Brais Calvo.

Brais works on the technical side of digital analytics and on building tools that make data easier to understand. His background combines implementation, development, teaching and community work: he is a co-founder of Luratic, Datola and nosDeu, and the creator of GA4 Spy. Much of what he researches and builds eventually becomes a tool, an article or a conversation with other professionals.

Measure with a purpose

In his articles about analytics plans, he argues that collecting data needs objectives, criteria and maintenance. He advocates clear and flexible plans that can evolve with the business and remain useful to the people who have to implement and use them.

The same concern appears in his writing about technical implementation: document the work, protect consistency, and understand when and how each data point is sent. It is a way of connecting tagging details with the questions analytics will later need to answer.

Build tools and open the code

In October 2020 he co-founded Luratic with Txema Sánchez and Alfonso Rodríguez. Through the project, they share Google Tag Manager templates and technical resources with the community, keeping code available so other professionals can inspect and adapt it.

He created GA4 Spy, a tool for inspecting publicly exposed GA4 configuration and published GTM containers. The project includes change monitoring and utilities for reviewing tags, triggers, variables and integrations.

He also maintains GA4 Spy · Cheatsheet, his GA4 reference for exploring dimensions, metrics, events and parameters, their technical names, scopes and availability. That documentation work connects technical research with the everyday questions of people who implement measurement, analyze data or build reports.

Professional experience and cooperative work

In May 2022 he joined LIN3S as a Digital Analytics Specialist, focusing on measurement and data strategy. Teaching and knowledge sharing have accompanied that work; in 2025 he taught in Webpositer Academy’s Digital Analytics Master’s program.

In December 2025 he launched nosDeu with Eva González. The cooperative works around data, digital analytics and process improvement. Its open handbook documents how the project is organized and how it approaches ongoing support for organizations, along with questions of culture, autonomy and shared work.

A community that is built too

Brais is a co-founder of Datola, which started in January 2021. His involvement includes publishing, conversations and organizing events. In May 2023 he helped organize the first La Datolada and also took the stage with “GA4: a problem of frameworks”.

Technical work and community building meet in projects such as La Dársena and Dataporte. At La Datolada 2026 he presented “Organizing data to care for the community” with Eva González, a talk about organizing information and participation inside Datola.

He has also shared what happens before an event opens its doors. In the episode “La Datolada from the organizing team”, he talked with Eva González, Iria Pico and Pablo Visos about content selection, difficulties, lessons learned and how the event has evolved.

Teaching and conversations among professionals

At Data & Friends, held in Madrid on April 12, 2025 by Webpositer Academy, he presented “It is not magic, it is analytics”. The talk covered where data comes from, what it is useful for and how to choose tools based on the questions you need to answer.

At MeasureCamp Madrid on October 24, 2026, he shared a session with Eva González about the future of measurement and the opportunities created by artificial intelligence. These are spaces where he brings the same doubts and changes he explores in his publications into open discussion.

Sharing what follows from practice

On LinkedIn he shares updates and observations about GA4, its APIs and the tools he builds. At Datola he writes about measurement, implementation and processes, and takes part in the La hora de Datola podcast.

Those conversations include “Analysts in the AI era: from extracting data to questioning it”, with Pablo Visos, Víctor Corral and Eva González. The common thread is the analyst’s work: how it changes, what analysts need to understand and which questions are worth asking of the data.