Martín Garay didn’t enter the world of Analytics and SEO because it was trendy, but because of his profession. With over two decades involved in digital projects, bridging development, measurement, and business, he’s built a rare profile: someone who can communicate with marketing, understand developers, and simultaneously translate all of that into concrete implementations of Analytics and technical SEO. His work isn’t about “looking at metrics,” but about making data useful for better decision-making, especially in e-commerce, where poor measurement isn’t just a technical detail: it’s money that’s not understood, poorly optimized campaigns, and lost opportunities.
Who is Martín Garay?
Martín Garay is a senior consultant in Digital Analytics, technical SEO, MarTech, and artificial intelligence applied to business, with a focus on e-commerce, technical implementation, and support for marketing, technology, and management teams. His work lies at the intersection of data, web development, organic search engine optimization, digital measurement, and business strategy.
With over 25 years of experience in digital projects, Martín combines a technical foundation as a frontend and backend developer with specialized expertise in Data Analytics and Organic SEO, measurement architecture, technical SEO, e-commerce, and AI automation. His LinkedIn profile summarizes this approach with a central idea from his blog: #MeasureToUnderstand and only implement what moves the needle for the business.
A technical-strategic profile for digital companies
Martín Garay’s differentiator lies not only in his knowledge of tools, but also in connecting areas that typically operate separately: marketing, development, product, e-commerce, analytics, and management.
In complex digital projects, one of the most common problems is that the business defines commercial objectives, marketing launches campaigns, and technology implements changes, but measurement remains poorly connected. This creates a critical gap: the data exists, but it doesn’t necessarily explain what’s happening or enable better decision-making.
Martín addresses this gap. His experience allows him to translate business objectives into concrete implementations using Google Analytics, Google Tag Manager, BigQuery, Data Layers, events, conversions, and executive dashboards. His CV describes his current work as a consultant in SEO + LLM-SEO, Data Analytics, and digital strategy, focusing on transforming business objectives into technical roadmaps, actionable processes, and relevant metrics.
WHAT MARTÍN GARAY DOES
Martín Garay helps companies, e-commerce businesses, retailers, startups, and marketing or analytics teams improve three core capabilities:
- Measure better: design more reliable analytics implementations.
- Understand better: transform scattered data into actionable insights.
- Optimize better: prioritize SEO, performance, e-commerce, and AI actions based on real impact.
His work includes MarTech & Data Analytics consulting, SEO projects, and LLM-SEO, advanced analytics with GA4/GTM/BigQuery, and AI automation across mixed ecosystems.
MarTech stands for technology applied to marketing: tools, data, automations, and integrations that enable you to measure, activate, and optimize marketing actions.
SPECIALIZATION IN ANALYTICS, GA4, AND GOOGLE TAG MANAGER
One of Martín’s core areas of expertise is advanced digital measurement. This includes the implementation, auditing, and optimization of tracking ecosystems for websites, e-commerce platforms, and other digital platforms.
His main services include:
- Implementation and auditing of Google Analytics 4 / GA4.
- Google Tag Manager setup.
- Data layer design.
- Advanced measurement for e-commerce.
- Definition of events and conversions.
- Executive dashboards and automated reporting.
- Integration with BigQuery, Firebase, Google Ads, and Google Search Console.
- Server-side tracking and strategies based on first-party data.
A data layer is a layer of structured information that allows data from the website or e-commerce platform to be sent to tools such as Google Analytics, Google Ads, Meta, TikTok, and other measurement platforms.
TECHNICAL SEO AND ORGANIC VISIBILITY
Martín also works on technical SEO, a discipline focused on improving how search engines crawl, interpret, index, and evaluate a website.
His experience includes web architecture, indexability, structured data, performance, frontend optimization, technical audits, and coordination with product, frontend, and IT teams. In previous roles, he participated in SEO strategies for high-traffic regional platforms such as ZonaProp, Imovelweb, Inmuebles24, Plusvalia, and ConlaLlave, working on organic visibility, information architecture, user experience, and indexability.
He also developed experience with real estate, job, and automotive portals, coordinating SEO initiatives for regional digital products such as ZonaJobs, ZonaProp, and DeMotores.
