MT/measurement

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Building the studio · ten models · no video, all live

01Google AdsBefore optimisationdrag the model to turn it
MT/measurement

Paid media · measurement · remote, CET

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MihaelTurkalj

I run paid media and build the measurement underneath it.

Google Ads and DV360 for enterprise brands, and the tracking, consent and reporting layer that decides whether any of it can be measured. Five years agency side. Now independent, working with teams and agencies across the EU.

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01

The pipeline

ten stages · one per scroll stop

Most people own one end of this. I have worked across all of it, which is usually why the numbers disagree in the first place.

Section 02/ 07 · sites I built

Sites I built

Built end to end and running today — WordPress and WooCommerce for clients and for my own lab, and a set of interactive sites written by hand.

WordPress · built for clients, and for my own lab

02My lab · 2026

wot-is-gtm.com

A WooCommerce store built as a measurement lab: invented catalogue, real checkout. The place to run server-side GTM, the Google tag gateway and consent scenarios that cannot be tried on a client account.

Built with

WordPressWooCommerce

Open the site ↗Live

Web lab · four interactive sites

You can see more on my GitHub.

Section 03/ 07 · work with me

Two ways to work with me

The same person, two shapes of engagement. Flip the switch to see which one fits, or read both.

For brands and in-house teams

A defined scope, delivered as a service

Google Ads, DV360, or the measurement layer underneath them.

We agree the scope and the deliverables up front (account build and optimisation, tracking and consent, reporting), and I deliver them independently, from my own practice and with my own tools. You pay for an agreed scope and its deliverables, not for hours.

Five years agency side at Omnicom Media Group. 6–8 concurrent accounts, 20–30 individual Google Ads accounts on the largest client, media delivery across nine markets and reporting across eight to ten. Mentored the students and juniors who joined the team.

Shape
Agreed scope and deliverables, monthly or per project
Entity
MT-MEASUREMENT, Croatian sole proprietorship (obrt), EU VAT ID HR18247511346
Where
Remote, CET
Download CVEmail me

For agencies

Capacity for the layer your team does not want to own

Measurement implementation, GA4 audits and configuration, Consent Mode, Google Business Profile and location assets, reporting systems in Looker Studio.

Account audits when you inherit something from an incumbent and need to know what is actually in there before you quote.

I work as your subcontractor on a white-label basis, so the client relationship stays with you, or I contract directly with your client, whichever you prefer.

Shape
White-label subcontracting, or direct with your client
Entity
Croatian sole proprietorship, EU VAT ID HR18247511346
Invoicing
Direct
See what I take onEmail me

Section 04/ 07 · selected work

Selected work

Five situations, told as they happened. No percentages and no spend figures — on purpose.

  1. How AI search decides which vendor to name

    Independent

    GEOChatGPTGoogle AI ModeControlled study

    A benchmark study I ran in August 2026 on how AI search engines retrieve and recommend SaaS vendors: 72 controlled runs covering two B2B SaaS products, six query types, two engines (ChatGPT and Google AI Mode) and three repetitions each. Frozen prompts, controlled sessions, retrieval logged separately from what the model already knew, and every run coded against a fixed schema.

    Both products were fully retrieved on branded queries and absent from category queries. The number of independent domains in a citation set decided whether a model repeated a vendor's own figures or refused them. And vendors with no press coverage got into the answers through their own comparison content, not through third-party authority.

  2. Eight to ten markets, one version of the numbers

    At Omnicom Media Group

    Looker StudioSupermetricsMulti-market data modelling

    A multi-brand FMCG client was drowning in its own data: exports from every platform and market, consolidated by hand into spreadsheets and rebuilt as slides, across eight to ten markets and a long list of brands. The numbers existed; nobody could see them in one place.

    I built and ran the data layer that replaced it: Supermetrics and native connectors pulling the platforms and markets into one model, the same metric definitions for every brand, and Looker Studio on top — more than a hundred dashboards a year, used directly by the client. Large, multi-source data is the thread through my work, down to a master's thesis on dashboards for multi-channel analytics.

  3. Inheriting someone else's account

    At Omnicom Media Group

    Account auditGTMConsent ModeConversion-based bidding

    A recurring part of agency work is taking over an account from the agency before you. The first job is finding out what is actually in there.

    I audited the structure, connected the data sources, implemented tracking and Consent Mode where they were missing, and only then moved the account onto conversion-based bidding — because conversion bidding on broken measurement is worse than no conversion bidding at all.

  4. Brand safety against the brand's own rules

    At Omnicom Media Group

    PythonYouTube Data API v3Claude Agent SDKPlacement reports

    YouTube placement reports run to thousands of rows, and the usual answer is a keyword list that catches the obvious and misses the rest. I built a tool that takes the raw placement export, filters it down to the placements that actually matter, resolves each one to a YouTube channel and enriches it through the YouTube Data API.

