My role was to organize all data collection more cohesively and ensure the client could understand which traffic sources are the best generating and worth investing in, which should be optimized, and which might be abandoned. I was also left with tracking conversions, including e-commerce-related metrics, so we can associate the traffic source with the results, e.g., which generates the most leads, sales, and micro-conversions. This clarity and ease of understanding will empower the team to make informed decisions concerning their SEO and PPC efforts. Finally, I was tasked to dashboard user behavior, providing the team with a clear view of the site's weak points, traffic sources tables, and so on for swift action.