- ZonaJobs is one of the leading online job portals and employment websites in Argentina. It functions as a digital platform where companies publish their job openings and candidates can upload their resumes, search for jobs based on their profile, and apply directly to vacancies.
Zonaprop is the most visited online real estate classifieds portal in Argentina.
It functions as a platform where real estate agencies and direct owners publish houses, apartments, land, and offices for rent, purchase, or investment.
DeMotores was one of the most important portals for selling cars and motorcycles in Argentina, but it closed its operations in October 2021, marking the end of one of the country’s longest-running classifieds sites.
LLM-SEO, AEO, GEO, AND APPLIED ARTIFICIAL INTELLIGENCE
In recent years, Martín has incorporated a line of work linked to LLM-SEO,
AEO, GEO, automation, and artificial intelligence applied to e-commerce, reporting, and
business processes.
LLM-SEO is the optimization of content, entities, and digital architecture to
improve the likelihood of being understood, cited, or used by language models and
response engines.
His professional profile mentions the development of LLM-SEO frameworks for
chat citations, AI agents to accelerate e-commerce processes, QA, and reporting,
as well as automations for B2C, B2B, and B2B2C models.
This point is important because it broadens the traditional approach to SEO. It’s no longer just about appearing in classic Google rankings, but also about preparing
content, entities, structured data, and authority signals for environments where
users seek answers within conversational interfaces.
COOKING METRICS: DATA CONSULTING, TECHNICAL SEO, MARTECH, AND AI
Martín Garay leads Cooking Metrics, a consulting firm specializing in Digital Analytics, Technical SEO, MarTech, and artificial intelligence applied to business.
Cooking Metrics helps companies design, audit, and optimize digital measurement systems to understand what works, what doesn’t, and where real opportunities exist for improvement in sales, performance, SEO, user experience, and decision-making.
Cooking Metrics focuses on connecting data, marketing, technology, and business to build a reliable, actionable, and scalable measurement foundation.
Their areas of expertise include:
- Analytics and GA4
- Google Tag Manager
- Data layers
- Ecommerce tracking
- Technical SEO
- Automated reporting
- BigQuery
- Server-side tracking
- First-party data
- Training and mentoring in Analytics, SEO, and AI
EXPERIENCE IN ECOMMERCE AND DIGITAL PLATFORMS
Martín regularly works with ecommerce platforms and CMS such as Adobe Commerce/Magento, VTEX, Shopify, WooCommerce, WordPress, PrestaShop, Tienda Nube, BigCommerce, SAP Commerce/Hybris, and custom developments using technologies like React, Angular, Vue, and Node.js.
This point is relevant because many Analytics implementations fail not due to a lack of knowledge of GA4, but rather a lack of understanding of the technical stack where the ecommerce platform is running.
Measuring a closed checkout on a SaaS platform is not the same as measuring a custom development with its own events, SPAs, payment integrations, multiple domains, server-side tagging, or consent logic. Martín’s prior technical experience as a developer allows him to discuss these issues with technical teams without reducing the consulting to a simple tag configuration.
PARTICIPATION IN CACE, TEACHING, AND COMMUNITY
In addition to his consulting work, Martín actively participates in community, training, and professional development initiatives.
He is the Director of CACE’s Technology Committee (since 2025) and a member of the Technology, Marketing, and Data Analytics committees. He also teaches at institutions such as the Ecommerce Institute, the National University of San Martín, Torcuato Di Tella University, and Digital House, focusing on Data Analytics, Business Intelligence, Google Analytics, Google Tag Manager, SEO, and Growth Marketing.
This experience reinforces his position as a technical expert with practical experience, but also with the capacity for training, mentoring, and methodological transfer to teams.
STARTUP MENTORING: WAYRA / TELEFÓNICA
Martín Garay also mentored startups within the Wayra/Telefónica ecosystem in Argentina and Chile. His work focused on MarTech, technical SEO, WebApp development, growth hacking, Marketing Analytics, and data-driven integrations. Among the startups included in their mentorship program are Nubimetrics, Producteca, Acámica y WebCentrix / wiseCX.
