Marketing measurement & analytics,
so you know what your spend really drives.
Most marketing reports answer the wrong question. Platforms each claim the same sale, GA4 disagrees with all of them, and budgets get set on the loudest number. I'm George Mortimer, and I build measurement you can make decisions on: clean tracking, sensible attribution and marketing mix modeling, joined up into one view of what drives revenue.
€150m+
INCREMENTAL REVENUE
€1bn+
MEDIA SPEND MANAGED
35+
GLOBAL MARKETS MANAGED
Free 30-minute discovery call, I will listen to your business problems. No pitch.
PROVIDING DIGITAL MARKETING STRATEGIES TO SOME OF THE WORLD'S BIGGEST BRANDS
WHO I WORK WITH
Measurement for businesses that need to trust their numbers.
Growing businesses usually need tracking fixed first. Larger brands need to know what each channel adds across markets. The work is the same in spirit: fewer numbers, better ones.
FOR SMEs
Tracking you can trust
GA4, conversion tracking and consent set up properly, so your ad platforms optimize on real sales and leads.
FOR ENTERPRISE
What each channel really adds
Marketing mix modeling and incrementality tests across markets, so budget moves to what works.
MEASUREMENT SERVICES
Choose the measurement work you need.
Each service fixes one part of the picture. Most clients start with tracking, then build up to attribution and modeling.
01
GA4 audited, configured and connected to your ad platforms, with the events and conversions your business actually runs on.
02
Statistical models that estimate what each channel adds to sales, online and offline, without relying on cookies.
03
Attribution models chosen and checked against your data, so credit for each sale is shared out sensibly.
04
Server-side tagging, consent mode and enhanced conversions, so less data is lost to browsers, blockers and consent.
05
Incrementality Testing
Geo experiments and holdout tests that show what a channel adds, not just what it gets credit for.
06
Reporting & Dashboards
Looker Studio dashboards built on the numbers above, showing the few metrics your team acts on.
WHY A CONSULTANT
Measurement: a senior consultant vs an analytics agency
An analytics agency often sells setup hours and dashboards. A consultant starts with the decisions you need to make and builds the measurement around them. Here's how the two compare. Read the full comparison: consultant vs agency →
TRADITIONAL AGENCY
FULL-TIME SENIOR HIRE
GEORGE MORTIMER
Operator Level
With a retained agency
Mixed account team
With a full-time senior hire
One senior salary
✓ With George Mortimer
Director-level, on demand
Speed to impact
With a retained agency
Slowed by layers & onboarding
With a full-time senior hire
Three to six month ramp-up
✓ With George Mortimer
Diagnostic within weeks
Primary focus
With a retained agency
Campaign delivery & output
With a full-time senior hire
One role's bandwidth
✓ With George Mortimer
Systems & operating model
Commercial model
With a retained agency
Long fixed retainers
With a full-time senior hire
Permanent headcount cost
✓ With George Mortimer
Scoped to the objective
What's left behind
With a retained agency
Ongoing dependency
With a full-time senior hire
Capability tied to one person
✓ With George Mortimer
Embedded systems & playbooks
✓ George Mortimer
Operator level
Director-level, on demand
Speed to impact
Diagnostic within weeks
Systems & operating model
Primary focus
Scoped to the objective
Commercial model
Embedded systems & playbooks
What's left behind
Retained agency
Operator level
Mixed account team
Speed to impact
Slowed by layers & onboarding
Campaign delivery & output
Primary focus
Long fixed retainers
Commercial model
Ongoing dependency
What's left behind
Full-time senior hire
Operator level
One senior salary
Speed to impact
Three to six month ramp-up
One role's bandwidth
Primary focus
Permanent headcount cost
Commercial model
Capability tied to one person
What's left behind
HOW I WORK
A clear path from diagnosis to embedded capability.
Every engagement starts with evidence. No recommendations are made until the foundations have been audited and the real constraints are understood.
Diagnose
Audit structure, tracking, taxonomy and creative to find what is genuinely holding performance back.
You Get
A structured performance & tracking audit.
Build
Fix the foundations and set a prioritised testing roadmap tied to commercial outcomes.
You Get
A prioritised roadmap and testing plan.
Scale
Optimise budgets, automation and creative velocity to compound efficiency and growth.
You Get
Optimised budgets, automation and creative.
Embed
Install the systems, playbooks and capability so performance holds without external dependency.
You Get
Playbooks, governance and trained capability.
CASE STUDIES
Real results.
Measurable commercial impact.
Selected outcomes from enterprise and multi-market engagements. Client names are withheld for confidentiality; metrics are genuine.
COMMERCE
+8%
Incremental store visitation for a global fast-fashion retailer, proven through a structured incrementality testing framework.
AVIATION
−23% CPC · +50% revenue
Reduced costly competition between owned brands while lifting revenue through a rebuilt account structure.
SELF STORAGE
+150% leads
Lead volume up and CPA down through geo-controlled campaigns and advanced bidding strategies.
FINANCE
Full customer segmentation
Advanced data segmentation built to identify, profile and prioritise customers into actionable value buckets.
EDUCATION
+220% closed leads
Advanced lead scoring prioritised higher-quality prospects, lifting closed leads and overall return.
REAL ESTATE
+80% incremental leads
Cross-platform optimisation and synced messaging drove incremental lead growth for new property developments.
A GENUINE PARTNER
George doesn't operate just like another agency or freelancer, he fully integrates himself into the business and becomes an extension to the team
Marketing Director
Aviation Industry
FREQUENTLY ASKED QUESTIONS
Marketing measurement, answered
Marketing measurement is how you work out which marketing activity drives sales and leads. It combines tracking and analytics (such as GA4), attribution, which shares credit across touchpoints, and statistical methods such as marketing mix modeling and incrementality tests, which estimate what each channel really adds.
GA4 and Google Analytics setup and audits, conversion tracking, server-side tracking and consent mode, attribution, marketing mix modeling, incrementality testing and Looker Studio reporting. Each engagement covers only the parts you need.
Start with tracking. If GA4 and your ad platforms aren't recording sales and leads accurately, every report and model built on top will be wrong. A tracking audit shows what's missing, duplicated or blocked, and what to fix first.
It depends on your spend and channel mix. Attribution works from tracked user journeys and suits day-to-day optimization. Marketing mix modeling uses aggregated data, measures offline channels too and suits budget decisions across channels. Larger brands usually use both, with incrementality tests to check them.
Cookie limits, ad blockers and consent rules mean browsers now lose a share of conversions. Consent mode, server-side tracking and enhanced conversions recover some of that signal, and modeling methods like MMM fill the gaps that tracking can't.
It depends on scope. A tracking audit is a fixed-price project, a GA4 rebuild or server-side setup is quoted on your stack, and MMM is priced on the number of markets and channels. We agree the scope on a free 30-minute call.
Not sure where to start?
A free, 30-minute review with a Global Digital Director — a clear, honest read on where performance is leaking and what to do about it.
30 minutes · No pitch · hello@georgemortimer.com