Mikalai Sasau

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

Editorial focus: practical measurement problems at the point where analytics, advertising platforms, websites, consent systems, and business data meet. The goal is to explain not only what a platform reports, but what actually happens between a user action, a tracking request, platform processing, and the final business result.

About Mikalai Sasau

Mikalai’s professional background combines entrepreneurship, media management, sales-driven businesses, web development, digital advertising, and analytics. The career started in 1999 in Minsk while Mikalai was studying at Belarusian National Technical University, first as a manager and producer at the Radio BA International production center and then through an independent concert and event business.

From 2001 to 2005, Mikalai was a co-founder and executive director of a printing company in Minsk. From 2005 to 2010, Mikalai ran a real-estate business focused on premium country properties, followed by work from 2010 to 2012 as a residential real-estate broker and expert with Grinwich Group, Tekta, and Domostroy in Moscow. From 2012 to 2014, Mikalai served as director of RBK Belarus.

From web development to digital analytics

In 2014, Mikalai founded Marketlab Media, a Minsk-based company focused on website development for small businesses. From 2015 to 2021, Mikalai led Marketlab Group and specialized in web analytics and PPC advertising. This period established the measurement and advertising focus that later became central to Marketlab Analytics and metricfixer.

In 2021, Mikalai moved to the European Union and expanded the work to the international market. Since 2022, Mikalai has served as CEO of Marketlab Analytics and as one of the authors and technical leaders of metricfixer.

Areas of expertise

• Web analytics and measurement architecture: designing and auditing how websites, analytics platforms, advertising systems, and business data exchange measurement signals.
• Conversion tracking and attribution: diagnosing missing, duplicated, delayed, or misattributed conversions across browser, server, advertising, analytics, and CRM layers.
• PPC measurement and advertising effectiveness: evaluating campaign performance through reliable conversion data rather than platform metrics in isolation.
• Analytics and end-to-end measurement audits: finding breaks between acquisition, on-site behavior, leads, CRM stages, purchases, and reporting.
• Technical implementation and diagnostics: translating tracking and advertising requirements into workflows that developers, analysts, and marketing teams can test and maintain.
• AI-assisted professional workflows: developing metricfixer Special Workflows and pilot analytical products that use AI to support audits, diagnostics, measurement setup, and advertising-performance analysis.

Editorial work at metricfixer

At metricfixer, Mikalai writes practical research, implementation guides, and diagnostic frameworks for analysts, performance marketers, developers, and business owners. The publication work covers topics such as GA4 and Google Tag Manager troubleshooting, Google Ads measurement, Meta advertising and conversion tracking, consent implementation, CRM reconciliation, and technical SEO where measurement and website architecture intersect.

The editorial approach is deliberately system-oriented. Instead of treating a green tag status, a platform conversion, or a dashboard number as final proof, the analysis follows the full chain of evidence: browser behavior, network requests, tag execution, platform processing, attribution, CRM data, and reporting. This makes the material useful both for specialists debugging complex implementations and for readers who need to understand why advertising and analytics systems sometimes tell different stories.

Current focus

Mikalai currently leads development work around metricfixer Special Workflows and pilot projects in advertising-efficiency management, analytics auditing and implementation, end-to-end measurement, and professional analytical products built with AI. The objective is to turn recurring technical and measurement problems into repeatable workflows that can be checked, explained, and improved in production environments.