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Matteo Zambon

Co-Founder @ Tag Manager Italia | Beta and Alpha tester @ Google

I am Matteo Zambon, Co-Founder of Tag Manager Italia - the training and consultancy agency specialized in Digital Analytics and data tracking -, founder of Analytix School - the only Italian training membership on Analytics for Marketing and Advertising -, Beta Tester and first Italian popularizer of Google Tag Manager, Alpha Tester of Google Analytics 4.

I am an internationally renowned digital analytics expert, the only winner in the world of two international awards:

the Quanties Awards for the “Top Analytics Educator” category, and the “Golden Punchcard Prize” for the best Digital Analytics solution during Superweek - among the international events of reference in the sector.

I have helped dozens of companies, from SMEs to multinationals, to implement data-driven strategies and improve their online performance thanks to the effective use of digital analytics.

My mission and that of my team is to bridge the gap between company business objectives, the data necessary to track and analyze and the decisions to be made to optimize results and profit margins of marketing campaigns and activities, training and supporting professionals able to translate numbers into concrete actions and tangible results.

For more information on Tag Manager Italia: https://www.tagmanageritalia.it/

Technical handbook “Google Tag Manager for beginners”

Book Google Tag Manager For Beginners - Matteo Zambon

Published in 2020, "Google Tag Manager for beginners" is the first and only book in Italian on GTM.

Now in its third edition and published in its translated version "Google Tag Manager for beginners", in the last two years alone the contents of this manual have allowed more than 3,000 web professionals to learn how to use Google Tag Manager quickly and easily in your work.

The practical contents of the manual explain step by step how to implement GTM on your website, e-commerce and online marketing campaigns, ideal especially for professionals without technical skills.

Technical handbook “Google Analytics 4 for beginners”

Since its release in 2022, more than 2,000 web professionals have bought and read this "Google Analytics 4 for Beginners" manual.

With its 616 pages, this manual is the most complete and accurate in the world for learning how to use Google Analytics 4 in a simple and practical way even without being a technician and without knowing the "old" Google Analytics (GA3).

Libro su GA4 Google Analytics 4 per chi inizia - Matteo Zambon

Tag Manager Italia

Tag Manager Italia (TMI) is an award-winning consultancy and training agency specializing in digital analytics and in tracking data from websites, e-commerce and digital marketing campaigns. The first agency ever to win two digital analytics international prizes: the "Quantie Award" and the "Golden Punchcard Prize" at the sector’s most important worldwide event Superweek.

TMI is organized into three business units: Consulting, Training, Research and Development.

Led by the three partners Francesco Tomasi, Roberto Guiotto and Matteo Zambon, Tag Manager Italia has over 20 collaborators and is one of the international centers of excellence for the study and implementation of digital analytics both at a strategic level (Data Strategy, Measurement Models, Data Model, etc.), both at an operational level (Google Analytics 4, Server-Side tracking, BigQuery, Data Visualization, etc.).

Analytix School

With more than 300 hours of vertical training on Analytics and over 500 continuously updated lessons, Analytix School is the most complete and advanced e-learning platform in Italy dedicated to Digital Analytics for Marketing and Advertising.

Complete and targeted training courses are available within Analytix School to acquire advanced skills about how to collect, visualize and transform data into concrete insights, optimizing the performance of online campaigns to achieve your business objectives.

By entering the Analytix School you will have immediate access to:

  • Dozens of video courses created with the "90 + 10" training rule (90% of lesson time is dedicated to practical examples. The remaining 10% is dedicated to the essential theoretical bases)
  • 12 months \ 6 months \ 1 month (based on the membership plan chosen) of reserved update and in-depth training resources
  • Templates of configurations already prepared, safe and functioning
  • Checklists, slides and in-depth resources
  • Reserved support community to receive practical solutions to any doubts or difficulties
  • Official course completion certificates
  • Reserved offers for advanced courses, events and Masterclasses

For more information and details: analytix.school

GA4 Summit

Matteo Zambon and the Tag Manager Italia team created the GA4 Summit, the largest international event dedicated to Google Analytics 4 for marketing and advertising.

