About

Hi, let me introduce myself. My name is Oleksii Zharii, and I'm a web analyst / MarTech specialist / tracking engineer (pick whichever you like). It comes down to the same thing: I collect, clean and deliver signals from websites and mobile apps into analytics and advertising systems. What do I mean by a signal? A user action the site recorded and that is worth passing on: to put the data in a warehouse, or to reach the bid manager and optimise the ads.

My default stack is GA4, Google Tag Manager (both web and server-side containers), Google Ads, Meta Ads, Bing Ads (any ad platform, really), AppsFlyer, Firebase, BigQuery, and a range of AWS services: Redshift, Athena, S3, Glue.

For as long as I can remember, back when I was still a user acquisition manager, I wanted a blog of my own where I could share what I know. Even knowing that the blog as a format gives off a faint whiff of the archaic, I decided to start one anyway and build it exactly the way I always wanted it. Thanks to AI, the technical side stopped being the thing standing between the idea and the thing itself.

Right now I work at an international company focused on B2B and B2C SaaS products. I lead a team of web analysts; it sits inside a larger unit responsible for the quality and warehousing of marketing data. I've been in web analytics since 2019, and before that I spent four years on paid traffic as a UAM.

What I write about

First of all, this is unlikely to be a place for the basics ("What is web analytics?", "How to install Google Tag Manager" and so on). There is plenty of that online already. What you will find here is writing done for the love of it, and with some heart in it. I will try to write about my own experience and my own thinking: to bring some "added value", as the saying goes, rather than chew over topics my colleagues covered long ago. Now and then I may break that rule. There are gems out there whose authors never got the reach the material deserves, simply because nobody had heard of the site.

Let's talk

What I offer is my own experience and my own view, which may well differ from yours. I don't claim to have the final word, but I'm always open to a discussion.