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GA4 & Google Analytics consultant,
tracking you can actually trust.
GA4 is easy to install and hard to get right. Missing purchase events, duplicated conversions and broken links to Google Ads quietly skew every report and every bid. I audit your setup, fix what's wrong and configure GA4 around how your business makes money, so your team and your ad platforms work from the same numbers.
€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
GA4 for small businesses and large accounts.
Whether you need GA4 set up properly for the first time or a complex property audited across markets, you work directly with the person doing the work.
FOR SMALL BUSINESS
GA4 set up properly, once
The right events, conversions and Google Ads links for your site, with a simple report your team will use.
FOR ENTERPRISE
Clean data across markets
Property structure, server-side tagging and consent across sites and markets, governed so the data stays clean.
WHAT I DO
GA4 work, from audit to reporting.
Most projects start with an audit. Then we fix, configure and report in order of business impact.
01
GA4 audit
Property settings, events, conversions, filters and links checked, with a ranked list of what's wrong and why it matters.
02
Setup & configuration
GA4 and Google Tag Manager set up or rebuilt around your business, with clear naming and documentation.
03
Ecommerce & lead tracking
Purchases, add-to-carts, form submissions and calls tracked accurately, with revenue and lead values attached.
04
Google Ads & BigQuery links
GA4 linked to Google Ads, Search Console and BigQuery, so conversions import cleanly and raw data is kept.
05
Consent & data quality
Consent mode, internal traffic filters and spam checks set up, so the data you keep is accurate and compliant.
06
Looker Studio reporting
Dashboards built on GA4 that show the handful of numbers your team actually acts on.
WHY A CONSULTANT
GA4: a senior consultant vs an analytics agency
Agencies often install GA4 and move on. A consultant sets it up around your revenue and makes sure your ad platforms use it properly. 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
GA4 and Google Analytics, answered
A Google Analytics consultant makes sure your analytics records what matters to your business accurately. That means auditing and fixing your GA4 setup, configuring events and conversions, linking GA4 to Google Ads and other tools, and building reports your team can trust and act on.
A GA4 audit is a review of your Google Analytics 4 property: settings, data streams, events, conversions, ecommerce tracking, filters, consent and links to Google Ads and BigQuery. Mine end with a ranked list of issues, what each one affects and how to fix it.
Yes. Most properties can be fixed without starting again. Historical data can't be changed, so I fix tracking going forward, document what changed and when, and flag which past numbers to treat with care.
Yes. I set up the full ecommerce journey, from product views and add-to-carts to checkout and purchase, with revenue, tax and shipping values, on Shopify, WooCommerce and custom sites.
Often Google Ads' own conversion tracking, with enhanced conversions, for bidding, and GA4 for analysis across channels. The right choice depends on your setup. What matters most is that the same sale isn't counted twice and that both sources agree closely.
For most businesses, yes. Google Tag Manager keeps tracking code in one place, makes changes faster and safer, and is needed for server-side tagging and many consent setups.
Yes, when it's set up properly. A small business usually needs a handful of well-defined conversions, a working link to Google Ads and one simple report. That's enough to make good decisions without paying for extra tools.
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