Analytics and data

Measure, analyze, and transform data into useful information, improving ROI and optimizing your website and user experience.

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Real metrics, smart decisions

Making decisions based on intuition rather than real data is one of the biggest risks for any digital business. Many companies face "data blindness": they have tools like GA4 implemented, but they don't trust the accuracy of the information they report or they get lost in vanity metrics that don't reflect the project's financial health. 

The technical complexity of the new privacy regulations and the difficulty of integrating data from different channels (SEO, SEM, CRM) create a paralysis that prevents identifying which channels are truly profitable and where budget is being lost due to a lack of proper attribution.

Business-oriented measurement ecosystems

My focus on analytics and data transforms the chaos of metrics into a strategic asset for your business. As a senior consultant, I don't just set up tools; I design a comprehensive measurement ecosystem that aligns technical lead generation with your revenue goals.

 I implement advanced tracking solutions using Google Tag Manager and GA4, ensuring that every critical user interaction is accurately tracked and in compliance with current regulations.

My work culminates in the creation of customized dashboards in Looker Studio, specifically designed so that management can visualize the ROI of each investment in a clear and actionable way. 

By integrating my 20-year strategic vision, I translate technical data into business insights, allowing you to optimize your budget, improve conversion rate (CRO), and scale your growth with the confidence that only evidence-based decisions can provide.

Why entrust me with the intelligence of your data?

  • Senior business vision: I'm not just a technical implementer; I'm a strategist who understands that data is only valuable if it helps increase your revenue.
  • 20 years of analytical judgment: I have managed analytics in demanding environments, where data accuracy was critical to the survival of the business model.
  • Elimination of vanity metrics: Filter out the noise so you can focus exclusively on the indicators that move the needle on your profitability (ROI, CPA, ROAS).
  • Technical independence: You retain full ownership of your GTM containers and Analytics accounts; my job is to make them work for you as a competitive advantage.
  • Multi-language approach: Expert in setting up the tracking of complex international projects, ensuring consistent measurement across all your markets.
  • Integrated artificial intelligence: Although it is not always necessary, I can incorporate different AI models (LLMs) into data analysis to automate and streamline processes, improve efficiency, and drive growth.

Audit and measurement plan

I analyze your current setup to detect tracking errors and define a customized measurement plan based on your business KPIs. We establish which events and conversions are critical for monitoring true profitability, ensuring the database is complete and fully reliable from day one.

Technical implementation and tracking

I handle advanced Google Tag Manager and GA4 setup, integrating e-commerce tracking, forms, and custom events. I ensure data flow complies with current privacy policies, creating a robust technical infrastructure that seamlessly connects all your digital touchpoints.

Visualization in strategic dashboards:

I design automated dashboards in Looker Studio that transform complex metrics into intuitive charts for informed decision-making. These reports are structured so that you can see, at a glance, the performance of your channels, your cost per acquisition, and the financial health of your campaigns.

Analysis of insights and recommendations:

I don't just deliver data; I provide a monthly strategic analysis of the results to identify areas for improvement and opportunities for scaling. I translate user behavior into tactical recommendations for your SEO, SEM, and Product teams, closing the loop between measurement and business profitability.

