Web analytics & tracking architecture

Tracking you can actually trust.

I'm Bartu. I design event architectures, data layers and privacy-first GA4 & GTM setups that marketing, product and engineering can all rely on.

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Portrait of Bartu Işıklar
Currently Hamburg, Germany

Technical Web Analyst at Invia Travel Germany

  • GA4
  • GTM
  • Server-side GTM
  • Consent Mode
  • Looker Studio
Where I've worked

Good decisions start with data you don't have to double-check. I build the tracking layer behind it, from event design and consent to server-side delivery and monitoring.

Event architecture

Taxonomies, data layer specs and schema governance across web and app.

Privacy-first tracking

Consent Mode, server-side tagging and setups that hold up under GDPR and ITP.

Faster QA with AI

LLM-assisted validation, payload comparisons and debugging in daily work.

How I work

The same four steps whether it's a new checkout funnel or a full GA4 migration.

  1. 1

    Define

    Agree with stakeholders on the questions the data has to answer, before anyone writes a tag.

  2. 2

    Specify

    Turn them into an event taxonomy and data layer spec that developers can build without guessing.

  3. 3

    Implement

    Set up GA4, GTM and server-side tagging with consent handled correctly from day one.

  4. 4

    Monitor

    Validate payloads and watch event health in dashboards, so breakages surface in hours, not months.

Experience

Agency, luxury fashion e-commerce and multi-brand travel. Each step closer to the engineering side of analytics.

  1. May 2023 – now

    Technical Web Analyst Current

    Invia Travel Germany GmbH, Leipzig

    • Lead tracking architecture across web and app: event taxonomy, data layer specifications and schema governance.
    • Implement and optimise GA4 and GTM, web and app, with privacy-first setups for GDPR and ITP.
    • Built Looker Studio dashboards that monitor event health and data freshness.
    • Use LLMs for fast validation checks, payload comparisons and debugging.
    • Work with engineering on clear, testable tracking requirements that cut implementation friction.
  2. Aug 2022 – Feb 2023

    Business & Web Analyst

    mytheresa.com, Munich

    • Analysed shop KPIs and user behaviour to guide product and marketing decisions.
    • Developed and improved web tracking structures for product and marketing teams.
    • Automated weekly, monthly and yearly reporting in Looker Studio.
    • Identified optimisation opportunities that improved UX and funnel performance.
  3. Feb 2020 – Jul 2022

    Senior Digital Analytics & Data Executive

    OMD Turkey, Istanbul (promoted from Digital Analytics & Data Executive, 2021)

    • Managed GA4 migrations and event modelling for enterprise clients.
    • Worked with developers on tracking requirements and resolved implementation issues.
    • Built automated dashboards for performance reporting across marketing teams.
  4. 2017 – 2020

    Internships

    Programmatic Intern at OMD Turkey, Istanbul (2019 – 2020)
    iOS Developer Intern at Kesit Bilişim Teknolojileri, Kocaeli (2017)

His logical and analytical thinking processes enabled him to find independent, balanced and correct solutions for complex problems.

He displayed a high level of dedication and motivation. He completed all his tasks well, even under difficult working conditions and under great time pressure.

He was respected by everyone for his consistently friendly and well-balanced demeanour.

mytheresa.comEmployer's recommendation, 2023

Skills

The toolkit behind reliable data, from the first dataLayer push to the dashboard.

Analytics & tracking

  • GA4 & GTMWeb and app, event modelling
  • Server-side GTMSetups and data routing
  • Event taxonomyScalable structures
  • Data layer designClean and testable

Privacy

  • Consent ModeGDPR-aligned setups
  • ITP & CMP alignmentPrivacy-first tracking

Data & engineering

  • SQLQuerying, QA, validation
  • JavaScriptDebugging tag logic
  • LLM-based debuggingValidation and payload checks

Reporting

  • Looker StudioDashboards and observability

Education

BSc Computer Engineering

Istanbul Bilgi University, 2015 – 2020

Certifications

  • Google Analytics
  • Google Tag Manager
  • Google Looker Studio
  • Google Optimize & Google Surveys
  • Adjust Essentials & Advanced

Languages

  • Turkish native
  • English business fluent
  • German B1, TELC certified

Outside work

Tech trends, data visualisation, sports, coffee and travel.

Let's talk tracking.

Open to conversations about web analytics roles, tracking audits and measurement architecture.

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