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Marketing attribution,
credit where it's really due.
Every ad platform takes credit for the same sale. Add them up and you've sold more than you made. I set up attribution that shares credit sensibly across the journey, reconcile it with what the platforms report and check it against incrementality tests, so budget decisions rest on evidence rather than whichever dashboard shouts loudest.
€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
Attribution for teams that spend across several channels.
If you run Google Ads alongside paid social, email, affiliates or offline media, attribution decides which of them gets more budget. It needs to be right.
FOR SMEs
One source of truth
GA4 and your ad platforms set up to agree as closely as possible, with a clear rule for which number you use.
FOR ENTERPRISE
Attribution, modeled and tested
Multi-touch attribution checked against geo tests and MMM, so cross-channel budget decisions hold up.
WHAT I DO
Attribution you can make budget decisions on.
The aim isn't a perfect model. It's a defensible one your team agrees to use.
01
Attribution audit
Your current models, conversion windows and tracking reviewed, showing where credit is double-counted or missing.
02
Customer journey mapping
The real paths to purchase mapped from your data: how many touches, which channels and how long it takes.
03
Model selection
Data-driven and rules-based models compared on your data, and the right one agreed for each decision.
04
Platform reconciliation
Google Ads, paid social and GA4 numbers reconciled, with a clear rule for which source to use and when.
05
Incrementality checks
Holdout and geo tests run to check whether attributed results are truly added by the channel.
06
Attribution reporting
Reports that show channel contribution side by side, so budget conversations start from the same numbers.
WHY A CONSULTANT
Attribution: a senior consultant vs an analytics agency
An agency that also buys your media has a stake in the attribution model. An independent consultant doesn't. 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 attribution, answered
Marketing attribution is the process of assigning credit for a conversion, such as a sale or lead, to the marketing touchpoints that came before it. It helps you see which channels and campaigns contribute to results, so you can decide where to spend more or less.
Rules-based models, such as last click and first click, give credit by a fixed rule. Data-driven attribution uses your conversion data to estimate each touchpoint's contribution. GA4 and Google Ads now use data-driven attribution by default, with last click as the main alternative.
Multi-touch attribution shares credit for a conversion across several touchpoints in the customer journey, rather than giving it all to one. It's more realistic than last click, but it depends on tracking each touchpoint, which privacy rules and ad blockers make harder.
Each platform uses its own attribution model, conversion window and tracking, and each tends to credit itself for any conversion it touched. That's why platform totals usually add up to more than your real sales. Reconciling them means agreeing one source and rule for each decision.
Not on its own. Attribution shows correlation along tracked journeys, not proof that a channel caused the sale. For bigger budget decisions, check it with incrementality tests and, for larger advertisers, marketing mix modeling.
Attribution works bottom-up from tracked user journeys and suits day-to-day optimization. Marketing mix modeling works top-down from aggregated spend and sales data, includes offline channels and suits budget planning. They answer different questions and work best together.
An attribution audit and recommendations usually take two to four weeks. Setting up reconciled reporting and running incrementality tests takes longer, typically one to three months, depending on your channels and data.
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