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USA TODAY Co., Inc. is a diversified media company with expansive reach at the national and local level dedicated to empowering and enriching communities. We seek to inspire, inform, and connect audiences as a sustainable, growth focused media and digital marketing solutions company. Through our trusted brands, including the USA TODAY NETWORK, comprised of the national publication, USA TODAY, and local media organizations, including our network of local properties, in the United States, and Newsquest, a wholly-owned subsidiary operating in the United Kingdom, we provide essential journalism, local content, and digital experiences to audiences and businesses. We deliver high-quality, trusted content with a commitment to balanced, unbiased journalism, where and when consumers want to engage. Our digital marketing solutions brand, LocaliQ, supports small and medium-sized businesses with innovative digital marketing products and solutions. USA TODAY Co. open roles are featured on various external job boards. When applying to a position at USA TODAY Co., you should be completing an application on USA TODAY Co. Careers via Dayforce. Job postings directing you to complete an application on other external sites may not be valid. To connect with us, visit www.usatodayco.com
We’re looking for a skilled, detail-oriented Conversion Tracking Specialist to own the implementation, setup and optimization of Google Analytics 4 (GA4), Google Tag Manager (GTM), and third-party tracking solutions across media campaigns of diverse client portfolios. This hybrid role combines technical expertise in conversion tracking with strategic analytics for web performance reporting. This role is critical to ensure clean, actionable data for marketing, SEO, and lead generation efforts. You’ll collaborate with developers, marketing analysts, and paid media planners to implement robust tracking solutions, ensuring accurate attribution, actionable insights, and compliance with privacy regulations.
What You’ll Do
- Set up, configure, and QA Google Analytics 4 for multiple websites and web properties.
- Implement and troubleshoot Google Tag Manager tags, triggers, and variables for tracking.
- Define and track custom events, goals, and conversion paths (form submissions, CTAs, video plays, button clicks).
- Configure enhanced ecommerce events and funnel tracking.
- Align dataLayer structure with GA4 and marketing campaign goals.
- Integrate GA4 with Google Ads, Looker Studio, and other platforms as needed.
- Set up lead capture tracking and create and manage call tracking scripts (all tracking vendors).
- Provide clear documentation and training for internal marketing teams.
- Ensure compliance with GDPR/CCPA and cookie consent management frameworks.
- Monitor, troubleshoot and resolve data discrepancies across analytics and ad platforms quickly to maintain attribution accuracy.
What You Bring
- Proven experience setting up GA4 from scratch (not just UA migration).
- Deep knowledge of Google Tag Manager, including custom event tracking.
- Strong knowledge and grasp of dataLayer structure, triggers, variables, and debugging tools.
- Experience with media campaign tracking, attribution modeling, lead generation and/or ecommerce funnels.
- Familiarity with server-side tagging, consent management platforms.
- Proficient with Looker Studio, Google Ads conversion setup, and cross-domain tracking is a plus.
- Understanding of SEO tolls and organic performance measurement is a plus.
- Knowledge of call tracking platforms like Marchex, CallRail or Invoca and CRM integrations is desired but not required.
- Possess excellent communication skills to explain technical concepts to non-technical stakeholders.
- Ability to manage multiple projects and deadlines in a fast-paced environment.
What Success Looks Like
- GA4 is cleanly configured, capturing the full customer journey across media campaigns.
- Conversion events fire correctly and feed into reports, ad platforms, and dashboards.
- Call tracking is configured to track all traffic sources holistically.
- Marketing teams can confidently report on performance and attribution.
- Reduced data discrepancies, improved attribution accuracy, and faster turnaround times.
Preferred Qualifications
- Google Analytics and Tag Manager certifications.
- Familiarity with attribution modeling and multi-touch reporting.
- Experience with call tracking platforms and CRM integrations.
- Understanding of privacy regulations and cookie consent frameworks.
#LOCALiQ
The annualized base salary for this role will range between $40,000and $60,000. Variable compensation is not reflected in these figures and based on the role, may be applicable. Exact compensation may vary based on skills, experience, location, and union representation, if applicable.
USA TODAY Co., Inc. is a proud equal opportunity employer committed to building and maintaining a diverse workforce. As such, we will consider all qualified applicants for employment and do not discriminate in connection with employment decisions on the basis of an applicant or employee’s race, color, national origin, ethnicity, ancestry, citizenship status, sex, gender, gender identity, gender expression, religion, age, marital status, personal appearance (including height and weight), sexual orientation, family responsibilities, physical or mental disability, medical condition, pregnancy status (including childbirth, breastfeeding or related medical conditions), education, genetic characteristics or information, political affiliation, military or veteran status or other classifications protected by applicable federal, state and local laws in the jurisdictions where USA TODAY Co. employs employees. In addition, USA TODAY Co., Inc. will provide applicants who require a reasonable accommodation, as a result of an applicant’s disability or religion, to complete this employment application and/or any other process in connection with an individuals’ application for employment with USA TODAY Co., Inc. Applicants who require such accommodation should contact USA TODAY Co., Inc.’s Recruitment Department at Recruit@usatodayco.com.
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