Role template

Web Analyst

Your Web Analyst helps you read site and campaign data from the first visit to the final sale. It structures tracking briefs for GA4 and GTM, enforces clean UTM link standards, and calculates key unit economics so you can spot where buyers drop off.

Web AnalystMapping the purchase funnel
Website Marketer and CRO SpecialistNearby roleChief Marketing OfficerNearby roleLanding Page BuilderNearby role
Web Analyst
Structure the tracking brief for drop-offs

Today

We sell AeroBikes directly from our site. Our paid social traffic is up, but sales are flat. What data should I export to see where people are dropping off?
  1. Map the AeroBikes website funnel stages
  2. Identify required GA4 data export fields
  3. Structure the tracking brief for drop-offs
Sample data export checklistSample · illustration
  1. Traffic Source and MediumExport UTM parameters to isolate paid social campaigns.
  2. Landing Page EngagementPull session duration and bounce events per URL.
  3. Checkout Funnel EventsInclude add-to-cart, initiate checkout, and purchase completion events.

Stop guessing which channel drives real revenue. This role maps your acquisition, activation, conversion, and retention stages, turning raw exports into executive reports. It helps calculate customer acquisition cost, lifetime value, and conversion rates using your real business data.

Get StartedSee a sample result

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  • Maps user journey funnel stages
  • Drafts custom event tracking briefs
  • Formats standard campaign link structures

A typical work session

Here is an example of how you and the Web Analyst might audit an e-commerce tracking setup for the fictional brand AeroBikes.

  1. Step 1

    Set the tracking goal

    You ask the role to help measure which social campaigns drive the most completed bike purchases.

  2. Step 2

    Review current inputs

    The Web Analyst reviews the GA4 event export and the current list of marketing URLs you supplied.

  3. Step 3

    Organize UTM standards

    It spots inconsistent campaign parameters and drafts a strict lowercase UTM taxonomy for future links.

  4. Step 4

    Deliver instrumentation brief

    It outputs a GTM implementation checklist detailing the exact dataLayer variables needed for the add_to_cart and purchase events.

Funnel Drop-off Report · illustrative

Funnel Drop-off Report

An illustrative example of a role output based on provided data.

Funnel questionShared evidenceOpen questionVerification task
Why are visitors abandoning carts before payment?GA4 funnel export indicates a significant drop between the view_cart and begin_checkout events.Is the estimated shipping cost calculator missing or generating errors?Export the event path flow originating from the cart page to verify if users loop back to shipping policy pages.
Are technical errors blocking finalized transactions?The custom error tracking event triggers frequently during the add_shipping_info and add_payment_info steps.Which specific payment gateway or form field returns the most validation errors?Review the error_text parameter breakdown in the custom events report to isolate the failing field.

Actionable Tracking Plan

  1. You review the funnel drop-off points to identify the biggest leak.
  2. Your Website Marketer and CRO Specialist tests a simplified cart layout.
  3. The Web Analyst drafts a standard UTM taxonomy for all upcoming campaigns.
  4. You hand the GTM purchase event checklist to your developer for implementation.

This example is illustrative and does not guarantee specific results.

This is an ExtraHeads illustration of the role in action, not a live session or a screenshot of Grok Bot.

What your Web Analyst can help you achieve

Working with the Web Analyst gives you a clearer understanding of your traffic and conversions.

Clean campaign tracking

Your team receives standard tracking tags to apply across channels, establishing a foundation for cleaner reporting.

Transparent unit economics

You receive baseline customer acquisition and value estimates based entirely on your explicit formula inputs and supplied data exports.

Contextual funnel insights

You get qualitative findings regarding potential journey drop-offs, identifying tracking gaps and raising open questions when incomplete data prevents exact answers.

Who needs Web Analyst

Paid media budget managers

You paste campaign cost and sales exports so the role can calculate your actual customer acquisition cost.

Store owners with messy data

You share your current inbound links and the role drafts a clean tracking taxonomy to unify your reporting.

E-commerce conversion seekers

You provide traffic flow and cart abandonment exports to help the role map reported drop-off points in your funnel.

How it works

  1. Open the template link
  2. Select Add to Grok Bot
  3. Review the template
  4. Confirm Add Bot to create your own copy

After adding, you brief the role on your business' tracking setup and campaign goals.

Read the Get Started guide

You share your current tracking status, CSV data exports, and unit economy inputs like average order value or marketing spend. The Web Analyst processes this information to map out your funnel and highlight discrepancies.

