Hi, I’m Felipe.

I’m an Analytics Solutions Architect, and I’ve spent almost a decade helping brands measure what matters. This is where I write up how to do it properly: tracking plans, tagging, consent and attribution, explained plainly.

I’ve worked with brands of every size, across industries and countries, and the same problems keep coming up: tags that quietly break, conversions that never reach the ad platforms, and reports nobody fully trusts. Each article takes one of those problems and walks through a fix you can apply at work, with the setup, the checks and the trade-offs included.