Company Overview Diligentsia (www.diligentsia.co.uk) is a B2B SaaS platform designed to automate due diligence and streamline investment lead management for venture capital firms. Our mission is to provide an intelligent, seamless, and scalable way for VCs to evaluate opportunities and manage deal flow.
We are seeking an experienced expert contractor with demonstrable expertise in web analytics implementation to help us gain deep insights into user behaviour on our platform. The goal is to track and understand user interactions across sessions, devices, and browsers, enabling data-driven improvements to our product experience.
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Project Scope You will be responsible for setting up, configuring, and documenting a web analytics system to help us deeply understand how users interact with the Diligentsia platform. While we currently anticipate using Google Analytics 4 (GA4) and Microsoft Clarity, we welcome your expert recommendations on alternative or additional tools if they are better suited to our objectives. As a startup we need to prioritise the use of free or very low-cost tools.
The analytics system should enable: • Tracking of new and returning users across sessions, devices, and browsers • Analysis of user journeys and identification of friction points or drop-offs • Monitoring of platform errors, form abandonment, and navigation flow • Measurement of key conversion points, such as user registrations and subscription signups • Delivery of actionable insights that align with product and business goals
Your role includes not only implementing the agreed analytics stack but also advising on tool selection, tracking strategy, and data interpretation best practices.
Project Objectives
User Tracking & Behaviour *Track new and returning users across devices and browsers. * Ensure consistent identity tracking across sessions. *Map user journeys to identify behaviour patterns and drop-offs.
Analytics Tool Setup * Configure or refine Google Analytics 4 for event tracking and user flow analysis. * Set up Microsoft Clarity for session replays and heatmaps, or suggest better-suited alternatives. *Integrate tools into existing workflows.
Event & Goal Tracking * Define and implement key goals (e.g. onboarding, registration, subscriptions). * Work with dev teams to embed event tracking into core product flows.
Data Quality & Performance * Monitor usability, errors, and performance issues. * Create dashboards or alerts to surface critical problems.
Reporting & Insights * Build clear, tailored dashboards for product, marketing, and leadership teams. * Focus on actionable, easy-to-digest reporting.
Privacy & Documentation *Ensure GDPR compliance and privacy best practices. *Document all systems, configurations, and scripts.
Deliverables 1. Analytics Strategy Document: Recommended tools, architecture, and event taxonomy. 2. Tool Configuration (GA4, Microsoft Clarity, or approved alternatives): o Custom dimensions and metrics o Enhanced measurement events o Conversion tracking setup o Funnel exploration reports or equivalents 3. User Behaviour Analysis Tools: o Heatmaps for key pages o Session replay setup o Click/scroll tracking and rage click alerts 4. Tracking Implementation: o JavaScript event tracking or GTM tag setup o On-page tracking for errors, form interactions, and abandonment 5. Custom Dashboards and Reports: o Behaviour flow o User cohort analysis o Conversion funnel o Error and drop-off diagnostics 6. Documentation, Training & Handover: o Tracking plan and tag reference o Access credentials and usage training o Final implementation walkthrough o Support to the Diligentsia team to understand the service as part of the handover.
Key Metrics to Track • New vs. Returning Users • Session Duration & Page Depth • User Journey Pathing • Funnel Completion Rates (e.g., onboarding, registration, subscription, upgrades) • Event Completion Rates (e.g., document uploads, team invites) • Error Rate by Page or Action • Form Drop-off Rates • Click Heatmaps and Scroll Depth • Session Replays for High-Exit Pages • Device & Browser Usage Trends
Qualifications • Proven experience with Google Analytics 4, Microsoft Clarity, or equivalent tools. • An understanding of Tag Management Systems and event-based tracking. • Experience with B2B SaaS platforms and funnel optimisation. • Familiarity with data privacy and GDPR compliance. • Strong communication and documentation skills.
Duration & Engagement This is a contract-based engagement expected to take 1–3 weeks, with potential for ongoing analytics support based on performance and company needs.
Use of AI tools is permitted to generate any part of the deliverables but you must check that the AI output is useful, relevant and correct and be ready to explain how the service is configured.
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