Every year some of the major specialists in the field of Marketing Analytics and E-commerce at a national and international level take to the stage of the GA4 SUMMIT, including:

Karolina Wrzask (Google), Ibrahim Elawadi (Philips), Denis Golubovskyi (Stape), Steen Rasmussen (IIH Nordic), Matteo Flora (The Fool) and many others.

With over 500 web professionals present at the 2024 edition, the GA4 Summit represents the reference vertical event for learning and using data strategically and profitably for e-commerce, websites and online

campaigns.

The event offers not only operational and strategic training speeches, but also real case studies of brands, ecommerce and SMEs that have achieved extraordinary results thanks to Marketing Analytics, including:

Banca Ifis, Mondo Convenienza, Greenpeace, LuisaViaRoma, Trudi, Decathlon Italia and many others.

For more information and details: GA4 Summit

The events I will attend

NEXT DATES

NEXT DATES

More dates soon.

Search Marketing Connect 2025 | 11, 12 December | Bologna (Italy)

Search Marketing Connect 2025 | 11, 12 December | Bologna (Italy)

I’ll hold a speech in the Analytics Room

WMF 2025 | 4 - 6 Giugno 2025 | Bologna

WMF 2025 | 4 - 6 Giugno 2025 | Bologna

I’ll hold a speech

The events I attended

Marketing Analytics Summit | 6-7 June 2024 | Phoenix (AZ)

Marketing Analytics Summit | 6-7 June 2024 | Phoenix (AZ)

I was the first Italian ever to be invited to hold a speech at the event

Commerce WAY | 23 May 2024 | Milano

Commerce WAY | 23 May 2024 | Milano

I’ve been a speaker during the daily sessions

04 FEBRUARY - SUPERWEEK - 2022

04 FEBRUARY - SUPERWEEK - 2022

Speaker at the event.

03 FEBRUARY - SUPERWEEK - 2022

03 FEBRUARY - SUPERWEEK - 2022

We won the Golden Punchcard prize.

For more information click here (in Italian language)

02 FEBRUARY - SUPERWEEK - 2022

02 FEBRUARY - SUPERWEEK - 2022

The first Italian speaker at the event.

01 FEBRUARY - SUPERWEEK - 2022

01 FEBRUARY - SUPERWEEK - 2022

Speaker at the event.

31 JANUARY - SUPERWEEK - 2022

31 JANUARY - SUPERWEEK - 2022

Speaker at the event.

JANUARY - TAG MANAGER WORKSHOP - 2022

JANUARY - TAG MANAGER WORKSHOP - 2022

We created the first Workshop about Google Tag Manager in Italy.

DICEMBRE - CAPODANNO DIGITALE - 2021

DICEMBRE - CAPODANNO DIGITALE - 2021

Speaker at the event.

DICEMBRE - SEARCH MARKETING CONNECT - 2021

DICEMBRE - SEARCH MARKETING CONNECT - 2021

Speaker at the event.

DICEMBRE - SOCIAL MEDIA STRATEGIES - 2021

DICEMBRE - SOCIAL MEDIA STRATEGIES - 2021

Speaker at the event.

JULY - WEB MARKETING FESTIVAL - 2021

JULY - WEB MARKETING FESTIVAL - 2021

Speaker at the event

JULY - MEASURECAMP EUROPE - 2021

JULY - MEASURECAMP EUROPE - 2021

Speaker at the event

JULY - ADVANCED COURSE ECOMMERCE MANAGEMENT - 2021

JULY - ADVANCED COURSE ECOMMERCE MANAGEMENT - 2021

Speaker at the event

JUNE - BOCCONI UNIVERSITY 2021

JUNE - BOCCONI UNIVERSITY 2021

I held a lesson during the course "Digital Marketing Tools".

JUNE - MASTER DIGITAL BUSINESSL DEVELOPMENT SDM UNIVERSITY OF BERGAMO 2021

JUNE - MASTER DIGITAL BUSINESSL DEVELOPMENT SDM UNIVERSITY OF BERGAMO 2021

I was the teacher.

