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Services / MarTech & integrations

Measure what matters. And connect it to the tools that use it.

I connect applications, analytics tools and CRMs so that marketing and product work from the same data. I work as a MarTech Developer: tracking plans, Google Tag Manager, Analytics, HubSpot and the integrations that hold them together.

Tell me about your projectSee the projects

When it helps

The problems I tackle.

  1. 01

    Your Analytics data doesn’t add up: duplicate events, inconsistent names, conversions nobody can trace back anymore.

  2. 02

    Cookie consent is handled separately, and tracking doesn’t really respect it.

  3. 03

    Campaigns bring visits, but you don’t know which ones turn into customers.

  4. 04

    Your CRM and your application don’t talk to each other: contacts are copied by hand.

  5. 05

    Every new page or feature means redoing the tracking from scratch.

  6. 06

    Conversions happen outside the website, in an app or in a conversation, and aren’t measured.

What I can do

The work, in practice.

  • Tracking plans

    A clear, documented event taxonomy, shared between development and marketing, before a single tag is written.

  • Google Tag Manager and GA4

    Implementation with dataLayer, conversions, parameters and test environments. Server-side too, when needed.

  • Consent and privacy

    Consent banners and modes actually wired to tracking, with the user’s choices respected in every tool.

  • CRM and integrations

    Connecting applications and CRMs such as HubSpot: contacts, events and statuses that move from one system to another without manual copying.

  • Off-site conversions

    Events generated by applications, forms and conversations, sent to GA4, server-side Tag Manager and Google Ads.

Who I work with

I work with marketing and product teams, agencies and companies that want reliable data. I currently work as a MarTech Developer with Unguess; I can support an existing team or set up measurement for a new product.

Training Digital marketing fundamentals and Google Ads basics by Google (2019), Digital & Social Media Marketing tools by Ninja Academy (2019), SEO and content marketing with Google Digital Learning (2018).

  • Google Tag Manager
  • GA4
  • Consent Mode v2
  • dataLayer
  • UTM
  • HubSpot
  • Google Ads

How I work

From the problem to the release, and beyond.

  1. 01

    Understand the questions

    What decisions do marketing and product need to make? That tells you which events you need, and which you don’t.

  2. 02

    Design the plan

    Taxonomy, parameters, consent, destinations. A document that development and marketing read the same way.

  3. 03

    Implement and verify

    Tags, dataLayer, CRM integrations. Every event is checked in a test environment before going live.

  4. 04

    Evolve

    New features bring new events, in the same schema. Measurement grows with the product.

Real examples

A typed tracking plan

For Parenk I wrote a plan of about 35 events covering the whole journey: from choosing an experience to completing it, from creators’ work to sponsorships. The events are typed in TypeScript, with closed parameters: only anonymous technical identifiers, never free text or personal data. Tag Manager loads only after consent, and GA4 stays a secondary source next to the product’s own data.

On the Farty It Up! website, consent uses Google Consent Mode v2: everything denied by default, choices saved and reapplied on every page, and a banner that can be reopened at any time. UTM parameters from the first visit are kept for the session and attached to conversion events; clicks are tracked with simple HTML attributes, with no code scattered across pages.

Conversations that become conversions

In Recapito, a product of the company I work for, WhatsApp Flow forms send completion events to GA4, server-side Google Tag Manager and Google Ads. A request that comes in through chat ends up in the same reports as the campaigns that generated it.

Projects

Where I’ve done it before.

Contact

Got a product
to build?

Tell me about the problem, the context and where you want to go. I’ll reply with precise questions and a concrete proposal.

Tell me about your projectConnect on LinkedInGitHub

ciao@giovannibevacqua.com