Specialist
Digital Analytics, tracking and measurement for web and mobile apps. Six years structuring data in mature marketing, product and growth operations.
I help companies design tracking, dataLayer and analytics governance — so GA4, Google Tag Manager, BigQuery, Firebase and AppsFlyer work together as a reliable decision base for marketing, product and growth.
I — The problem
Most companies I talk to already have GA4, Google Tag Manager and some BI running. What's missing is architecture, governance and a source of truth that holds up day-to-day decisions across marketing, product and growth.
Events fire differently between web analytics and mobile app analytics, and every report tells a different story.
Marketing, product and BI look at the same numbers in GA4 and BigQuery and reach opposite conclusions.
A dataLayer that grew without criteria — fragile taxonomy, missing parameters, duplicate events.
Omnichannel journeys across web, iOS and Android measured halfway, with revenue attributed incompletely.
Paid media optimizing in the dark: duplicate conversions, events missing on the server, audiences you can't trust.
Beautiful dashboards no one uses because the team doesn't trust where the number comes from.
II — Services
For those who suspect something is wrong — but don't know exactly what.
A complete audit of your Digital Analytics stack: GA4, Google Tag Manager, Firebase, AppsFlyer, dataLayer and server-side. I map inconsistencies, coverage gaps and governance risks, with a fix plan prioritized by business impact.
For companies that need a solid base — from scratch or rebuilt.
DataLayer planning, client and server-side tagging architecture, event taxonomy and implementation across GA4, GTM, GTM Server, Firebase and BigQuery. A data foundation that holds up to product growth and paid media operations.
For products that live across web, iOS and Android.
Unified measurement across Firebase, AppsFlyer and Braze, with user identity, conversion deduplication and a real view of the journey across channels — the base for CRM, retention, attribution and audience activation.
For teams that want a specialist nearby, without hiring in-house.
Continuous work as a technical reference in Digital Analytics: release validation, tracking evolution, support for marketing analytics, product analytics and growth, and active data governance over time.
III — Method
A consultative process, no black box. Each step delivers something tangible — documentation, architecture, implementation or governance — and prepares the next.
Before touching any tag, I align business goals, real KPIs and the decisions marketing, product and growth need to make. Tracking without context becomes noise.
I map critical journeys on web and mobile app, define what needs to be measured — and why — and design the event and parameter taxonomy that will support GA4, BigQuery and the media operation.
I plan the dataLayer, the client and server-side tagging strategy in Google Tag Manager and how each tool — GA4, Firebase, AppsFlyer, Braze, BigQuery — connects in the operation.
Implementation paired with structured QA: validation of events, parameters, user identity and consistency between web and app before going live.
Living documentation, release process, data quality monitoring and continuous support to marketing, product and growth — so tracking stays reliable as the product evolves.
What changes
Marketing, product and BI stop arguing about the number and go back to arguing what to do with it.
Releases stop breaking reports and the data team stops fighting fires.
Correct server-side conversions, reliable audiences in GA4 and Braze, attribution that matches the real journey.
Metrics aligned across marketing, product and BI — with traceable origin in the dataLayer and BigQuery.
When data is reliable, the conversation stops being about the data and goes back to the business.
Tracking that holds up to new products, new channels and higher analytical maturity — without rebuilding everything.
Experience
“Built in real environments, with real complexity — where a tracking error costs a wrong decision, not just a pretty report.”
Six years working on measurement structures of companies with mature marketing, product and data operations. The experience comes from day-to-day work in contexts like:
IV — About
Rodolfo Rubim. Digital Analytics consultant focused on tracking and measurement for web and mobile apps, based in Brazil and working with companies in Brazil and abroad. For six years I've been structuring data operations in mature digital products, close to marketing, product and growth teams.
My focus is clear: make sure every event measured in GA4, Firebase or AppsFlyer makes business sense, that the dataLayer holds up to product growth, and that marketing, product and BI can trust — and decide — from the same source.
I work in a consultative way, close to both technical and business teams. I don't deliver only implementation: I deliver architecture, governance and clarity, so analytics stops being a bottleneck and becomes a competitive advantage again.
More about my background and recent clients.
Stack
GA4 · Google Tag Manager (web and server) · BigQuery · Firebase · AppsFlyer · Braze · dataLayer planning · Server-side tracking · Data governance and quality
Next step
An initial 30-minute conversation. You tell me the scenario — current stack, teams involved, what's blocking — and I'll show you what's usually behind the problem and the shortest path forward, with or without my work involved.