FEBRUARY - SUPERWEEK VIRTUAL 2021

FEBRUARY - SUPERWEEK VIRTUAL 2021

Speaker at the event. The video recording link https://youtu.be/UiX3gd591FA

JANUARY - MEASURECAMP NORTH AMERICA VIRTUAL 2021

JANUARY - MEASURECAMP NORTH AMERICA VIRTUAL 2021

Speaker at the event

JANUARY - MEASURECAMP UK VIRTUAL 2021

JANUARY - MEASURECAMP UK VIRTUAL 2021

Speaker at the event. The video recording link Clicca qui

NOVEMBER RIMINI - WEB MARKETING FESTIVAL 2020

NOVEMBER RIMINI - WEB MARKETING FESTIVAL 2020

Speaker at the event

OCTOBER BOLOGNA - ADWORLD EXPERIENCE 2020

OCTOBER BOLOGNA - ADWORLD EXPERIENCE 2020

Speaker at the event

20 FEBRUARY BOLOGNA - E-COMMERCE SCHOOL 2020

20 FEBRUARY BOLOGNA - E-COMMERCE SCHOOL 2020

Speaker at the event

31 JANUARY BUDAPEST - SUPERWEEK

31 JANUARY BUDAPEST - SUPERWEEK

I was there

30 JANUARY BUDAPEST - SUPERWEEK

30 JANUARY BUDAPEST - SUPERWEEK

I was there

29 JANUARY BUDAPEST - SUPERWEEK

29 JANUARY BUDAPEST - SUPERWEEK

I was there

28 JANUARY BUDAPEST - SUPERWEEK

28 JANUARY BUDAPEST - SUPERWEEK

I was there

27 JANUARY BUDAPEST - SUPERWEEK

27 JANUARY BUDAPEST - SUPERWEEK

I was there

12/13 DICEMBEr BOLOGNA - SEARCH MARKETING CONNECT 2019

12/13 DICEMBEr BOLOGNA - SEARCH MARKETING CONNECT 2019

I was there.

28/29 NOVEMBER MILANO - MB SUMMIT 2019

28/29 NOVEMBER MILANO - MB SUMMIT 2019

I was there.

6/7 NOVEMBER RIMINI - SOCIAL MEDIA STRATEGIES 2019

6/7 NOVEMBER RIMINI - SOCIAL MEDIA STRATEGIES 2019

Speaker at the event

Title of my speech: "Le tue attività sui social sono in profitto o in perdita?"

5 NOVEMBER MILAN - MARKETING ANALYTICS SUMMIT 2019

5 NOVEMBER MILAN - MARKETING ANALYTICS SUMMIT 2019

I was there.

21 SEPTEMBER LONDON - MEASURECAMP 2019

21 SEPTEMBER LONDON - MEASURECAMP 2019

I explained the Project Andromeda and the Spy Tool

This is the video of my speech https://www.youtube.com/watch?v=z6kH71qVemw

20/21/22 JUNE RIMINI - WEB MARKETING FESTIVAL 2019 SPEECH SPYTOOL

20/21/22 JUNE RIMINI - WEB MARKETING FESTIVAL 2019 SPEECH SPYTOOL

Speaker where I talked about my Spy Tool: "SPYFALL - SPY YOUR COMPETITORS AND ACQUIRE MORE CUSTOMERS"

20/21/22 JUNE RIMINI - WEB MARKETING FESTIVAL 2019 SPEECH SOCIAL MEDIA

20/21/22 JUNE RIMINI - WEB MARKETING FESTIVAL 2019 SPEECH SOCIAL MEDIA

Speaker in the Social Media Tools room where I talked about: "Social Media Tool Mastery: advanced techniques to control FB Pixel, Chat and other devilries"

20/21/22 JUNE RIMINI - WEB MARKETING FESTIVAL 2019

20/21/22 JUNE RIMINI - WEB MARKETING FESTIVAL 2019

Tag Manager Italia was a sponsor of the event with SpyTool

Here you can find the video explaining how we managed to make a line of people at our stand: https://www.youtube.com/watch?v=wCW2nHP2eCs

18 MAY ROME - MEASURECAMP 2019

18 MAY ROME - MEASURECAMP 2019

Tag Manager Italia is the silver sponsor of the event and my (first) speech in English on the Andromeda Project

Here is the video of my speech: https://www.youtube.com/watch?v=CJxpa0JfOVA

17 MAY ROME - MEASURECAMP 2019

17 MAY ROME - MEASURECAMP 2019

Teacher with a 3-hour paid workshop on Google Tag Manager applied to ecommerce

16 MAY ROME - TALENT GARDEN

16 MAY ROME - TALENT GARDEN

Teacher at the event.

