Open role, Inner Data
Web Analyst
Measurement that a client can act on and defend. GA4 and tagging as the floor, metric cockpits and honest attribution as the job.
Measurement, metric cockpits and honest attribution
Inner Data is a collaborative area, with many people sharing their methodologies and knowledge, so you should be ready to share your ideas and solutions with your team.
As a Web Analyst you will have a key part in optimising the digital performance of our clients’ websites and e-commerce solutions. We treat measurement as a discipline rather than a reporting task: you cannot improve what you cannot measure.
Two things make this more demanding than it used to be. A number in a report is a construction, not an observation: consent rules, modelled conversions and cross-device behaviour mean a good analyst knows how a figure was built and what it can carry. And we do not stop at dashboards. We build metric cockpits: four to seven metrics per view, one per funnel stage, each with an owner and a target, split between a board view and a marketing one.
You will grow into the wider practice around you: server-side measurement, incrementality testing, mix modelling and activation. None of it is expected on day one. What we expect is solid GA4 and tagging craft, and the appetite to go further.
What you will actually do
- Measurement DesignDefine what should be measured before it is measured: events, parameters and a measurement plan tied to the client’s business questions.
- ImplementationImplement and maintain tracking in GA4 and Google Tag Manager, including server-side setups, and validate that what is collected matches what was designed.
- Data Quality & ConsentKeep collection clean and lawful: consent mode, data retention, filtering and the documentation that lets someone else trust the numbers.
- Metric DefinitionHelp define the metrics themselves, not only report them: what counts, how it is calculated, who owns it and what target it carries. A metric without a definition and an owner is decoration.
- Conversion & Funnel AnalysisAnalyse customer journey, funnel and conversion behaviour on websites and e-commerce platforms, and turn it into prioritised recommendations.
- ExperimentationFormulate hypotheses to optimise KPIs, design A/B tests, and read the results with the statistical care they deserve.
- Attribution & TriangulationWork with attribution models as one input rather than the truth, and understand how they sit next to incrementality tests and mix modelling. When two sources disagree, the job is to explain why, not to pick the kinder number.
- Reporting & VisualisationBuild reporting in Looker Studio and Power BI that answers a question rather than displaying everything available.
- Client ConsultingUnderstand business objectives and provide data-driven consulting, collaborating with clients and internal teams to define data requirements.
- Data AccessibilityImprove data transparency and accessibility, so products can be adapted quickly to client needs and requirements.
- Team ContributionShare methodology and improve the analytics practice collectively, which is how Inner Data works.
Technical & platform skills
- Experience
- 2 to 3 years of experience in Martech, digital or web analytics.
- Education
- Degree in Business Studies, Management, Mathematics, Statistics, Media Management or Digital Marketing.
- Analytics tooling
- Proficiency in data analysis, validation and visualisation, with Google Analytics 4 and Google Tag Manager as daily tools.
- Visualisation
- Experience with data visualisation tools such as Looker Studio and Power BI.
- Optimisation knowledge
- Knowledge of customer journey optimisation, funnel and conversion optimisation, e-commerce and A/B testing.
- Measurement literacy
- Understanding of what consent, modelling and cross-device behaviour do to a number, and the habit of checking how a figure was produced before quoting it.
- Business translation
- Ability to understand business objectives and formulate hypotheses that optimise KPIs, working with clients and internal teams on data requirements.
- Communication
- Excellent communication skills and a team-player posture, able to collaborate with the rest of the data team.
- AI literacy
- Literacy in Tech and AI subjects, and practical understanding of how LLMs and agents work: context, tools, memory, and why the same prompt can return different answers. Sophisticated use of AI platforms, both with efficiency and security.
Behavioral skills
- Intellectual Honesty
- You say when the data cannot answer the question, which is more useful than an answer that does not hold.
- Detail Orientation
- Meticulous with tagging, filters and definitions, where a small error quietly invalidates months of reporting.
- Curiosity
- You follow an anomaly until you understand it rather than annotating it and moving on.
- Collaborative Spirit
- Ready to share methodology and solutions with the team, which is how Inner Data works.
- Clear Communication
- You can translate a complex analysis into something a client can act on.
- Kindness
- At Wise Pirates we promote and admire kindness, independently of rhythm, intensity and efficiency.
- Analytical Mindset
- Capable of putting data first and obsessed with insight building, always with client satisfaction and business results in mind.
- AI Readiness
- Interest and fluency in using AI as a partner to deliver efficient value, respecting security and privacy regulations.
Not required. Noticed.
- Additional years of experience beyond the range above, for a broader remit and more ownership over measurement design.
- Knowledge of SQL and Google BigQuery.
- Knowledge of Python or JavaScript for data processing and visualisation.
- Server-side measurement in practice: server-side GTM, the Measurement Protocol, and an idea of how much event loss it recovers.
- Experience with server-side tagging and with consent management platforms.
- Experience with a dedicated experimentation or CRO tool.
- Building metric cockpits or metric trees: decomposing a top metric into the drivers someone can actually act on.
- Composite and business-facing metrics, such as blended or omnichannel ROAS that counts offline revenue alongside online.
- Incrementality or geo-lift testing, and the statistical literacy to know when a result is real.
- Marketing mix modelling, with Google Meridian, PyMC-Marketing or Meta Robyn, and a preference for methods that report uncertainty instead of false precision.
- Activation work: wiring metrics into value-based bidding and offline conversion imports, so the model feeds the media rather than only the slide.
- Tracking brand visibility in AI answers, as a metric alongside the traditional ones.
- Working in an environment with formal governance, ISO 27001 or similar, where documentation is part of delivery.
A Digital, Tech and AI Business Partner
Wise Pirates is a leading Digital, Tech, and AI Business Partner, operating from Portugal. With a team of 100+ professionals, we are a Martech-independent agency at the forefront of innovation in Southern Europe. Our ambition is to lead an AI-first marketing ecosystem, blending human creativity with the power of artificial intelligence.
We are dynamic, forward-thinking, and driven by data, automation, and meaningful customer experiences. We believe that our people are our most valuable asset, and we are committed to fostering a culture where they can grow, innovate, and thrive.
Our value proposition is holistic and new generation. We combine services with proprietary products, custom data and proprietary frameworks, so the client gets one capability aimed at their business results, not a stack of separate disciplines. You get to work across all of it.
The part most
job ads skip
- A front-row seat in a growing agency placing AI at the centre of how we work and how we serve our clients, both in service and products. Senior peers in every discipline, our sharpest edge and your fastest growth.
- A culture of autonomy connected to a clear orientation towards action and performance. You own your projects end-to-end and have real space to grow. The rhythm is intense and evolution happens at a fast pace.
- Direct exposure to a wide range of use cases, industries, and clients across 80+ countries, with real impact on what gets shipped.
- Continuous learning alongside a cross-functional team of automation, data, media, and creative specialists.
Why join the navy when you can be a pirate?
Portugal, hybrid, full time. Direct client impact from day one, alongside senior peers in every discipline.
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