Hello! I’m João Mattos Senior Paid Media Analyst

I'm João Mattos. I work on the technical side of marketing. Server-side tracking, attribution modeling, data pipelines, automation.

I'm currently a Tracking and Attribution Specialist at Modern AI. I own the tracking infrastructure for 25+ eCommerce brands. Most of the work is server-to-server pipelines on n8n and Meta's Conversions API, keeping Event Match Quality high and signal clean across different sGTM setups. The MarTech stack I work with daily: GTM, GA4, Meta Business Suite, TikTok, Klaviyo, and whatever CRM the client runs.

Before this, I spent four years in paid media. Most recently at CABA Design, managing six-figure monthly spend on Google, Microsoft, and Snapchat for US-based DTC furniture brands. Before that I led paid media ops at an agency, a team of 10 analysts and a portfolio that went from 20 to 50+ clients.

Before marketing, I was a full-stack developer. Built a SaaS platform with API integrations across 80+ automotive marketplaces, used by 300+ resellers. That engineering background is what I bring to the tracking and data work I do now, guided by solid experience in paid media. Read about my journey below..

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Latest Professional Experiences

  1. Tracking and Attribution Specialist

    Owning tracking and attribution infrastructure for 25+ eCommerce clients, engineering server-side solutions that preserve signal integrity under privacy restrictions.

    • Maintaining and optimizing custom server-to-server tracking pipelines on n8n and Meta's Conversions API. Primary stakeholder for Event Match Quality and multi-platform attribution health.
    • Solving conversion tracking edge cases across diverse sGTM setups, and codifying SOPs, checklists, and automations that guarantee quality implementations at scale.

  2. Paid Media Analyst

    Scaling a portfolio of US-based furniture eCommerce brands by engineering a data-first approach to paid media, managing six-figure monthly ad spend across Google, Microsoft, and Snapchat.

    • Architecting and maintaining a marketing analytics stack with SQL, Python, and Looker Studio to unify data sources and deliver actionable intelligence to stakeholders.
    • Translating complex MTA data from Northbeam and Triple Whale into clear optimization strategies to improve ROAS. Implementing tracking with GTM and overseeing product feed integrity with DataFeedWatch.

  3. Paid Media Operations Lead

    Led a team of up to 10 analysts and scaled the agency's paid media operation for Creator Economy brands from 20 to 50+ active clients. Built custom integrations and Python automations across the Google Ads and Meta Ads APIs to unify investment data across the operation.

  4. Media Buyer

    Worked with agencies including V4 and Ultra, and as a freelancer, managing Meta and Google Ads campaigns for a range of clients. Conversion tracking, GA4 analysis, and campaign strategy across the portfolio.

  5. Web Developer

    Full-stack development on a SaaS platform for automotive resellers. Built and maintained API integrations across 80+ third-party automotive marketplaces, used by 300+ vehicle resellers to automate multi-platform ad publishing.

Tools and Techniques I use

Data Analysis (SQL, Python)
Multi-Touch Attribution (MTA)
eCommerce Growth
Product Feed Management
Data Visualization & Reporting
Advanced Tracking (GTM, Server-Side)

Got questions?

You can reach out to me via email or WhatsApp. I will get back to you as soon as possible.

E-mailcontact@joaomattos.pro
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