I talked about data driven and Google Tag Manager with a vision of the future

9/10 MAY MILAN - SERIOUSMONKEY 2019

9/10 MAY MILAN - SERIOUSMONKEY 2019

Speaker at the event with the speech: "Last call for SEO-CRO-SEO flight: the increase in conversions travels alongside the SEO"

4/5 APRIL BOLOGNA - ADWORLD EXPERIENCE 2019

4/5 APRIL BOLOGNA - ADWORLD EXPERIENCE 2019

I was present as a spectator at the event.

20/21 MARCH FLORENCE - BTO 2019

20/21 MARCH FLORENCE - BTO 2019

How to use your website traffic to increase the profits of your business (with equal advertising investments)

2 MARCH VERONA - SEO&LOVE 2019

2 MARCH VERONA - SEO&LOVE 2019

I was present as a spectator at the event.

21 FEBRUARY BOLOGNA - E-COMMERCE SCHOOL 2019

21 FEBRUARY BOLOGNA - E-COMMERCE SCHOOL 2019

Advanced Google Analytics and Google Tag Manager for Ecommerce - Matteo Zambon 2019

15 DECEMBER RIMINI - SEARCH MARKETING CONNECT 2018

15 DECEMBER RIMINI - SEARCH MARKETING CONNECT 2018

Google Tag Manager Workshop

14 DECEMBER RIMINI - SEARCH MARKETING CONNECT 2018

14 DECEMBER RIMINI - SEARCH MARKETING CONNECT 2018

Google Optimize: when opinions are passed on to facts, conversions increase.

11 DECEMBER ROME - TALENT GARDEN 2018

11 DECEMBER ROME - TALENT GARDEN 2018

The world changes with Data Driven

29/30 NOVEMBER MILAN - MB SUMMIT 2018

29/30 NOVEMBER MILAN - MB SUMMIT 2018

I was media partner of the event.

7/8 NOVEMBER MILAN - SMXL 2018

7/8 NOVEMBER MILAN - SMXL 2018

I was present as a spectator at the event.

19/20 OCTOBER PADOVA - WMEXPO 2018

19/20 OCTOBER PADOVA - WMEXPO 2018

I was present as a spectator at the event.

13 OCTOBER MILAN - MEASURECAMP 2018

13 OCTOBER MILAN - MEASURECAMP 2018

Tag Manager Italia was a sponsor of the event.

Here you can find my video and my experience

15/16 SEPTEMBER RICCIONE - MARKETERS WORLD 2018

15/16 SEPTEMBER RICCIONE - MARKETERS WORLD 2018

I was present as a spectator at the event.

21/22/23 JUNE RIMINI - WEB MARKETING FESTIVAL 2018

21/22/23 JUNE RIMINI - WEB MARKETING FESTIVAL 2018

From Tag Manager to... Tag Money

How to monetize your work on the web by revealing to your customers why their sites don't sell enough ... and many other secret #barbatricks (including the definitive solution to GDPR online)

22/23 MAY MILAN - SERIOUSMONKEY 2018

22/23 MAY MILAN - SERIOUSMONKEY 2018

Google Tag Manager and SEO: technical #barbatricks to check the page

Google Tag Manager is considered for many as a tool dedicated exclusively to web analytics. Nothing could be more wrong. Google Tag Manager is a code injector and can undoubtedly help you to overcome technical problems even when you do NOT have full control of the site pages. Only practical cases and live modifications. Zero theory.

11 MAY - SEO TRAINING SUMMIT 2018

11 MAY - SEO TRAINING SUMMIT 2018

How Google Tag Manager can help you in SEO when you don't have control over the pages

25/26 APRIL MADRID - THE INBOUNDER 2018

25/26 APRIL MADRID - THE INBOUNDER 2018

I was present as a spectator at the event.

