Attribution that does not match reality
GA4 says 90% of conversions happen in under 4 minutes. But your buyers may research for weeks before deciding. Wrong data leads to wrong budget decisions.
Ex-AB InBev / Ze DeliveryEx-InstaCarroUSP MBA
Half of your media budget is in the wrong channel.
You just do not know which half yet.
I use Marketing Mix Modeling and statistical analysis to show where each dollar of your media budget actually drives outcomes. No last-click. No guesswork.
30 min · Google Meet
0+
years in growth
BRL 0M+
media/month managed
-0%
CAC in LATAM project
0
countries operated
mmm_budget_optimizer.py
Current allocation (last-click)
Meta Ads
42%
↓14%
Google Ads
30%
↑5%
TikTok
18%
↓10%
Programática
7%
↑8%
Orgânico (halo)
3%
↑11%
+18% efficiency with the same budget ->
What is slowing your growth down
Budget allocation by guesswork
Without a reliable attribution model, channel investment is driven by last-click or intuition. Channels that truly convert are underfunded while low-impact channels take credit.
Endless testing with no clear conclusion
You test creatives, audiences and channels, but without isolating variables properly, insights do not compound. Every cycle starts over.
Services
Entry point
Attribution Diagnostic
A full audit of your tracking stack to identify where data is broken and how much budget is being wasted because of it.
- •GA4 + GTM + Meta Pixel audit
- •Gap and inconsistency report
- •Real funnel vs. reported funnel map
Best for teams that need clarity before investing in implementation
Talk about attribution auditCore offer
Marketing Mix Modeling
A statistical model (PyMC-Marketing) built on your historical data to measure the true incremental impact of each channel without relying on cookies o...
- •MMM model with 4+ years of weekly data
- •Adstock and saturation analysis by channel
- •Response curves for Meta and Google Ads
Best for teams managing BRL 200K+/month that need defensible reallocation decisions
Talk about MMMStrategy
Growth Strategy & Roadmap
Design of a sustainable growth strategy with clear goals, channel prioritization, experimentation structure and financial projections.
- •Current funnel analysis (CAC, LTV, payback)
- •ICP and audience segmentation
- •90-day experimentation roadmap
Best for companies at an inflection point or changing channel mix
Talk about strategyOngoing
Monthly Advisory
A strategic monthly cadence to track results, recalibrate MMM with fresh data and support budget allocation decisions.
- •4 monthly sessions (strategy + analysis)
- •Monthly MMM refresh
- •Performance review and recommendations
Best for teams that want continuous data-backed budget decisions
Talk about advisoryPROCESS
From diagnosis to outcomes
A structured ~8 week process that turns broken data into rigorous budget decisions.
Timeline do projeto
~8 weeks + ongoing
2sem
4sem
1sem
1sem
01
02
03
04
Schedule a meeting
30 minutes to understand your context and evaluate next steps.
Real outcomes
Vehicle Marketplace
B2C/B2B Marketplace · Sao Paulo
GA4 reported 90% of conversions in under 4 minutes, impossible for a high-ticket product with a multi-week buying cycle. The team was o...
Complete GTM audit, duplicate event cleanup and attribution funnel rebuild. MMM model developed with 4 years of weekly data across 6 ch...
Budget reallocation delivered a 10-20% efficiency gain with the same investment.
Managed budget
BRL 500K/month
Channels analyzed
6 channels
Historical data
4+ years
Projected ROI
+10-20%
D2C Delivery Platform
Super App · Brazil + Mexico
Fast expansion in two countries with BRL 1M+/month budget, rising CAC and low confidence in which channels were driving net-new acquisi...
Implemented a multi-touch attribution framework, cross-channel creative strategy and activation funnel optimization.
50% CAC reduction over 2 years while preserving growth volume.
Managed budget
BRL 1M+/month
CAC reduction
-50%
Period
2 years
Markets
Brazil + Mexico
Online Donation Platform
Social Fintech · Brazil
Marketing operations were unstructured, without clear ROI metrics, and decisions were feeling-based. The team was overloaded and lacked...
Implemented agile marketing routines, OKRs, experimentation frameworks and performance dashboards.
80% revenue growth with a more sustainable operating model.
Revenue growth
+80%
Methodology
Agile Marketing
Team structure
✓
About
Rafael Kopko
Growth Marketing Consultant
Over 10 years building growth for startups across Latin America. I have managed BRL 1M+/month in paid media, reduced CAC by 50%, scaled operations in Brazil and Mexico, and learned that most performance issues are not creative or audience problems. They are data and attribution problems. Today I help CMOs and Heads of Growth understand where budget truly drives outcomes using Marketing Mix Modeling and rigorous statistical analysis. No guesswork, no last-click, no misleading dashboards.
MBA in Marketing Management · USP
Marketing Mix Modeling specialist (PyMC-Marketing)
Python and SQL for marketing analytics and automation
Experience across Brazil, Mexico, Chile and Spain
InstaCarro
Growth Marketing Manager
AB InBev / Ze Delivery
Growth Manager
Bluma
Growth Manager
Vakinha
Growth Manager
10+
years in growth marketing
BRL 1M+
managed media budget/month
-50%
CAC reduction in LATAM project
4
countries operated
Let us evaluate whether working together makes sense
Share your context and I will reply within 24h with an assessment and next steps.