--- title: "Adam Dorian Nikola, founder of Nikola Advisory Group" description: "Dorian Nikola runs Nikola Advisory Group in Gothenburg and helps companies with analytics, SEO, advertising, web and AI automation. Read his background." url: https://nikolaadvisory.com/en/about/ lang: en --- [Home](https://nikolaadvisory.com/en/) About About # Dorian Nikola, founder and consultant in Gothenburg. Dorian Nikola runs Nikola Advisory Group from Gothenburg. He sets up the measurement that shows what marketing returns, then builds search, advertising, web and AI workflows on top of it, from the first meeting to delivery. [ Book a first meeting ](https://nikolaadvisory.com/en/contact/#boka) [ Explore our services ](https://nikolaadvisory.com/en/services/) - Free of charge - No commitment - Reply within one working day ![Dorian Nikola, founder of Nikola Advisory Group in Gothenburg](https://nikolaadvisory.com/_astro/dorian.BnXq3r0h_2lz7QA.jpg) ## What Dorian does Dorian helps companies win more customers from search, ads and their website, and see what each channel returns. He sets up [analytics and measurement](https://nikolaadvisory.com/en/services/measurement/) that show what marketing returns, raises conversion rates so that more visitors buy or get in touch, and builds [websites that sell](https://nikolaadvisory.com/en/services/web/). He then works on [SEO and advertising](https://nikolaadvisory.com/en/services/seo-marketing/) and [AI workflows](https://nikolaadvisory.com/en/services/ai-automation/) that handle recurring work. The engagements are mainly aimed at e-commerce, SaaS and service companies. ## Examples of what he helps with Working out why Google Ads and GA4 show different numbers. Setting up tracking of forms and purchases that works with consent. Rebuilding a site that loads slowly or rarely leads to contact. Building a report that updates itself every week, or an AI agent that sorts incoming enquiries and drafts replies for a person to approve. ## Background Dorian works in the marketing department of an international group in Gothenburg, on analytics, paid advertising and AI. From 2023 to 2025 he was Head of Scouting at Neverland Management, where he produced analyses of player data and markets, mainly in the Balkans, to support recruitment and contract negotiations. Alongside that he has built his own measurement systems, AI agents and tools. He writes the code that is needed, so he can also review and take over what a previous agency or supplier has built. ## Football From 2016 to 2022 Dorian played football at elite level in Italy, Sweden and Croatia, at clubs including Udinese Calcio, Degerfors IF, Örebro SK and IFK Skövde, and last at NK Vinodol in Croatia. Today he plays futsal in the top division for FC Ljiljan. ## Tools and languages In his daily work he uses Google Analytics 4, Google Tag Manager and server-side tagging, BigQuery and SQL, Looker Studio and Power BI, Google Ads, Meta, Search Console, HubSpot and WordPress. For AI agents and automated workflows he uses Claude and n8n. He works in Swedish and English and also speaks Albanian and Croatian. ## How he works You get straight answers and a plan with clear priorities. Everything is tested before it counts as done, and anything that could not be tested is stated in the report. You have the same contact from the first meeting to delivery. Accounts, data and code always belong to you, and everything is documented so someone else can take over. If an engagement needs more people, the quote states who does what. ## Nikola Advisory Group in Gothenburg Nikola Advisory Group is a sole proprietorship run by Dorian. The firm started in August 2026, is based in Gothenburg and takes on work across Sweden. Dorian is happy to meet clients in person in the Gothenburg area, and elsewhere the work is done remotely. ## From football ![Dorian Nikola in a jacket next to Victor Edvardsen, who holds up a Go Ahead Eagles shirt with 2028 on the back, in front of an Eredivisie sponsor wall.](https://nikolaadvisory.com/_astro/scouting.CwNNiAc5_Z2vPwP3.jpg) From the scouting years at Neverland Management, at Victor Edvardsen’s contract extension with Go Ahead Eagles. ![Dorian Nikola in the red Degerfors IF match shirt with the captain’s armband during a game on artificial turf on a winter day.](https://nikolaadvisory.com/_astro/degerfors.CY_w9etV_ZVCwBx.jpg) From his playing career, as captain of Degerfors IF. Sources - [Dorian Nikola joins IFK Skövde (svenskalag.se, Swedish)](https://www.svenskalag.se/ifkskovdefk-seniorer/nyheter/1663601/dorian-nikola-klar-for-ifk-skovde) - [Player profile with clubs and matches (worldfootball.net)](https://www.worldfootball.net/person/pe727475/adam-nikola) - [FC Ljiljan men’s futsal squad (svenskalag.se, Swedish)](https://www.svenskalag.se/fcljiljan-herr/truppen) ## Certifications - Google: Google Analytics Certification - Google: Google Ads Measurement Certification - Google: Google Ads Search Certification - Google: Google Ads Display Certification - Microsoft: Microsoft Advertising Search Certification - HubSpot Academy: SEO Certification - Semrush Academy: SEO Fundamentals - LinkedIn Marketing Labs: Marketing Strategy Certification - Anthropic Academy: AI Fluency - Meta: Meta Certified Digital Marketing Associate ## References - > I got in touch with Dorian when he was 18 and a promising football talent. Dorian had a strong will to develop on the pitch. During our roughly 25 conversations and training sessions, Dorian came to understand the whole of himself as a person, both on and off the pitch. We worked on his attitude, knowledge and qualities so that he could more easily reach his goals. Passion, setting goals, training and more training, patience, strong drive and joy were some of the keywords we worked on together. Add to that social skills and a love of people and family. Dorian has grown a great deal over the years and has every opportunity to keep developing in all areas. Those who hire him get someone who knows that you have to work every day on your attitude, knowledge and qualities to reach your goals and to grow as a person. I wish you, Dorian, all the best with your choices in life. **Ernst Knuhtsen** Personal leadership coach and financial strategist, Ernst Knuhtsen Ledarutveckling AB Dorian’s mentor in personal leadership LinkedIn · 27 February 2026 - > Dorian works in our marketing department on analytics, paid advertising, conversion optimisation and AI, with me as his mentor. He has connected our advertising and analytics platforms to AI agents that produce analysis and reports, and he does it properly: everything is documented and nothing goes out before a person has reviewed it. He learns new tools quickly and is careful that the numbers are right. I am happy to recommend him. **Dardan Selmani** Senior Performance Marketing Manager Close to ten years of experience in SEO, AI search, advertising and tracking Dorian’s mentor in performance marketing Reference · 28 September 2026 - > Dorian is a fantastic industry colleague whom I have had the privilege of getting to know \[…\]. He has a rare combination of entrepreneurship, drive and his heart in the right place. With his background in elite football and talent scouting, he brings a unique, razor-sharp focus on risk assessment and business value. He always asks the right questions and has strong family values and a stable personal foundation. He knows what he wants and works towards the same goal as the whole group. Dorian has a unique leadership personality and dares to step forward when no one else does. He is a success for the company that has managed to recruit him, and I can strongly recommend Dorian. **Tadde Legoido Dinh** E-Commerce Manager More than 15 years of sales experience Industry colleague LinkedIn · 13 June 2026 The references are translated from Swedish. The recommendations from Tadde Legoido Dinh and Ernst Knuhtsen can also be read on [Dorian’s LinkedIn profile](https://www.linkedin.com/in/dorian-nikola-542022378/). Talk to Dorian directly. Call or book a first meeting. Dorian replies personally within one working day. [ Book a first meeting ](https://nikolaadvisory.com/en/contact/#boka) [ Call +46 72 871 93 36 ](tel:+46728719336) - Free of charge - No commitment - Reply within one working day