Morgan Wells

@morganwells

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Web analytics specialist who turns KPIs into GA4 reporting, SEO growth, and actionable dashboards.

United States

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What I'm looking for

I want to lead web analytics and SEO—building clear KPIs, automating GA4/Looker reporting, and delivering Splunk dashboards that guide site launches.

I’m a Web Analytics Specialist focused on restructuring website measurement so teams can see user behavior clearly. I’ve defined custom KPIs and rebuilt data collection to make reporting more usable and decision-ready.

I led an end-to-end GA4 migration, preserving historical data and resolving a data-sampling issue by automating Looker Studio reporting via the Google Analytics API. I also built Splunk dashboards and custom GA4 event tracking to support quarterly reporting and major site deployments.

Before that, I worked as a Mission Support Specialist, where I optimized website metadata and landing pages and increased organic and social media traffic by 30% over four months. I monitored and analyzed traffic across social platforms and supported paid advertising campaigns.

I started in operations and marketing support, analyzing web content and recommending UX improvements to grow traffic, while managing paid and organic digital media campaigns across Google, Facebook, X, and LinkedIn. I hold an MA in Diplomacy & International Commerce and I’m pursuing/maintaining Google Analytics certification (2026).

Experience

Work history, roles, and key accomplishments

Web Analytics Specialist

Edgewater Federal Solutions

Nov 2019 - Oct 2025 (5 years 11 months)

Restructured website metrics and data collection by defining custom KPIs, improving visibility into user behavior. Led the GA4 migration and automated Looker Studio reporting via the Google Analytics API, while building Splunk dashboards and custom GA4 event tracking to support quarterly reporting and major site deployments.

KPIs Web Analytics Data Collection Google Analytics Event Tracking Splunk SEO Strategy

Mission Support Specialist

Keylogic

Jun 2019 - Nov 2019 (5 months)

Optimized website metadata and landing pages, increasing organic and social media traffic by 30% over four months. Monitored and analyzed traffic across social media platforms, established paid advertising campaigns, and partnered with senior editors to review and edit written materials for publication.

Landing Page Optimization Paid Advertising

Operations/Marketing Assistant

Fundamental Analytics

Aug 2018 - Jun 2019 (10 months)

Analyzed existing web content and recommended UX improvements to increase site traffic. Built and monitored paid advertising strategy and a three-year digital marketing plan, managing paid and organic digital media campaigns across Google, Facebook, X, and LinkedIn.

Marketing Planning Paid Advertising

Education

Degrees, certifications, and relevant coursework

University of Kentucky

Master of Arts, Diplomacy & International Commerce

Earned a Master of Arts in Diplomacy & International Commerce from the University of Kentucky (completed December 2018).

University of Cambridge

Comprehensive Exam (International Security & Intelligence), International Security and Intelligence

Grade: High Pass

Completed a High Pass comprehensive exam in the International Security and Intelligence program at the University of Cambridge. Wrote the thesis “Cutting Through the Red Tape: How the Pentagon Can Better Engage with the Commercial Sector.”