Pablo Mermet

I led the migration and complete restructuring of e-commerce measurement for a Prestashop store, implementing Google Tag Manager as the central tracking layer for GA4, Google Ads, and future advertising integrations. I designed and implemented advanced e-commerce events (view_cart, add_to_cart, remove_from_cart, begin_checkout, add_shipping_info, add_payment_info, and purchase), resolving limitations of the native Prestashop checkout through custom listeners and a dataLayer structured according to GA4 standards.

Additionally, I conducted technical audits of attribution and conversion, identifying measurement issues associated with the Redsys payment gateway and coordinating with developers and the provider's support to define a solution compatible with advanced analytics. The result was a fully measurable e-commerce funnel, prepared for campaign optimization in Google Ads, Meta Ads, and performance analysis in GA4.

I provided support to the Ad Ops team in the creation and maintenance of digital campaigns on the CM360 platform, following established processes and offering support for improvements.

I coordinate and execute Business Intelligence, analytics, and data science projects.

With my team, we have migrated multiple sites to GA4, integrated data from different sources to consolidate information, and visualized it clearly and understandably for decision-making.

I also execute site tagging for event measurement, digital campaign results measurement, and e-commerce.