Romina Zelayes
Founder of AuraMetrics
Ten years measuring what people do on e-commerce sites. SEO since 2022. Now I measure whether AI mentions you, and why.
Where AuraMetrics comes from
Since 2015 I've worked in web analytics for e-commerce: setting up the right tracking, understanding what users actually do, and explaining to the client why the business is up or down. Since 2022 I specialized heavily in SEO, working organic traffic for online stores with data, not intuition.
When AI started showing up in search, questions came up in that role that nobody could answer: how do I know if AI mentions my brand? What are the fundamentals I need to get right for it to happen? How do I know how well I'm doing?
In SEO I had Search Console, rankings, and a decade of judgment. For AI there was nothing: no console, no report, no way to measure it. Every answer changes, every model says something different, and that's exactly where it's being decided who gets recommended.
That's why I built AuraMetrics.
Background
Over ten years in e-commerce analytics
Since 2015, first at Takeoff Media and since 2022 at Mira Commerce, an Elite BigCommerce Partner. Google Analytics, Google Tag Manager, conversion measurement and reporting for e-commerce brands in the United States and the United Kingdom.
SEO specialization since 2022
Organic traffic analysis, technical audits, migrations and ranking recovery for BigCommerce stores.
Takeoff Media, 2015 to 2021
From Web Analyst to Web Analytics Manager. Among other projects, I led the planning and implementation of tracking for the BBC's BritBox app.
Mira Commerce, 2022 to present
Senior Web Analyst for a portfolio of BigCommerce stores: GA4, GTM, attribution and SEO.
Instructor at UDE and ADM
At Universidad de la Empresa I've taught Web Analytics, SEO and AI Personal Branding since 2021. I'm also an instructor at ADM, Uruguay's Marketing Directors Association.
Education
Foreign Trade Analyst (UDE). Master's in Big Data and Business Intelligence and MBA (ENEB, 2023). Google Analytics Individual Qualification.
What AuraMetrics is
AuraMetrics calculates, as deterministically as possible, how likely an AI is to cite or recommend your brand. It is not an opinion or an average of answers: it applies the GEO Framework, the evaluation framework I developed for this problem, which defines the four fronts that determine that likelihood.
Technical
How AI agents crawl and read your site.
Content
Whether your pages answer what people ask AI, and how they say it.
Knowledge graph
We measure whether AI clearly understands who you are, what you do and how you connect to other entities. Without that network, your brand is just a loose name and AI won't recommend you with confidence.
Authority
Who mentions you, and how much that mention carries weight.
It's several integrated modules that cover the full problem, from diagnosis to action plan. And since the ground keeps shifting, the platform also guides you through adopting new protocols like UCP (Universal Commerce Protocol), so your store is ready for when AI agents start buying, not after it's too late.
Why I built it alone
AuraMetrics comes from a concrete need in my work as an SEO analyst: having a rigorous way to measure a brand's visibility in AI systems, held to the same standard I apply to traditional web analytics.
I designed the framework and developed the platform myself. Every metric, every module and every recommendation reflects criteria I applied for years with real e-commerce clients, and it's built to end in concrete decisions, not another dashboard.