About
Twenty years translating messy reality into measurable systems.
I’m Nuno Barreto, a digital analytics consultant based in Porto. I started writing HTML and tracking pixels in 1999 and have spent the two decades since moving between marketing, SEO, analytics, and senior insights work — both in-house and on the agency side.
The through-line has always been the same: turning messy reality into structured, measurable systems, and then making sure the people around them actually use them after I leave.
What I've learned
A few convictions earned the hard way.
- Frameworks beat dashboards.
- A dashboard without a framework is a chart with an opinion attached. A framework makes the dashboard a by-product instead of an emergency.
- Most tracking problems are naming problems.
- If your events don't share a clear taxonomy, no amount of GA4 cleanup will save the reports downstream. The fix is upstream, in the plan.
- Migrations are where tracking dies quietly.
- Replatforms break analytics in ways nobody notices for months. Measurement belongs on the release checklist, not the post-launch one.
- Implementation without enablement decays.
- The cleanest setup rots in six months if nobody on the team can extend it. The work isn't done until someone else can run it.
How I work
Discovery, framework, implementation, enablement — in that order.
I start with the question, not the tool. What does the business need to learn? What decisions hinge on the answer? That shapes the framework, which shapes the events, which shapes the tags — never the other way round.
I audit before building. There is almost always something useful already in place that just needs naming, governance, or a few targeted fixes. Rip-and-replace is rarely the right call, and rarely the cheapest.
I document for the people who’ll use the system, not the people who built it. The deliverable isn’t the dashboard — it’s a team that no longer needs me.
Career, in one line
Porto EditoraSonae MCSodexoMercedes-Benz.ioVML.
Retail, education, automotive, food services, B2B. Roles ran from web developer to SEO lead to senior insights — see LinkedIn for the chronological version.
Technical stack
- Analytics & tracking
- Google Analytics (GA4 + UA), Google Tag Manager, Adobe Analytics, Mixpanel, Amplitude, Contentsquare
- Visualisation & BI
- Looker Studio, Looker, Power BI
- Data & engineering
- Python, SQL, BigQuery, Databricks, Excel
- Other
- Salesforce Commerce Cloud (SEO config), Google Optimize, HTML / CSS / JavaScript
If any of this matches what you're working on, I'd be glad to talk.