Once the data is organized, you receive structured reports, UTM link builders, and clear GTM briefs. You review these insights and hand off the specific tracking requirements to your developers or pass the performance data to your marketing team.

Grok Bot Access Requirements

What the role prepares and what stays with you

The role prepares

  • Generates strict lowercase UTM link structures for your upcoming campaigns.
  • Outlines required tracking variables for standard commerce events.
  • Drafts periodic executive summaries calculating acquisition cost from your financial inputs.

You review and implement

  • Exports raw analytics data and provides unit economy baselines to the chat.
  • Implements the requested tracking scripts in the site codebase or tag manager.
  • Reviews funnel drop-off reports and hands insights to the marketing team for page updates.

What you get in the template

The template contains the core instructions, skills, and routines the role needs to function. It creates a separate editable copy in your account, and does not include live tool integrations, logins, or past chat history.

A strict lowercase UTM taxonomy checklist that teaches the role how to format all inbound marketing links consistently.

A GA4 and GTM instrumentation routine that guides the role to define critical custom events like add_to_cart and generate_lead.

A structured executive reporting format designed to calculate and present customer acquisition cost and funnel drop-offs clearly.

See a sample result

These samples for the fictional brand AeroBikes are illustrative, not real client results.

Sample deliverable · illustrative

UTM Link Taxonomy

The role standardizes inbound tracking links for upcoming product launches.

Campaign TypeTarget URLUTM String
Newsletter Promoaerobikes.com/sale?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale
Paid Brand Searchaerobikes.com?utm_source=google&utm_medium=cpc&utm_campaign=brand_search
Sample deliverable · illustrative

GA4 Event Brief

The role outlines necessary tracking events for a developer to implement in GTM.

Event NameTrigger ConditionRequired dataLayer Variables
generate_leadForm submission success pageform_id, form_name
purchaseOrder confirmation page loadedtransaction_id, value, currency
Sample deliverable · illustrative

Unit Economics Formulas

The role provides strict formula definitions for tracking overall acquisition efficiency.

MetricFormula DefinitionTracking Artifact
Customer Acquisition Cost (CAC)Total Marketing Spend / Total New CustomersRequires aggregated spend export from ad platforms and CRM new customer cohorts
Average Order Value (AOV)Total Revenue / Total OrdersRequires e-commerce purchase event value and distinct transaction_id count

These samples are illustrative. Results depend on the tools, web access, and data you provide.

Out of scope

Does not directly connect to your Google Analytics, Google Tag Manager, or Looker Studio accounts to alter live production tags or publish dashboards.

Does not run A/B tests or change website layouts; hand off funnel insights to your Website Marketer and CRO Specialist.

Does not invent baseline metrics, missing data, or industry benchmark percentages; relies entirely on the numbers you provide.

Trust and independence

ExtraHeads is an independent storefront. It is not affiliated with, endorsed by, or associated with xAI or X.

ExtraHeads does not receive your chats at checkout or when delivering a template. After you add a role, you work in your own copy.

Roles do not automatically connect. Add separate copies and brief them on handoffs if you want several roles to work together.

ExtraHeads does not sell Grok Bot access. You need the appropriate access to run the template.

Neighboring roles

Website Marketer and CRO Specialist

Takes your funnel drop-off data and designs page layout experiments to improve the conversion rate.

View Role

Chief Marketing Officer

Uses your unit economy reports and CAC calculations to adjust the overall marketing strategy and budget.

View Role

Landing Page Builder

Receives tracking requirements for campaign pages. The user or developer implements the tags; it provides no autonomous deploy.

View Role

FAQ

Do I need to give the role access to my Google Analytics account?

No. The role operates on data exports and summaries you provide in the chat. It does not require or support direct API integration with your GA4 or GTM accounts.

Can it build my Looker Studio dashboards?

It plans what data should go into a report and how to structure it, but it cannot log into Looker Studio to physically build or publish the dashboard for you.

Will it fix my broken UTM links?

It will audit the URLs you paste in chat, point out inconsistencies, and provide a standardized UTM checklist to ensure all future links are tracked correctly by your team.

Does it calculate industry benchmarks for my niche?

No. It focuses on your unique business data to establish baselines and calculates actual metrics like CAC and LTV without inventing generalized industry percentages.

What does install look like?

See How it works on this page and the Get Started guide to prepare your Grok Bot account.

Get Started

Turn your raw traffic exports into structured tracking plans and clear unit economics to measure what actually drives revenue.

Read the Get Started guide