Data and Tracking for Better Decisions
I implement the data layer needed to measure acquisition, conversion, product, operations and revenue with more clarity — connecting tracking, CRM, BI, media and internal systems.
Growing Without Reliable Data Becomes Guesswork
Many companies invest in media, product, content, sales and automation without knowing exactly what is working. Poorly configured events, inconsistent UTMs, disorganized CRM and incomplete dashboards create decisions based on perception, not evidence.
A Measurement Layer Connected to the Business
I structure tracking, events, dashboards and data pipelines to connect acquisition, product, CRM, billing and revenue. Delivery can include server-side tracking, event audits, attribution, funnel metrics, executive dashboards and integration with marketing and BI tools.
What I implement
Server-side tracking for product, marketing and conversion events
Configuration of events, pixels, UTMs, conversions and multichannel attribution
Executive dashboards to monitor acquisition, funnel, revenue and operations
Data pipelines between product, CRM, media, analytics, billing and BI
Product, activation, retention, conversion, CAC, LTV and payback metrics
Data layers to feed AI, reports and decision-making
Tracking, data quality and event consistency audits
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Use Cases
Server-side Tracking
Implementation of events and conversions through the server to improve reliability and reduce tracking loss.
Resultado
More consistent data for media, analytics and conversion analysis.
Executive Dashboard
Panel with acquisition, revenue, funnel, product, operations and channel metrics.
Resultado
Consolidated view for weekly decisions and growth monitoring.
Multichannel Attribution
Organization of UTMs, events, sources, campaigns and journeys to understand channel contribution.
Resultado
Better reading of CAC, conversion and performance by channel.
Product Metrics
Tracking of activation, retention, feature usage, critical events and user behavior.
Resultado
Product evolution based on real usage, not only internal opinion.
CRM + Media Integration
Connection between leads, campaigns, opportunities, sales and revenue to measure acquisition quality.
Resultado
Optimization based on real leads and customers, not only form volume.
Data Audit
Review of events, pixels, analytics, dashboards, CRM and data sources.
Resultado
Identification of failures, duplications and gaps that distort decisions.
Common deliverables
- Map of events and critical metrics
- Tracking plan
- Client-side and server-side tracking implementation
- Integration with CRM, media, product and BI
- Operational or executive dashboard
- Documentation of events, sources and metrics
- Audit and improvement recommendations
When it makes sense
- The company does not trust current marketing, product or sales data
- The team cannot correctly measure source, conversion, funnel or revenue
- There is media investment without reliable attribution
- Product, CRM, billing and analytics are disconnected
- The company needs dashboards for weekly or executive decisions
- The business wants to improve acquisition, retention, efficiency or monetization based on data
When it does not make sense
- When the company does not have minimum data or event volume for analysis
- When there is no intention to use data to make decisions or change processes
- When data sources are inaccessible or cannot be integrated
- When the expectation is perfect attribution precision without accepting technical and privacy limitations
¿Vemos dónde puede generar más impacto la tecnología?
Empieza con un diagnóstico para identificar la etapa de la empresa, los cuellos de botella y las oportunidades de aplicar IA, software, datos y go-to-market.