Track
Campaign Structure
UTM naming, source and medium clarity, campaign taxonomy, GA4 event thinking, and cleaner links between channels and reporting.
Measurement & Campaign Reporting
Making campaign activity easier to read.
I build practical measurement workflows across GA4, UTMs, email analytics, newsletter reporting, dashboards, HubSpot, Salesforce, and campaign performance operations.
Practice areas
A practical view of the measurement systems I am developing through certifications, public gallery reporting, and volunteer-ready campaign builds.
Report
Performance Views
Email analytics, newsletter reporting, dashboard views, and simple summaries that make campaign activity easier to understand.
Improve
Next Steps
Looking for patterns in performance so teams can see what worked, what needs attention, and what might be worth testing next.
Platforms
Certifications & tools.
A working stack for campaign operations, reporting, and dashboard-ready measurement.
CRM & Email
Salesforce + HubSpot
Salesforce email and dashboard certifications, HubSpot campaign experience, list hygiene, segmentation thinking, and campaign operations workflows.
Analytics
GA4 + UTMs
GA4 reporting, campaign source and medium structure, UTM naming, landing-page behavior, event tracking, and small-sample interpretation.
Reporting
Dashboards + Sheets
Dashboard-ready summaries, Google Sheets cleanup, CSV import/export workflows, Mailchimp reporting, and clear readouts for non-technical teams.
Applied Learning
Building shareable evidence.
My measurement work combines certifications, self-directed builds, and volunteer-ready projects. I focus on practical reporting that helps teams understand campaign activity without making the work feel more complicated than it needs to be.
I am using public community gallery projects, starting with softball galleries, as practical spaces to build GA4 reporting habits, compare audience behavior, and test how shared links, social posts, and gallery structure affect engagement.
Ongoing Case Study
From a buried request to a focused campaign.
A sensitive national communication spanning seven U.S. regions and their member leagues, reframed as a clear recipient experience and carried through production, delivery, measurement, and remediation.
Role: Campaign strategy, UX and content hierarchy, HTML email production, Mailchimp implementation, contact-list hygiene, stakeholder coordination, and performance analysis.
Challenge
An important request for In Memoriam submissions received limited response when it appeared among unrelated items in a general, bullet-based email. The emotionally sensitive ask needed clearer purpose, prominence, and direction.
Design response
I reframed the request as a dedicated campaign organized around three recipient questions: What is being requested? Why does it matter? What should I do next? The intentionally simple HTML email used clear hierarchy, readable content, and a direct response path, then moved into Mailchimp for repeatable delivery and measurement.
Measurement model
This was a binary request, not a conventional promotional funnel. A recipient could read the message, determine there was nothing to submit, and complete the intended decision without clicking. Opens indicate awareness and submissions indicate relevant action, but clicks against the full list are not a meaningful failure or conversion rate.
Initial engagement
The Saturday-afternoon send reached 258 of 283 attempted recipients across seven U.S. regions and their member leagues. Mailchimp reported 141 unique opens, 11 unique clickers, 512 total opens, and 15 total clicks, with no unsubscribes or abuse reports. Privacy protections can inflate opens, so the 54.7% figure is presented as reported engagement rather than a benchmark claim.
| Delivery signal | Count | Rate |
|---|---|---|
| Successful deliveries | 258 | 91.2% |
| Bounces | 25 | 8.8% |
| Unique opens | 141 | 54.7% |
| Unique clickers | 11 | 4.3% |
Deliverability diagnosis
Seventeen of the 25 bounces were associated with one member organization and were primarily soft bounces connected to its email-forwarding system. Separating engagement from delivery exposed a concentrated infrastructure issue rather than treating every bounce as the same contact-data problem.
Remediation
- Consulted with the member organization’s commissioner.
- Removed nine addresses and retained eight for continued use.
- Revised one retained address and removed one additional outdated contact.
- Identified a likely regional address typo for correction.
- Escalated the forwarding issue to the email hosting and delivery providers for investigation.
Projected improvement
After confirmed removals, the next sendable list is expected to contain 273 recipients. Correcting only the revised address and regional typo would produce an equivalent projected bounce rate of about 4.8%. If all eight retained forwarding addresses deliver, the potential rate is about 2.2%. These are scenarios, not measured results.
Next measurement phase
The next send will validate actual deliverability improvement and add submission outcomes. A future version could provide two explicit paths: submit a notification or confirm there is nothing to submit. That would make confirmed-response coverage measurable without misclassifying silence as failure.
Reporting window: August 8–12, 2026. Results are based on sanitized Mailchimp reporting and campaign records. Contact details and individual recipient behavior are excluded. Final submission outcomes and next-send deliverability remain in progress.
Case Study
Gallery campaign measurement.
A practical measurement example using public gallery projects, GA4 event tracking, and campaign reporting.
Question
Which gallery shares are leading people to do more than visit a page?
Approach
I added GA4 event tracking for gallery image downloads. Each event passed the selected image name into GA4, which made it possible to see which images people saved and which campaign links led to those actions.
| Session campaign | Downloads | Share |
|---|---|---|
| heatstrokes_gallery_2026 | 46 | 43.4% |
| sfgsl_week4 | 15 | 14.2% |
| psgsl_gallery | 14 | 13.2% |
| sfgsl_gallery | 8 | 7.5% |
| millie_nmx | 6 | 5.7% |
Why it matters
This turns a simple photo gallery into a measurable publishing system. Instead of stopping at page visits, the reporting shows which images people valued enough to save and which campaigns created deeper engagement.
Next improvements
- Standardize UTM naming across gallery shares.
- Group image names by gallery or event.
- Compare downloads against users and sessions.
- Build a simple recurring dashboard for gallery performance.
Based on sanitized GA4 exploration views for gallery image download activity. The numbers are presented as an early measurement signal and setup example, not a broad performance claim.
Signals
What I can speak to now.
This page shows the bridge between creative operations, campaign execution, and measurement. The examples use sanitized reporting from public gallery pages and volunteer-ready campaign workflows, including traffic sources, landing pages, engagement, device mix, referral patterns, and email click activity.