The engineer behind your analytics

Computer Engineer by training, analytics specialist by trade. Seven years fixing the measurement problems that cost brands conversions and ad spend.

CH·01 · Background

I'm a Digital Analytics Specialist based in London. Most clients come to me when their data can't be trusted: GA4 numbers that don't reconcile, conversions disappearing behind ad blockers and consent prompts, or a server-side setup that was never properly validated.

Over seven years I've become the person agencies and in-house teams call for the hard problems: GA4 and GTM implementations that need to be right, server-side migrations that protect ad spend, and consent setups that keep measurement intact without breaking compliance. Those projects have generated over £300k in revenue for clients.

My background is Computer Engineering (Universidade de Vassouras, Brazil), which means I can talk to your dev team in their language and translate their specs into something marketing can actually act on. That gap between the two teams is where most tracking breaks.

Outside client work, I build iOS apps. It keeps the engineering side sharp, and shipping a product end-to-end is a good reminder of what it takes to get something into the real world.

Felipe Goncalves, digital analytics specialist, London

CH·02 · Who I work with

The teams I fix data for

Funded scale-ups (e-commerce, B2B SaaS, and mobile apps, Seed to Series C) investing in GA4 and paid media without a dedicated analytics engineer on staff.

Typically the brief is one of three things: GA4 numbers that don't reconcile with the backend, a consent setup that is quietly reducing the conversions Google Ads can see, or a team that has stopped trusting the dashboard and needs someone to fix that before the next planning cycle. That is the work I take on.

Four ways to work together

Audit

A fixed-scope health check of your GA4 / GTM / server-side setup, with a prioritised action plan.

Project build

A defined implementation (GA4 setup, server-side migration, consent mode) with a clear deliverable.

Retainer

Ongoing measurement support, monitoring, and optimisation as you scale.

Training

Hands-on sessions that turn your team into confident GA4 and GTM power users.

CH·03 · Tools

Expertise

The stack I work in day to day. For most clients the ones that earn their keep are GA4, Google Tag Manager, server-side tracking, and BigQuery. The rest is depth I bring in when a project calls for it.

Analytics Platforms

Google Analytics 4 Amplitude Analytics Firebase Analytics Matomo Analytics

Tag Management

Google Tag Manager Server-Side GTM Data Layers

Mobile Measurement

AppsFlyer Adjust Branch Singular Firebase SKAN 4

Data & Visualisation

BigQuery Looker Studio SQL Python

Development

Swift SwiftUI JavaScript HTML/CSS

Privacy & Compliance

GDPR CCPA Consent Mode CMPs

CH·04 · Track record

Career Highlights

+30% Google Ads conversions, retail

Migrated a retail client's Server-Side GTM stack from AWS to Google Cloud. Cleaner first-party collection recovered roughly a third more conversions in Google Ads and 4% more in GA4.

£300k+ in GA4 360 renewals

Led UA-to-GA4 migrations for major UK brands and the server-side GTM builds behind them — technical work that turned into renewed contracts and long-term relationships.

100+ People Trained

Trained over 100 professionals in Analytics across different businesses and industries, from e-commerce to finance, helping teams trust and act on their own data.

App analytics, end to end

Delivered £100k+ in app-analytics projects — SDK integration to MMP attribution with Adjust and AppsFlyer on Firebase and Google Cloud — as the technical reference for a 20-plus person team.

Published iOS Developer

Built and launched "Easy Bill Split" on the App Store, a side project I designed, built, and shipped end-to-end.

GA4 Certified, Google Analytics Individual Certification

CH·05 · Contact

Let's work
together.

Whether you need a full analytics implementation or just someone to untangle your GTM container, the first conversation is free.

Free Analytics Health Check →

contact@ffgcvs.com ⧉

linkedin.com/in/ffgcvs