SAEPUL MALIKAnalytics & Tracking (GTM, GA, MoEngage)
Full ownership of the analytics stack — GA and Facebook Pixel through GTM, MoEngage-driven campaigns, and an in-house telemetry system for journey tracking.
Problem
The product needed visibility into user behavior and campaign triggering, and a way to catch errors early — without building everything from raw GTM/GA tooling, which gets unwieldy for journey-level tracking.
Architecture
Google Analytics and Facebook Pixel both route through Google Tag Manager. MoEngage handles campaign triggering off real user behavior. User-journey tracking specifically relies on MoEngage plus an in-house system, inspigo-telemetry, built to be easier to work with for that purpose than raw GTM/GA.
Execution
Full owner of this stack end to end — events, user journeys, and campaign wiring.
Impact
Drives retention and engagement analysis, gives visibility into product impact through user-journey data, and enables early error detection.