metricfixer Expert Team

The metricfixer Expert Team brings together specialists in paid advertising, web analytics, telemetry, conversion tracking, ecommerce growth, and marketing technology. Publications under this collective author profile are used when a topic benefits from cross-functional review rather than the perspective of a single specialist.

Editorial focus: practical problems at the point where advertising platforms, analytics systems, website implementation, consent and tracking logic, and business results meet. The team aims to explain not only what a platform reports, but how the underlying data and technical workflow produce that result.

About the metricfixer Expert Team

The metricfixer Expert Team is the core group of specialists behind collective research, technical reviews, implementation guides, and diagnostic materials published on metricfixer. The team combines performance marketing expertise with web analytics and engineering knowledge, allowing the same problem to be examined from the advertising, measurement, implementation, and business sides.

This cross-functional model reflects the history of Marketlab Group, which has worked in paid advertising, web analytics, and web development since 2013, including work as a technical subcontractor for advertising agencies and large in-house marketing teams. Over time, the work moved increasingly toward problems where campaign performance depends on reliable measurement, correct website implementation, and clean data exchange between advertising platforms, analytics tools, and business systems.

How the team developed

The roots of the current team go back to the early Marketlab period. In 2014, Mikalai Sasau founded Marketlab Media as a web-development business in Minsk. From 2015 onward, the company increasingly specialized in web analytics, PPC advertising, ecommerce measurement, and technical implementation.

By 2018, the expert model that underpins today’s metricfixer team had taken shape: advertising specialists, analytics experts, and technical specialists were working on the same client problems instead of treating media buying, tracking, and development as separate disciplines. Individual roles and formal affiliations continued to evolve, but this cross-functional approach became the foundation of the current Expert Team.

After the business expanded to international markets, this expertise developed into Marketlab Analytics and later into the metricfixer helpdesk model: a task-based service designed for companies, agencies, and marketing teams that need experienced specialists to investigate and solve a specific advertising, analytics, tracking, or website-related problem.

Meet the experts

Mikalai Sasau

Mikalai Sasau is CEO of Marketlab Analytics and one of the authors and technical leads behind metricfixer. His work focuses on web analytics, conversion tracking, PPC measurement, analytics audits, end-to-end measurement, advertising effectiveness, technical diagnostics, and AI-assisted workflows for marketing and analytics teams.

His editorial work often follows the full measurement chain: from a user action and browser request to tag execution, platform processing, attribution, CRM data, and the final reported business result. This systems approach is especially useful for complex cases where several platforms show different numbers even though each system may be working as designed.

Alina Kaltovich

Alina Kaltovich is a technical expert in telemetry and web analytics and leads the development function. Her area of responsibility sits between website engineering and measurement: how data is generated, collected, transferred, validated, and maintained across production systems.

Her expertise is particularly important in projects where an analytics or advertising problem cannot be solved inside a platform interface alone and requires changes to website logic, tracking architecture, data collection, integrations, or the underlying implementation.

Svetlana Shestakova

Svetlana Shestakova is an expert in Google Ads and Meta Ads. Her work focuses on campaign structure, optimization, performance analysis, and the practical relationship between paid-media settings and measurable business outcomes.

Within the Expert Team, this paid-media perspective helps distinguish a tracking or attribution problem from a campaign-management problem and keeps technical recommendations connected to the way advertising platforms actually optimize delivery.

Marharyta Proshina

Marharyta Proshina is a multi-platform performance marketing expert working across Google Ads, Google Analytics, LinkedIn Ads, Apple Search Ads, and Amazon Ads. Her background combines campaign management with analytics, attribution, and performance evaluation across different advertising ecosystems.

This breadth is particularly useful when the same business has to compare acquisition quality across several platforms, normalize reporting differences, or build a measurement approach that is not tied to the terminology or attribution model of a single advertising system.

Hanna Kuleva

Hanna Kuleva is an expert in Google Ads and Google Analytics with a strong focus on ecommerce promotion and advertising. Her work connects acquisition, product-level performance, shopping behavior, conversion measurement, and the commercial realities of online stores.

Within the team, she contributes the ecommerce perspective to questions involving paid traffic, analytics quality, campaign optimization, product promotion, and the difference between platform-reported conversions and the outcomes that matter to an online business.

How the Expert Team works

Many marketing problems cross several technical boundaries. A drop in Google Ads conversions may originate in campaign settings, consent logic, a broken website event, an analytics configuration, a checkout integration, or a mismatch between the advertising platform and the CRM. A Meta Ads discrepancy may be an attribution issue, a Pixel or Conversions API implementation problem, or simply a difference in how two systems define the same customer journey.

The Expert Team is structured around this reality. Instead of treating advertising, analytics, and development as isolated services, metricfixer uses the relevant specialists to follow the evidence across the complete workflow. The objective is to identify the layer where the problem actually occurs and to separate technical failure from legitimate differences in platform logic.

Editorial work at metricfixer

Content published under the metricfixer Expert Team name represents collective authorship or cross-functional review. These materials typically cover topics where reliable conclusions require more than one discipline: advertising-platform behavior, analytics implementation, conversion tracking, ecommerce measurement, consent and privacy technology, attribution, CRM reconciliation, and technical website architecture.

The editorial standard is practical rather than academic. Articles are written for readers with different levels of technical experience, but they aim to preserve the details that matter in real implementation work. When possible, recommendations are based on official platform documentation, reproducible technical behavior, and patterns repeatedly observed in production environments.

You can explore the team’s latest work in metricfixer Publications and the practical implementation materials in metricfixer Guides.