Turning Digital Interactions Into Reliable, Actionable Data.
Helping Ecommerce, SaaS, and Lead-Gen brands eliminate tracking discrepancies, deploy server-side tagging (sGTM), and build high-precision BigQuery event data foundations.
Core Analytical Capabilities
What I Actually Solve
When analytics data cannot be trusted, explained, or acted on, I work backward from the business symptom to find the measurement, data, attribution, or reporting problem underneath it.
Tracking Problems
When user interactions aren't being captured correctly.
Digital Measurement Specializations
From measurement strategy and implementation to data engineering, attribution, experimentation, and quality assurance.
Measurement Strategy & Architecture
Designing measurement frameworks that connect business objectives, KPIs, customer journeys, event taxonomies, and analytics platforms.
GA4 & Digital Analytics
Designing and implementing GA4 measurement systems for websites, ecommerce platforms, and digital products.
GTM, Data Layer & Instrumentation
Building maintainable client-side measurement systems around structured event data, reusable logic, and controlled tag deployment.
Ecommerce & Customer Journey Analytics
Measuring and analyzing the journey from acquisition and product discovery through checkout, purchase, and post-purchase behavior.
Marketing Attribution & Measurement
Connecting campaign interactions, conversion signals, and revenue across the customer journey to understand what actually drives business outcomes.
Server-Side & Privacy-Centric Measurement
Designing resilient measurement architectures that move appropriate processing and activation beyond the browser while respecting consent and privacy requirements.
Analytics Engineering & Data Modeling
Transforming raw analytics and business data into reliable, reusable datasets for analysis, reporting, and decision-making.
SQL, BigQuery & Analytics Data
Querying, transforming, reconciling, and analyzing large-scale behavioral and business datasets.
SELECT event_name, COUNT(*) AS events, COUNT(DISTINCT user_id) AS users FROM analytics.events GROUP BY event_name;
Product Analytics & Experimentation
Using behavioral data to understand activation, engagement, retention, feature adoption, and product growth.
Measurement Audit, Data Quality & QA
Evaluating analytics implementations, data integrity, conversion measurement, and reporting pipelines to identify gaps and prioritize remediation.
Featured Case Studies
Real-world and diagnostic investigations demonstrating root-cause analysis, attribution modeling, SQL reconciliation, and data quality engineering.
Fixing Broken Ecommerce & Lead Tracking After Shopify-to-WooCommerce Migration for SmileSellers
When SmileSellers migrated from Shopify to WordPress WooCommerce with a complete website redesign, their entire ecommerce tracking pipeline broke. I engineered a comprehensive WooCommerce DataLayer contract and GTM event architecture, restoring full-funnel GA4 tracking and micro-conversion telemetry.
Restoring Paid Ad & Calendly Booking Attribution for SoftComply OÜ
Paid campaign traffic from Google & LinkedIn Ads booking eQMS software demos on Calendly was misattributed to self-referrals because outbound links stripped UTM query parameters.
Why Did GA4 and Shopify Report Different Revenue? Automating GA4 Refund Reconciliation with Google Sheets & n8n
Analytics, ecommerce backend, and finance diverged by 14% due to unrecorded returns in GA4. Without BigQuery export, standard GA4 cannot lookup historical session cookies for asynchronous returns. I architected a Google Sheets session ledger and an event-driven n8n webhook pipeline streaming enriched Measurement Protocol v2 refund hits into GA4.
Cross-Domain UTM & GCLID Continuity for Pantogar UAE across Shopify Checkout
Paid campaign traffic for Pantogar UAE lost UTMs and Google Ads GCLIDs upon third-party checkout redirection to Lubeni Pharmacy on Shopify, severing campaign ROAS.
Featured Projects
Reusable GTM templates, custom server-side clients, universal tracking frameworks, visual builders, and AI-assisted measurement diagnostics.
Universal URL Appender: GTM Custom Tag Template
A production-grade GTM Tag Template that intercepts outbound link clicks, matches target domains, extracts active UTM/click parameters from the current URL, and safely appends them to destination links via location.assign.
LocalStorage User Path Helper: GTM Custom Template
A dual-mode GTM Custom Template (Tag & Variable) that logs sequential page journeys into LocalStorage, suppresses reload duplicates, tracks dwell time per step, and exposes a flattened object (path_step_1...5) for GA4 Custom Dimensions and CRM lead routing.
Custom Server-Side GTM Client
Building a custom sGTM Client that intercepts incoming webhooks, CRM payloads, and mobile SDK requests, translating them into the standard sGTM Event Model.
Universal Form Tracking Framework
A modular JavaScript library that detects native HTML, AJAX, multi-step, and dynamically injected modal forms, pushing normalized DataLayer payloads with zero duplicate triggers.
Experience & Career Milestones
From technical search roots to leading enterprise measurement and raw event data modeling.
Enterprise measurement frameworks, Server-Side GTM, BigQuery SQL modeling, Shopify Plus Checkout Extensibility, and Consent Mode v2.
Resolved critical payment gateway attribution drops, authored agency DataLayer standards, and created master Looker Studio suites.
Spearheaded full-funnel GA4 product telemetry, CRM lead attribution, App Store Optimization, and conversion rate testing.
Led technical SEO teams, executed DOM event listeners, and established data-driven campaign performance reporting.
Let's Talk About Analytics
I'm open to full-time opportunities across Digital Analytics, Data Analytics, Measurement Engineering, and Analytics Engineering.
1. Web Analytics & Measurement
The Core Tracking Track
2. Analytics Engineering
The Data & Attribution Track
3. AdTech & Media Measurement
The Paid Media & Conversion API Track
4. BI & Marketing Analytics
The Dashboard & Reporting Track
5. Product Analytics
The User Journey Track
6. Marketing Operations & MarTech
The CRM & Automation Track
7. CRO & Experimentation
The Experimentation Track
End-to-end tracking schemas, custom event models & debug QA.
Data extraction, revenue reconciliation, EDA & executive dashboards.
Unnesting GA4 events, building session marts & telemetry pipelines.
Server-side gateways, first-party cookie hygiene & anomaly detection.
Combining my 7+ years of digital measurement background with SQL, BigQuery, data modeling, and analytics engineering to solve broader organizational data problems.
Chandrakanta Malik — CV
Complete 7+ year history across measurement, data analytics, and analytics engineering.
Send Me a Message
Have an open role, technical team requirement, or want to explore fit? Drop a message below.