Txema Sánchez.

Txema combines technical digital analytics with software development. His work involves understanding how data is generated on a website or app, preparing its collection and checking that the implementation matches the measurement plan. JavaScript, Google Tag Manager, GA4 and Firebase are part of that work, together with building tools that make other analysts’ jobs easier.

Measurement from the inside

His experience includes tagging plans, dataLayer development and the configuration of tags, triggers and dimensions. When an implementation needs custom code, he works with JavaScript and with the information available on the page to prepare the data required by measurement tools.

He also works on pixel auditing and validation, integrations with third-party tools and APIs, and technical documentation. His work has included GA4 implementations and migrations, reporting and A/B testing configuration. That quantitative side is complemented by experience with heatmaps and tools such as Hotjar and Lucky Orange.

Consent is part of his implementation work as well: he has configured solutions such as OneTrust and CookiePro. In apps, his experience includes technical validation of Firebase Analytics and building native iOS and Android applications for testing analytics SDKs.

A development foundation

His professional career began at Softtek in 2014, working with Java on application support and projects for an energy company. He also developed web pages, worked with data in SAP MDM and handled incidents. Later in that stage, .NET, C# and Angular were added in teams working internationally.

At Improving Metrics, between 2018 and 2021, he combined development with technical analytics: Angular dataLayers, tagging, auditing and automation. Since June 2021 he has worked as a Digital Analyst Engineer at El Arte de Medir. Across those roles he has worked with large organizations in publishing, fashion, insurance, betting and energy.

Tools that are shared

In October 2020 he co-founded Luratic with Brais Calvo and Alfonso Rodríguez. The project brings together Google Tag Manager templates, extensions and other resources for sharing knowledge and giving useful tools back to the community.

His contributions include Google Analytics Utils, designed to make GTM and analytics testing easier, and GA4 Enhanced DebugView, which shows the parameters of a selected DebugView event in the browser console. Both connect development work with the checks analysts need to perform.

The same approach appears in the GTM templates published by Luratic: integrations and utilities whose code can be inspected, understood and adapted. Documentation and configuration details accompany the technical work.

Automation and infrastructure

Automation also appears in his work with Google Apps Script. Since November 2022 he has also contributed to part of Datola’s infrastructure, with services deployed on a VPS using Docker containers. It is a technical contribution to the day-to-day operation of the community, complementary to the resources shared through Luratic.

In 2022 he joined Alfonso for the La hora de Datola episode “Innovate or die on the technical side of digital analytics”. The conversation covered the origins of Luratic, why they share resources and the relationship between programming and analytics.

Education and languages

He holds a Higher Technician degree in Web Application Development from I.E.S. Fernando Wirtz Suárez, where he studied from 2012 to 2014. His technical background includes JavaScript, Java, Angular, Swift, Google Apps Script and tag-management tools. He speaks Spanish, Galician and English.