Customer reviews

Mandala Creative Studio
Mandala Creative Studio
We are very satisfied with Paolo Dossena's SEO optimization work for our marketing agency, Mandala Creative Studio. His professionalism, efficiency, and in-depth knowledge of web positioning are generating excellent results. Furthermore, his friendly and approachable manner ensures smooth and effective communication. We wholeheartedly recommend his services.
Susana
Susana
I'm very happy with the service provided by Paolo. Hiring him as our SEO consultant in Barcelona was the right decision. He's attentive, efficient, and provides excellent customer service. He finds solutions for all the problems we've encountered due to having a rather outdated website. I definitely recommend him.
Elias Ferreres
Elias Ferreres
Paolo has been our SEO consultant for over a year now, and everything has been fantastic. We've seen a huge increase in website traffic and have been growing steadily. Highly recommended.
Ricardo Pérez
Ricardo Pérez
Paolo is incredibly professional, delivering high-quality work that gets results. He's also quick to respond and always there to help whenever you have a question.
Gonzalo Molina
Gonzalo Molina
Professional with extensive experience in online marketing consulting, specializing in SEO, PPC and social media.
Agnese Miselli
Agnese Miselli
I had the opportunity and good fortune to work with Paolo at two companies (Floraqueen and Leadtech). He is an excellent professional with a wealth of knowledge and a great passion for SEO. He is always up-to-date on the latest developments and readily available to share his expertise and apply it in every way.
Rafael Ruiz
Rafael Ruiz
Organized, results-oriented, and creative. These are highly valued qualities for any professional today, but the most valuable, and something Paolo excels at, is emotional intelligence. He knows how to manage a team and make them feel valued, which is reflected in their productivity. On the operational side, his experience and resume speak for themselves: high-quality online marketing.
Victor Fernandez
Victor Fernandez
Working with Paolo was great. He has a deep understanding of SEO and SEM techniques and strategies. His professional skills are complemented by his excellent attitude and teamwork abilities.
Dovidena del Campo
Dovidena del Campo
Working with Paolo has been a true pleasure: he's kind, intelligent, and above all, highly professional. His knowledge of organic search engine optimization is extensive, and he has helped me on numerous occasions to optimize my social media presence. Paolo understands the importance of the relationship between SEO and social media, and he has consistently demonstrated this to me with a constructive attitude on every project we've collaborated on.
Davide Nicolucci
Davide Nicolucci
Paolo is highly competent and professional, possessing a wide range of SEO skills and knowledge. I've worked with him on various projects to achieve optimal SEO and social media results, learning a great deal in a relatively short time. He's full of practical advice and insights. Furthermore, he's very pleasant and easy to work with. Thank you.
Victor Lopez
Victor Lopez
We shared tasks between the SEO and technical departments. I have to say he was very easy to work with because he had technical knowledge, and when it came to applying SEO techniques, his expertise in certain areas beyond SEO was invaluable to us. Furthermore, many of these SEO techniques were focused on increasing website traffic and, therefore, having a positive impact on conversions.
César Solaz
César Solaz
With his extensive knowledge of online marketing and e-commerce, Paolo's SEO management for Groupalia has had a considerable impact on the business. It's not easy to find a professional with his same balance of technical and business expertise.
Jesus Carpintero
Jesus Carpintero
Working with Paolo is fantastic. Through his collaboration, I discovered a highly experienced individual with a deep understanding of integrating SEO and IT solutions. Paolo is an excellent technical SEO specialist capable of handling even the most demanding projects. He consistently demonstrates solid expertise across multiple areas. If you ever need someone who performs under pressure, delivers flawless results, and consistently performs well, Paolo is your man!
Xavi López Puig
Xavi López Puig
Paolo has given us the precise and necessary guidance to give Groupalia mobile a real boost with organic positioning, both for our mSite (SEO) and for our apps (ASO - App Store Optimization). He's always up-to-date on SEO strategies and on top of that, he continuously monitors and evaluates results.
Martin Gonzalez Vazquez
Martin Gonzalez Vazquez
Paolo is a highly professional, goal-oriented individual with excellent communication skills. His in-depth knowledge and expertise in SEO strategies make him a very well-rounded SEO specialist. During our time together at Mecalux, he was proactive, friendly, an excellent colleague, and a great team player.
Michael Freeman
Michael Freeman
Paolo is an SEO expert with a lot of energy and enthusiasm. He's up-to-date on the latest trends in the search marketing market and has great ideas on how to build and strengthen any company's search engine presence.
Ricard Menor
Ricard Menor
Paolo perfectly balances technical and content SEO. He stands out for his autonomy, consistency, and proactive approach to difficult challenges. He is trilingual (Italian, Spanish, and English) and an invaluable collaborator. After working together at Budgetplaces, I continue to rely on him for my projects because of his approachability and professionalism.
Erik González Larsson
Erik González Larsson
Paolo has a highly technical SEO background and a thorough understanding of all aspects of web positioning, both on-page and off-page. He also knows how to focus on what's truly important, organizing tasks effectively to concentrate on the core business objectives.
Fernando Constantino
Fernando Constantino
During my time working with Paolo at BudgetPlaces, I saw him as a highly qualified professional who also fostered a positive team environment. In the following years, Paolo's expertise in SEO made him a professional I would recommend for any online marketing management position, particularly in SEO, for medium-sized or large companies.
Tharien Pieterse
Tharien Pieterse
In just four months working together, Paolo stood out for his innovation, teamwork, and passion for SEO. His approach goes beyond the technical aspects: he seamlessly integrates SEO with content, social media, and affiliate marketing. He's the ideal specialist if you're looking for someone who can collaborate closely with other marketing and creative departments.
Blanca Draper Mallen
Blanca Draper Mallen
It has been a pleasure working with and learning from Paolo. He is an excellent SEO professional and has perfectly demonstrated this by making Groupalia a more optimized e-commerce site through the creation of strategic content tailored to each of Groupalia's pages, with the goal of generating more traffic on both web and mobile devices. Throughout our collaboration, he has helped me to best implement SEO in my designs, making them much more usable and flexible, and thus achieving a significantly higher conversion rate.
Jac Van Ommen
Jac Van Ommen
Although Paolo only worked as SEO manager for a short time, we greatly appreciate his contributions to our company. He is highly skilled in SEO and leading a team of consultants, and he was very adept at managing client expectations. In addition to his professional abilities, he is a warm, humorous, and creative person. It was Paolo's own decision to take the next step in his career. We wish him all the best!

Frequently Asked Questions

Is it mandatory to migrate to GA4 or use server tools?

GA4 is Google's current standard, and its correct configuration is vital to avoid losing historical data. Depending on your traffic volume and privacy requirements, we will assess whether a server-side implementation is necessary to improve the accuracy of your data.

Yes. My goal is for you to have a 360-degree view of your business. We can connect external data sources to your dashboards so you can see the entire funnel, from the first click to the final sale recorded in your internal system.

Modern analytics must be ethical and legal. I configure Google's Consent Mode and ensure that tracking is only activated with user consent, protecting your company from potential legal penalties.

It's not necessary. I design the dashboards in Looker Studio so you can receive or view key information in a summarized and visual way. The goal is for you to save time and focus on decisions, not on data extraction.

Absolutely. I have experience setting up measurement ecosystems for projects with a presence in Spain, Italy, and English-speaking markets, adapting the currency and KPIs to the specific characteristics of each region.

Start making decisions based on real data.

Contact me