Why your GA4 migration is really a governance project.
Most migrations fail silently. Here's what to watch for, and how to set up naming and ownership rules before the first tag fires.
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My Story
For over five years I've helped brands move from reporting dashboards to decision systems — instrumenting the data layer, modelling what matters, and translating numbers into revenue and business impact.
Marketing analytics engineer · Founder, DataScrive
Helping business grow by leveraging their data
I began in paid media and digital marketing, running campaigns and maximizing the ROAS. I was good at it — but I kept getting distracted by something underneath every dashboard: is this number actually true? And what is it really telling us?
That question pulled me in. I started implementing tracking instead of just consuming reports. I began uncovering the gap between what teams thought was happening and what the data actually said. I built systems where there used to be guesswork. And somewhere along the way, I fell in love — not with the tools, but with records themselves.
Think about it: the oldest writing humans ever produced wasn't poetry or scripture. It was accounting. Clay tablets from Mesopotamia, over 5,000 years old, logging transactions — including workers being paid in rations of beer (which I'm also passionte about). Before we wrote stories, we wrote receipts. Records are how civilization remembers, settles, and trusts itself. Every data system I build is part of that same lineage: someone pressing a stylus into clay so the next decision can be made on something real.
That's the work I do now — designing measurement systems, building data foundations, and turning messy digital exhaust into something a business can actually bet on. I've done it for Pizza Hut, Isobar, Gillette, Banco de Loja, Bancolombia, Good Will, and dozens of others.
What I care about most: clean data flows, honest measurement, and the craft of translating a business question into a number you can bet on.