About

I am Zlatan Ivanov. For years I have set up and fixed GA4, GTM and marketing data for agencies and online stores.

Today most of that work is done by AI agents I built. Some check tracking on live sites. Some audit GA4 setups. Some write the morning report on what changed. The biggest lesson so far is a boring one: an agent is only as good as the context you give it.

The Data Arsenal is my workshop. I share one thing that worked at a time - what the agent did, the prompt or kit to copy, and where it broke.

I am also a co-founder of Trackian, which watches an online store's numbers every day and says what changed and why. This site is my own, and nothing here is a Trackian product.

I spoke about AI agents in analytics at SerpConf Sofia 2026.

Find me on LinkedIn. For the story of why this started, read The Ridge.