Measurement and Attribution
Marketing measurement that a finance director will sign off. GA4 and CAPI fixed, first-party data connected to the CRM, attribution that reflects reality, incrementality tests and MMM for the big decisions, and dashboards that answer the board's questions.
What you get
Who this is for
- Marketing teams whose Google Ads numbers, Meta numbers, GA4 numbers and finance numbers all disagree.
- Businesses spending across search, social, YouTube, affiliates, TV or radio, who want to know what each one really adds.
- CMOs who need to defend the budget at the next planning round.
- Anyone who has been told “last click” is the answer and does not believe it.
The problem
Every platform claims the sale. Google Ads says it drove it. Meta says it drove it. The affiliate says it drove it. Add the platform numbers together and you get more sales than the business made. Last-click attribution fixes the double counting by giving everything to whoever was last in the room, which is usually brand search.
Neither view tells you where the next pound should go.
What Joseph does
Fix the plumbing first. GA4, platform conversion tracking and CAPI are checked against your sales data. Most accounts are over-reporting or under-reporting by a margin that changes the bidding decisions. Server-side tagging and consent mode are set up where they are missing.
Connect first-party data. Lead quality, approvals, deposits or repeat purchases from the CRM are fed back to the media platforms, so the bidding optimises to customers the business wants.
Set up attribution you can explain. A data-driven or rules-based model with the assumptions written down in plain English. It will not be perfect. It will be consistent and defensible.
Run incrementality tests. Geo tests and holdouts on the biggest channels. The cleanest evidence available, and it needs no cookies.
Build a marketing mix model. For businesses with meaningful spend across several channels, MMM provides a cross-channel view of contribution, including channels that are difficult to assess through attribution alone, such as YouTube, TV and brand. Joseph built and ran MMM at group scale, where it measured a +9.0 ROI from YouTube brand investment over an 18-month cycle. The wider performance programme delivered a 3.1 ROI in betting and gaming. A first model takes six to eight weeks and needs two years of weekly data.
Put it on one page. Executive dashboards in Looker Studio or Power BI, built for the questions the board actually asks. Joseph built these for the leadership of a global education group with more than thirty institutions.
What you get
Numbers that agree with each other, a written note of how they are calculated, and a dashboard someone will actually open.
See the measurement and MMM case study.
Talk to Joseph about your account
A thirty-minute call. You describe the account, Joseph tells you what he would look at first. No deck, no pitch.