12/13 APRIL BOLOGNA - ADWORLD EXPERIENCE 2018

12/13 APRIL BOLOGNA - ADWORLD EXPERIENCE 2018

I was present as a spectator at the event.

9/10 MARCH MILAN - INBOUND STRATEGIES 2018

9/10 MARCH MILAN - INBOUND STRATEGIES 2018

Inbound analytics: show your results (and get paid accordingly) thanks to Google Tag Manager.

Practical session on real cases, techniques to be used and #barbatricks on how Google Tag Manager can help you make your results concrete without necessarily being an expert in web analytics.

1/2 DECEMBER RIMINI - SEARCH MARKETING CONNECT 2017

1/2 DECEMBER RIMINI - SEARCH MARKETING CONNECT 2017

First the numbers, then the opinions: what is the design that makes your site convert more. With Google Optimize.

When we talk about design and user interface (UI) of a website, we tend to make decisions based on our aesthetic sense and our experience of use, or on hypothetical models related to site users (marketing personas). This approach often generates heated debates on brand identity, personal taste, usability and the use of the site by users who visit it; debates where opinions abound and facts are scarce. The million dollar question is: what is the best possible version of my site? Google Optimize has the answer, which allows us to determine in an easy and free way what is the version of our site that converts more, replacing the hypotheses with numbers and opinions with facts.

25 NOVEMBER TREVISO - MARKETERS FESTIVAL 2017

25 NOVEMBER TREVISO - MARKETERS FESTIVAL 2017

I was present as a spectator at the event.

23/24 NOVEMBER MILAN - MB SUMMIT 2017

23/24 NOVEMBER MILAN - MB SUMMIT 2017

I was present as a media partner.

14/15 NOVEMBER MILAN - EMETRICS 2017

14/15 NOVEMBER MILAN - EMETRICS 2017

E-commerce web analytics on steroids: the complete tracking of a complex e-commerce site with Google Tag Manager.

In these case histories we will see how Google Tag Manager has enhanced the management of web analytics on both CMS and custom e-commerce platforms. We will see the typical problems of Google Analytics and of the unknown traps. We will solve some problems with #barbatricks not yet revealed.
We will see why Google Tag Manager has become fundamental for any implementation of web analytics, but not only web analytics: optimization of web marketing and CRO strategies.

13/14/15 NOVEMBER MILAN - SMXL 2017

13/14/15 NOVEMBER MILAN - SMXL 2017

Monday 13: Acquire online customers: the shortest way (and without errors)

What is the shortest way to acquire customers or request for an online quote? Luca Orlandini and Matteo Zambon, who for years have been working together on lead generation projects, will take all the necessary steps with you to put your business idea online, validate it and make it break even.

The morning will be dedicated to developing your "Landing Page Efficace" (Effective Landing Page) focusing in particular on copywriting and advanced techniques to improve conversions while during the afternoon we will focus on PPC traffic and data analysis with Google Tag Manager.

If you have the feeling that your web pages should bring you more contacts, if your competitors' pricing policies are a problem or you have ever wondered how to agree on optimizations for users and Google algorithms you can't miss in this workshop!

10 NOVEMBER MILAN - ARANZULLA DAY 2017

10 NOVEMBER MILAN - ARANZULLA DAY 2017

I was present as a spectator at the event.

8/9 NOVEMBER RIMINI - SOCIAL MEDIA STRATEGIES 2017

8/9 NOVEMBER RIMINI - SOCIAL MEDIA STRATEGIES 2017

Facebook Advanced Pixel: Strategies, tools and tricks for dynamic remarketing, custom audience, Instagram and much more.

Everyone - or almost - knows what the Facebook Pixel is, but few know how to make the most of all its (crazy) potential for tracking users within a digital strategy. Together we will discover what are the best practices and how to put them into practice immediately on projects involving Facebook, Facebook Messenger and Instagram. All with a language understandable even by those who are not programmers.

