Web analytics & GTM specialist

Tracking that survives contact with real traffic.

I'm Tim Chen — a web analytics and GTM specialist with 13+ years turning messy tag setups into instrumentation people actually trust. This is where I write up the tools, audits, and experiments I've built along the way.

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01 — About

Analytics that holds up under real use.

Tim Chen is a senior web analytics and GTM specialist with 13+ years of experience and a U.S. military veteran, based in the Lehi/Orem, UT area. He works hands-on across the full instrumentation stack, and has spent the last year building Claude-based tooling into that workflow: nightly QA automation, audit generators, and natural-language interfaces over analytics data.

He currently works as an independent analytics consultant via ARSNL Media, and is also open to full-time analytics/GTM roles.

STACK

  • GTM (client- & server-side via Stape.io)
  • GA4
  • Adobe Analytics
  • Amplitude
  • Snowflake SQL
  • BigQuery
  • Tableau
  • Looker Studio
  • Statsig
  • VWO
  • n8n
02 — Projects

Building in public.

Status: in progress

This section is intentionally empty right now. Rather than write up past client engagements, I'm building new, dedicated portfolio projects from scratch — real instrumentation and tooling, documented as I go. First write-ups land here soon.

03 — Skills & stack

What I work in day to day.

Tagging & instrumentation

  • GTM (client- & server-side via Stape.io)
  • GA4
  • Adobe Analytics
  • Amplitude
  • Event architecture design
  • Cross-domain tracking

Data & analysis

  • Snowflake SQL
  • BigQuery
  • SQL

Dashboards & reporting

  • Tableau
  • Looker Studio

Experimentation

  • Statsig
  • VWO

Automation & tooling

  • n8n
  • Claude Code
  • React (internal tools)
04 — Experience

Where this was built.

Data Analyst / Web Analytics Specialist — Integrity Marketing Group

Mar 2023 – Jun 2024

Owned GTM across six containers; built GA4 event architecture; implemented server-side GTM; configured cross-domain tracking; wrote Snowflake SQL for UTM attribution; built Tableau and Amplitude dashboards (planenroll.com, connect.integrity.com, leads.integrity.com); presented bi-weekly findings to PMs and leadership; ran quarterly GTM audits; built a GTM Tag Generator and weekly container API pull pipeline.

Prior roles

ThomasArts · GCommerce Solutions · Q90 Corporation

Full role detail for these coming soon.

Education

B.A. Business Management — BYU-Idaho (2009)

M.S. Logistics and Supply Chain Management — Embry-Riddle Aeronautical University (2013)

05 — Contact

Want to talk tracking, dashboards, or a project?

Whether it's a consulting engagement through ARSNL Media or a full-time role, I'm happy to talk shop about GTM, GA4, Amplitude, or anything on this site.

Email me