Sheet 01/08
10+ years across paid media, measurement and data. I connect the click to revenue, even when the conversion happens outside the browser.
Open to full-time, contract and remote · Based in Brazil (GMT−3), overlapping US and European business hours.
Where I've delivered results
Most companies think they have a traffic problem. They actually have a measurement problem.
The journey doesn't fit on one screen.
Customers see the ad, search, ask someone and come back days later.
And the sale happens far from the click.
In the app, in the store, on WhatsApp, with a sales rep, on a signed contract.
Media learns from what it can see.
Without sales data, the algorithm chases cheap clicks and the budget goes where it drives no revenue.
I bring revenue back to media.
With the right method for each business, linking every sale to the spend that brought it in.
And I get everyone looking at the same number.
Marketing, sales, product and leadership deciding on the same truth.
Budget where it drives revenue.
Every media dollar comes back as revenue you can measure and scale.
Sheet 02/08
Numbers don't match across platforms and more budget doesn't bring more results. The problem is almost always measurement, not media.
Somewhere in the funnel customers disappear: in the app, on desktop, at checkout, in the CRM. Without end-to-end tracking, your budget flies blind.
GTM Server-Side, BigQuery, offline conversions, CRM integration. I specify it, orchestrate the teams and validate until the data lands right.
Sheet 03/08
The outcome
| Index | |
|---|---|
| Baseline | 100 |
| Implementation | 50 (−50%) |
How we got there
Customers clicked the ad in a browser but subscribed inside desktop software. Ad platforms optimized for what they saw in the browser, so the conversions that drove revenue were invisible to them.
I identified the problem, mapped the solution and made the case to leadership until it was approved. I specified the events and taxonomy, wrote documentation for each team and orchestrated delivery across the consultancy, data and product. Then I validated the results in the platforms.
Click a step to watch the data flow throughTap a step to watch the data flow through
Data sample
# tracking-plan.yaml event: assinatura_confirmada trigger: payment.approved (desktop app) params: event_id: string # dedup browser + server value: number currency: BRL em: sha256(email) destinations: [google_ads, meta_capi, bigquery]
Data sample
GET /?gclid=Cj0KCQjw8…&utm_source=google Host: www.nextar.com.br HTTP/1.1 200 OK Set-Cookie: _fpid=fp.1.1718.8f3a2c; Max-Age=34560000; Secure; HttpOnly; SameSite=Lax event_id: "evt_8f3a2c_1718"
Data sample
POST /api/signup { "account_id": "acc_20931", "fpid": "fp.1.1718.8f3a2c", "gclid": "Cj0KCQjw8…", "platform": "desktop", "installer": "5.4.2" }
Data sample
POST graph.facebook.com/v21.0/{pixel_id}/events { "data": [{ "event_name": "Purchase", "event_id": "evt_8f3a2c_1718", "action_source": "system_generated", "user_data": { "em": ["3f1a9c…e07c9"], "ph": ["9b0e2d…a4f41"] }, "custom_data": { "value": 149.90, "currency": "BRL" } }] }
Data sample
SELECT c.account_id, s.gclid, s.campaign, c.subscribed_at FROM crm.customers AS c JOIN web.sessions AS s USING (fpid) account_id | gclid | campaign | subscribed_at acc_20931 | Cj0KCQjw8… | pmax_br_03 | 2025-11-04
Data sample
POST /webhooks/crm 200 OK 312 ms { "type": "subscription.created", "account_id": "acc_20931", "plan": "pro_annual", "value": 149.90, "at": "2025-11-04T14:22:08-03:00" }
Data sample
meta_capi 200 OK { "events_received": 1 } dedup browser + server → 1 event event_match_quality: avaliado de 0 a 10 google_ads offline upload: accepted 1, rejected 0 status conversion accepted ✓
{
"event_name": "assinatura_confirmada",
"event_id": "abc123",
"em": "<sha256 do e-mail>",
"value": 149.90,
"currency": "BRL"
}The infrastructure was built by specialists. The architecture, the coordination across teams and the outcome were my responsibility.
Sheet 04/08
Communication is what drives me. It saves projects, and when it fails, no tool can fix it.
My work starts before Google Ads, before the creative, before the budget. It starts by understanding where the message breaks and why the data isn't telling the whole story.
The common thread in my career is spotting what nobody was looking at and acting on it. Sometimes that meant specifying an attribution architecture and getting four teams to converge on it. Other times, turning a viral meme into an acquisition campaign.
SaaS for small businesses, 50,000+ active customers
Owned paid media and measurement. Specified and orchestrated the offline attribution that linked the click to the subscription inside the software. Directly managed a media assistant from 2025.
Investment platform, later acquired by Nubank
High-volume media across multiple channels. Aligned measurement with the web analytics team before every launch, including the homebroker app, and brought results and market updates to data, technology, branding and leadership. Took part in discussions to structure an internal DMP with Salesforce and Oracle.
One of Brazil's largest book and media e-commerce retailers
Omnichannel campaigns with Shopping, DSA and tROAS. My first experience with funnels and CRO at retail scale.
Working on Google Ads operations
Account diagnostics and campaign architecture learned at the source, to big tech technical standards.
Sheet 05/08
Google Experts, 2023
Google's invitation-only program, which trained more than 6,000 agency and brand professionals in 2023. The Guru title goes to those who complete the 8-month journey demonstrating command of Google Ads solutions.
Google, 2019
In-person immersion inside Google for a small cohort. It was the program that preceded Google Experts and its last in-person edition. It included a module on the MESA method. Trophy engraved with my name.
Google Cloud, Startup Hub Pop-up Salvador, November 2025
Gamified training with hands-on BigQuery and BigQuery ML labs, part of Google Cloud's Data Analytics and AI immersion in Salvador. It put into practice the data foundation behind the attribution architecture.
PM3, July 2025, 6 hours
Taught by Luísa Aguirra, HR manager at Alura. Applied in directly managing the media team at Nextar from 2025.
PM3, July 2025, 4 hours
Taught by Lylian Toledo, from HumanBridge. Delegation matrix, reading team maturity and 1:1 rituals.
Universidade Anhembi Morumbi, 2015
Bachelor's degree in Social Communication.
Sheet 06/08
In 2019, a video of Betina promising quick riches became a national meme. The noise landed exactly on the audience Easynvest wanted to educate about responsible investing.
People searching for the Betina video were interested in investing. Instead of competing with the story, we intercepted it: a video with real employees, the same script and a different ending, with no promises.
I compiled the search terms tied to the viral video and set them up as a YouTube Custom Intent audience, reaching people who were about to watch the original.
Sheet 07/08
Sheet 08/08
A funnel that isn't converting, a campaign running in the dark, a number that doesn't add up? That's the kind of problem I solve.
emanoel.moreira@hotmail.com
Based in Brazil (GMT−3), overlapping US and European business hours.