28 OCTOBER PONTECAGNANO (SALERNO) - ECOMMERCE HUB 2017

28 OCTOBER PONTECAGNANO (SALERNO) - ECOMMERCE HUB 2017

Google Tag Manager Workshop and e-commerce: what is essential to track.

[ANALYTICS ADVANCED Workshop] Practical workshop on e-commerce configuration with Google Tag Manager

If configuring advanced Google Analytics e-commerce seems complex, don't worry. The solution is Google Tag Manager. In this workshop we will see how to correctly manage all the parameters explained even if you are not a programmer and you don't know Google Analytics perfectly. Speaker: Matteo Zambon - Tag Manager Italia

26 OCTOBER MILAN - Digital Aperitif 2017

26 OCTOBER MILAN - Digital Aperitif 2017

Google Tag Manager: the passport for your international web marketing campaigns

First meeting of the Digital Aperitif in Milan at the Hotel Manin, a stone's throw from Piazza Cavour and the center of Milan.

5 Digital Marketing Experts will share their experience for a workshop on how to position your brand online and understand what the applicable strategies can be. We will talk about how voice search will impact users' online searches up to a perfect international SEO strategy to make their company visible online by converting the largest number of users.

19 OCTOBER MILAN - MASHABLE 2017

19 OCTOBER MILAN - MASHABLE 2017

I was present as a spectator at the event.

18 OCTOBER LINZ - GREAT DAY 2017

18 OCTOBER LINZ - GREAT DAY 2017

I was present as a spectator at the event.

29/30 SEPTEMBER PADOVA - WMEXPO 2017

29/30 SEPTEMBER PADOVA - WMEXPO 2017

I was present as a spectator at the event.

23/24 JUNE RIMINI - WEB MARKETING FESTIVAL 2017

23/24 JUNE RIMINI - WEB MARKETING FESTIVAL 2017

Trappolytics: how Google Tag Manager can save your e-commerce from the insidious (and expensive) Google Analytics traps that cripple your conversions.

Practical systems and #barbatricks to optimize macro (and micro) e-commerce conversions, avoid the inevitable tracking errors of users on Analytics, return metrics accounts and separate who buys from the viewer.

8 JUNE BOLOGNA - E-COMMERCE SCHOOL 2017

8 JUNE BOLOGNA - E-COMMERCE SCHOOL 2017

8-hour workshop. Data analysis is a fundamental component to create hypotheses and define the operational strategy of an ecommerce.

Analytics is a very deep software that is used only partially and often superficially. Beyond Analytics, we will discover the usefulness and how essential it is to use Tag Manager for Ecommerce appropriately.

WEB MARKETING ZONE 2017

WEB MARKETING ZONE 2017

A revolution called Google Tag Manager.

ADWORLD EXPERIENCE 2017

ADWORLD EXPERIENCE 2017

Expert in the round table (PPC panel).

INBOUND STRATEGIES 2017

INBOUND STRATEGIES 2017

Advanced Google Tag Manager: more free time and less headache with unpublished referrals tricks.

SEARCH MARKETING CONNECT 2016

SEARCH MARKETING CONNECT 2016

How to trace (also) those who use AdBlock, Ghostery and other various blockers. With Tag Manager.

SMXL 2016

SMXL 2016

How to solve all the problems of Web Analytics with a single tool.

EMETRICS 2016

EMETRICS 2016

How to solve all the problems of Web Analytics with a single tool.

WEB MARKETING FESTIVAL 2016

WEB MARKETING FESTIVAL 2016

"Tag Manager al comando di Grunland.it". How to get total control of the Web Analytics of a B2C e-commerce.

ADWORLD EXPERIENCE 2016

ADWORLD EXPERIENCE 2016

Tag Manager & PPC - how to configure the Google Tag Manager to correctly monitor clicks and conversions from PPC campaigns

►2nd Place as the best Italian speech.

ADVANCED SEO TOOL 2016

ADVANCED SEO TOOL 2016

I have shown that Google Tag Manager is not just Web Analytics.
Google Tag Manager: ways to manage structured data and HTML5 attributes.

SEARCH MARKETING CONNECT 2015

SEARCH MARKETING CONNECT 2015

Google Tag Manager in practice: real cases of use.

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