Versiunea în română disponibilă Schimbă în română →
Stack

What I work with daily.

I don't like long lists of "data-driven" and buzzwords. This is the concrete stack of tools I use for MUGA clients. Each chosen because it delivers something the rest can't.

Tracking & attribution

The foundation. Without properly configured tracking, optimization becomes an expensive guess.

  • Google Tag Manager (Server-Side) — for clean server-side tracking without data loss from ad blockers and ITP
  • Stape — GTM Server hosting, cheaper and more performant than GCP direct
  • Google Analytics 4 — the only serious web analytics platform
  • BigQuery — for custom reporting and attribution on first-party data, not platform-reported numbers
  • Conversions API (Meta, TikTok, Reddit) — server-side conversion tracking direct to networks

PPC & ad networks

The 4 networks worth spending your budget on. The rest are on the "What I don't do" list.

  • Google Ads — Search, Shopping, Performance Max (only with strict configuration)
  • Meta Ads Manager — Facebook + Instagram, with Advantage+ where it makes sense
  • TikTok Ads Manager — for clients with video creative that works
  • Microsoft Ads — surprisingly effective on US/UK for certain niches

Product feeds (eCommerce)

Most eCommerce campaigns fail at the feed level. Here's what I fix them with.

  • Google Merchant Center — source of truth for Shopping and Performance Max
  • DataFeedWatch — feed transformation with automated rules
  • Channable — DataFeedWatch alternative, sometimes a better fit
  • GMC Rules — native rules when no external tool is needed
  • Meta Catalog — feeds for DPA and catalog campaigns

SEO & GEO

Classic SEO for Google + GEO (Generative Engine Optimization) for AI search.

  • Ahrefs — keyword research, backlinks, content gap analysis
  • Screaming Frog — full technical audit on large sites
  • Google Search Console — primary data source for SEO
  • Schema markup + JSON-LD — structured data for rich results and AI Overviews
  • llms.txt — new file format that signals AI engines how to cite your content

Email marketing

For retention and nurture — the channel with the highest ROI per dollar when done correctly.

  • Klaviyo — the standard for eCommerce, excellent behavioural segmentation
  • Customer.io — for SaaS and clients with long sales cycles
  • Postmark — for transactional email with very high deliverability
  • Mailchimp — only if the client already uses it and migration isn't the right move yet

Reporting & analytics

The tools through which I show you what's actually happening in your campaigns.

  • Looker Studio — client dashboards, custom to each client's needs
  • BigQuery + SQL — deep analysis on first-party data
  • Hotjar — heatmaps and session recordings for CRO
  • Triple Whale — for eCommerce clients who want a single pane of glass

AI marketing & automation

AI for creative ideation, research, reporting automation, GEO and LLM SEO. Never for blind execution or set-and-forget on strategic decisions.

  • Claude — for research, audit prep, writing assist, and complex data analysis
  • ChatGPT — for creative ideation, campaign brainstorming, ad copy at scale
  • Perplexity — for industry research and competitive intelligence with cited sources
  • Gemini — for long-context analysis on reports and audits
  • llms.txt + structured data — for optimizing your content in AI search
  • BigQuery + AI — for anomaly detection and pattern recognition on first-party data
  • Custom ML scripts — for predictive bidding and budget allocation
  • Automation tools — Make, Zapier, n8n for repeatable workflows

Shall we work with the same stack on your account?

If your monthly marketing budget exceeds €15,000, let's talk.

Apply for a call →