Profile
Federico is a director and partner in Digital Strategy Consultants and leads the firm’s analytics and measurement capability. He has over 10 years of hands-on experience designing, implementing and refining advanced data and analytics solutions for clients.
His expertise includes Google Analytics 4, e-commerce analytics, Google Tag Manager, server-side tracking, attribution modelling and wider data-collection strategy. Federico is known for his methodical, technically rigorous approach and his ability to turn complex measurement challenges into reliable, scalable solutions.
Areas of expertise
- Google Analytics 4
- Google Tag Manager
- server-side tracking
- e-commerce analytics
- measurement strategy
- dashboards and reporting
Insights by Federico Conti
Authored and reviewed insights will be drawn from the governed authorship relationships.
Mastering Calculated Metrics in GA4: Enhance Your Data Strategy
GA4 calculated metrics combine existing standard or custom metrics through a formula. Define the business meaning first, confirm compatible units and scope, document ownership and limitations, test against source data and use the current property limits rather than describing the feature as a 2024 novelty.
Master Google Analytics Attribution Models for Insightful Marketing
GA4 attribution assigns conversion credit under configured rules; it does not prove that a channel caused the outcome. Marketers should govern key events, channel definitions, reporting attribution and lookback windows, compare paths and sensitivity, and use experiments or other causal methods for major budget decisions.
GA4 in 2026: Capabilities, Limits and Measurement Priorities
GA4 is now the standard Google Analytics platform, but value does not come from enabling every feature. Organisations should prioritise a clear measurement plan, governed events and key events, consent-aware collection, dependable campaign tagging, BigQuery or export strategy where justified, reconciled definitions and reporting that supports real decisions.