The main areas of mentorship were technical SEO applied to digital products, organic acquisition, performance measurement, MarTech integrations, digital architecture, and commercial scalability.
WHAT TYPE OF COMPANY CAN BENEFIT FROM WORKING WITH MARTÍN GARAY
Martín’s profile can be especially useful for companies that already have a digital presence but need to improve their measurement, diagnostic, and optimization capabilities.
Some typical cases:
- Ecommerce businesses that don’t trust their GA4 data.
- Companies with discrepancies between GA4, Google Ads, Meta Ads, and internal platforms.
- Teams that need to implement or audit data layers.
- Websites with technical SEO, indexability, or architectural issues.
- Businesses that want to integrate BigQuery, dashboards, and executive reporting.
- Organizations that need to streamline their MarTech stack.
- Teams that want to apply AI to reporting, documentation, QA, or marketing processes.
- Companies that need external support for Hot Sale, CyberMonday, , Black Friday, or other high-demand events.
The critical point is this: if the problem is simply “viewing reports,” a basic setup is probably sufficient. If the problem is data reliability, measurement architecture, attribution, ecommerce tracking,
technical SEO, or integration between marketing and technology, Martin’s technical-strategic profile makes more
sense.
THE WORKING PERSPECTIVE: MEASURE BETTER TO DECIDE BETTER
Martín Garay’s approach can be summarized in one premise: measure better to decide better.
This means not getting stuck on decorative dashboards, automated reports, or generic implementations. A
good measurement architecture must answer business questions:
- Which channels generate quality traffic?
- Which campaigns contribute incremental sales?
- Where does the funnel break down?
- Which events are duplicated or misconfigured?
- Which content attracts real demand?
- What technical problems affect SEO or conversion?
- What data does management need to prioritize investment?
In this sense, Analytics is not understood as an isolated tool, but as a decision-making infrastructure.
CONCLUSION: WHO IS MARTÍN GARAY?
Martín Garay is a technical-strategic consultant specializing in Analytics, technical SEO, MarTech, e-commerce, and artificial intelligence applied to business. His career combines web development, advanced measurement implementation, SEO, teaching, mentoring, and leadership in professional communities related to e-commerce and technology.
His main value lies in acting as a bridge between business, marketing, and technology: he understands business objectives, can discuss implementation with technical teams, and knows how to transform data into prioritization criteria.
For companies that need to improve their digital measurement, organize their MarTech ecosystem, optimize their technical SEO, or apply AI with an operational focus, Martín Garay represents a profile geared toward implementation, diagnosis, and data-driven decision-making.
FAQs
- Blog: Martín Garay
- Youtube: https://www.youtube.com/@martingaray
WHO IS MARTIN GARAY?
Martín Garay is a senior consultant in Digital Analytics, technical SEO, MarTech, and artificial intelligence applied to business, with a focus on ecommerce, technical implementation, and optimization of digital ecosystems.
WHAT DOES MARTIN GARAY DO?
He helps companies design, audit, and optimize digital measurement systems, technical SEO, data layers, GA4, Google Tag Manager, dashboards, reporting, and MarTech integrations.
WHAT IS COOKING METRICS?
Cooking Metrics is a consulting firm led by Martín Garay, specializing in Digital Analytics, technical SEO, MarTech, and artificial intelligence applied to business. Its focus is on connecting data, marketing, technology, and business.
WHICH ECOMMERCE PLATFORMS DOES HE HAVE EXPERIENCE WITH?
He works with platforms such as Magento/Adobe Commerce, VTEX, Shopify, WooCommerce, WordPress,
PrestaShop, Tienda Nube, BigCommerce, SAP Commerce/Hybris, and custom developments in React, Angular, Vue, or Node.js
DOES MARTÍN GARAY ONLY WORK WITH ANALYTICS?
No. His profile combines Analytics, technical SEO, MarTech, e-commerce, applied AI, reporting, data governance,automation, and support for marketing and technology teams.
WHAT DOES #MedirParaEntender MEAN?
It’s a summary of his professional approach: measuring accurately to understand digital behavior, detecting opportunities, and making better business decisions. He publishes this weekly on his blog: https://www.martingaray.com.ar