POINT 01/08 ELEV. 601 M
The goal
If I had to sum up why I do what I do: helping others. Code, campaigns and data are the tools. The proof is my list of volunteer roles, which is longer than my list of jobs.
→ Volunteering (IT)
ELEVATION +200 — THE SUMMIT 45°14'N 11°45'E
Sguotti Francesco
Performance marketer and web developer in Monselice, Italy. I take websites, campaigns and processes apart to see how they really work, then put them back together better.
ELEVATION +100 — AT THE SURFACE
An analyst’s mind.
A goal that has nothing to do with numbers.
I’m Francesco, 22, and I live in Monselice, at the foot of the Euganean Hills in northern Italy. I build websites, software and ad campaigns, then measure and improve them until the numbers add up.
I grew up with a computer and an urge to understand how everything works. That led to hacking, in the original sense of the word: looking inside a system and finding a way to make it work better. Today I do the same with an online store, a Meta campaign or a business process. Along the way I also got hooked on communication, psychology and neuroscience: on the other side of every screen there’s a person making a decision.
The goal, on the other hand, is simple: to be useful. That’s why part of my time goes to volunteering and to projects for my community, collected on the volunteering page.
The rest (over thirty tennis trophies, a mountain association, a book I read at thirteen) is marked on the map below. ↓
ELEVATION +75 — LEGEND
Things that aren’t on my CV.
Every map has a legend. This is mine: eight points, each one a piece of me. Tap a number to read it.
EXPLORED 1/8
POINT 02/08 ELEV. 29 M
Red clay
I've played competitive tennis for more than ten years and won over thirty trophies and cups. I'm also a regional referee and I organise tennis and padel tournaments in the Veneto region. The red on this site comes from clay courts.
POINT 03/08 ELEV. 215 M
Thirteen, one book
At thirteen I read The Lord of the Rings and never forgot it. What struck me most wasn't the story but the construction: languages, maps, centuries of chronology. A world designed like a system. If this site is a map, that's partly why.
POINT 04/08 ELEV. 46 M
I optimised my sleep too
With a 3D printer I designed masks and lamps to sleep better. For me optimising is a reflex: it starts with time and ends up everywhere.
POINT 05/08 ELEV. 321 M
Fifty strangers
I'm one of the founders of the Giovani Montanari association, created to bring together, in the mountains, people who would otherwise never have met. Today we're more than fifty, mostly developers, engineers and other nerds.
POINT 06/08 ELEV. 37 M
Teaching the teachers
At twenty-one I was running courses on cybersecurity, artificial intelligence, coding and robotics for primary and secondary school teachers. That's where I learned to explain technical things to non-technical people.
→ The journey POINT 07/08 ELEV. 184 M
Salsa and bachata
I go to a Caribbean dance school. To improve my technique, sure, but mostly because life is better when it's danced to Caribbean music.
POINT 08/08 ELEV. 138 M
The Architect, with one exception
Personality tests say INTJ, “the Architect”: strategy, logic, a plan for everything. I recognise myself in it, except for the coldness. Strategy only interests me when it's useful to someone.
→ The INTJ profile ↗Map complete. The longer stories are in my Field notes. Open the Field notes →
ELEVATION +50 — THE TRAIL
One trail, three slopes.
First I learned how companies work, then digital markets. Now I’m studying machines.
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2017–2022·ECONOMICS
Diploma in Business Administration, Finance and Marketing
J.F. Kennedy Institute, Monselice
Accounting, budgets, law. I learned to read a company’s numbers.
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2022–2024·MARKETING
Digital Marketing & Innovation (ITS)
Mario Volpato Academy, Vigonza · 96/100
Data analysis, SEO and SEM, automation. My first real campaigns.
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2023·CODE
WordPress developer and marketing
Internetimage, Conselve
Websites for SMBs and professionals, on-page SEO, landing pages and Google Ads.
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2024·CODE
Shopify developer
Making Science, Vigonza
B2C and B2B e-commerce: Liquid themes, custom features, performance and tracking.
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2024–today·MARKETING
Freelance performance marketer and web master
Monselice
Full-funnel Meta and Google Ads, GA4 and Conversion API, CRO, CRM and automation.
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2025·CODE
STEM trainer
Esse Emme Multimedia, Adria
Courses for teachers on cybersecurity, artificial intelligence, coding and robotics.
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2025–today·CODE
Computer Science
University of Padua
Programming, algorithms, databases, software architecture.
+50 ELEVATION 0 — SURFACE LINESECTION A–A’ — SAME AS ON THE MAP
“Go beyond the surface of things.”
It’s how I describe the way I work. Above the line is what you see: a website, a campaign, a result. Below it is what makes it work. From here down, that’s what this is about.
DESCENDING FROM HERE ↓
ELEVATION −50 — THE METHOD
Take apart. Understand. Optimise.
Three steps, always the same, whether it’s an ad account or my own calendar.
PHASE 1/3 — TAKE APART · THE RELIEF IS THE SAME TERRAIN AS THE MAP
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PHASE 1/3
Take apart
I open the system and look at how it’s built inside: ad accounts, code, tracking, the path a customer takes before buying. I don’t trust how it looks from the outside.
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PHASE 2/3
Understand
I measure before deciding. CPA, ROAS, conversions, loading times: the numbers show where value leaks out. A cold eye is a form of respect for the budget of whoever trusts me with the work.
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PHASE 3/3
Optimise
I put the system back together in a more efficient version, measure it again, repeat. I do it outside work too, almost automatically: with time, with my days, even with sleep.
ELEVATION −100 — THE SURVEYS
Field work.
Four projects, told the way they actually went: the problem, what I did, what I learned. The rest is in the archive (in Italian).
SURVEY N.01 — DEVELOPMENT2026
SEO Command Center
A CMS that connects static-site repositories, reads their templates and uses Search Console data to guide every piece of content from strategy to publication.
- Cloudflare Workers
- D1
- OpenAI API
- Astro
SURVEY N.02 — PERFORMANCE2024
Meta Ads for a fashion e-commerce
Pixel audit, audiences rebuilt from scratch and systematic creative testing for an online clothing store.
- Meta Ads
- Meta Pixel
- GA4
SURVEY N.03 — E-COMMERCE2024
A Shopify theme written from scratch
Migration from WooCommerce and a new Liquid theme designed for people who shop on their phone.
- Shopify
- Liquid
- JavaScript
SURVEY N.04 — VOLUNTEERINGSINCE 2023
Websites for my community
Tennis Club Monselice, Lions Club Monselice and Catharsis, a University of Padua project on environment and development: websites built and maintained for free.
- WordPress
- SEO
- Social
ELEVATION −150 — THE EQUIPMENT
The kit.
The tools I use every week, learned on projects with real clients, budgets and deadlines. No percentages: either I know how to use it, or it’s not on the list.
THE SUMMIT, UP CLOSE
5 ITEMS
DEVELOPMENT
- Custom websites, management software and apps
- HTML5 · CSS3 · JavaScript
- WordPress · Shopify (Liquid)
- REST · JSON · SQL · PHP
- In progress: Java, C++, Python (UniPD)
4 ITEMS
MARKETING
- Meta Ads · Google Ads (certified)
- GA4 · Tag Manager · Conversion API
- Technical and on-page SEO · CRO
- Email marketing · CRM · Automation
4 ITEMS
ANALYSIS
- KPIs: CPA, ROAS, CTR, CVR, CPL
- Web analytics and reporting
- Cybersecurity
- English · French · Spanish