    Then a language model reads every channel against the brand's own written safety guidelines — the actual PDFs the brand publishes, not a list of banned words — and returns a paste-ready exclusion list with a written reason per channel. Fully cached, so a re-run costs nothing. Built for an agency client; no client data on this page.

  5. The first AI agent in the agency

    At Omnicom Media Group

    PythonGoogle Ads APIGemini

    I built the first AI agent inside the agency, on Google's adspace_agent framework: campaign structures stood up through the Google Ads API, optimisation recommendations generated with Gemini. It went into daily use in my team. Then I worked out the per-account cost, established it was uneconomic across the whole portfolio, and narrowed it to the cases where it genuinely beat a person on both speed and cost — which is where it kept running.

    It also taught me that a tool is only finished when the people who need it can run it without me, so how a tool is handed over now gets as much care as whether it works.

Section 05/ 07 · experience

Experience

2020 → 2026. Websites first, then five years agency side, now my own practice: MT-MEASUREMENT.

2026→ now

MT-MEASUREMENT · self-employed · Croatia, remote

Performance Marketing & Measurement Consultant10/2026 — present

My own practice, registered in Croatia as a sole proprietorship (obrt). I work with brands and agencies as a remote contractor.

Google Ads and DV360 audits, setup and day-to-day management across Search, Performance Max, YouTube, Demand Gen and App campaigns. GA4, Google Tag Manager and Consent Mode v2 implementation and debugging, with enhanced conversions. Multi-market Looker Studio reporting. Automation with Google Ads scripts and AI tools built on the Google Ads API. WordPress and WooCommerce builds with tracking set up from day one.

2021→ 2026

Omnicom Media Group · Zagreb, Croatia

Performance Marketing Specialist05/2024 — 07/2026

Junior Performance Marketing Specialist10/2021 — 05/2024

Paid media for 6–8 concurrent accounts across multiple markets, with 20–30 individual Google Ads accounts on the largest client alone.

BrandsMcDonald'sRed BullNIVEAPodravkaNissanRenaultBoschVivaxGlovoNeostarAuto ZubakLonci i Poklopci

Google Ads across Search, Performance Max, YouTube, Display and App campaigns. DV360 in advertiser accounts for two global brands, display and YouTube, at 10–15 concurrent campaigns a month on the larger one — including a weather-triggered campaign with creative rotating on live forecast conditions through automated line-item logic. Google Business Profile integration and location assets across a national restaurant estate of 40+ sites. App campaigns run continuously for two years across install acquisition and in-app coupon redemption, measured through Kochava. YouTube Brand Lift studies. Criteo dynamic retargeting. On the one direct-to-consumer ecommerce account, the analytics layer and a Meta-versus-Google channel comparison.

Technical reference for a team of seven: juniors on Google Ads, senior colleagues on GTM and data handling, the team lead on reporting architecture. Built a GTM sandbox and trained three colleagues on it.

MentoringMentored the students who came to work at Omnicom, and the junior colleagues after them, on Google Ads campaign setup and optimisation: account structure, bidding, query mining, and the QA pass before anything goes live.

2020→ 2021

Digital Talents · remote · digital agency within the Algebra group

Web Developer04/2020 — 08/2021

Five to six client websites built and launched end to end, including law firms, an auto-diagnostics business and a national healthcare centre. Analytics, tagging, Search Console and mail delivery configuration on each build. Scoping, delivery and handover managed directly with clients. Where the measurement side of my work started.

2020→ 2021

U.S. Commercial Service · U.S. Embassy Zagreb

Virtual Intern09/2020 — 01/2021 · 600 hours

Market research and business analysis supporting U.S. companies entering the Croatian market.

5years of study
two degrees

Education · 2019 → 2024

Algebra University · Zagreb

Master's in Digital Marketingmag. oec. · 2024120 ECTS · EQF 7 · taught in EnglishThesis: application of dashboards for multi-channel analytics in digital marketing.
Bachelor's in Digital Marketing2022Commendation of the Professional Council

Section 06/ 07 · tools

The stack

Grouped by the layer it lives in. No skill bars — they are always made up.

01Buying

Google Ads · SearchPerformance MaxYouTubeDisplayApp campaignsDisplay & Video 360Meta AdsCriteo

02Measurement

GA4Google Tag ManagerConsent Mode v2Google tag gatewayServer-side GTMGoogle Business ProfileKochavaEnhanced EcommerceMeta Pixel & Conversions API · own site

03Reporting

Looker StudioSupermetricsBigQuery & SQL on GA4 exportAdvanced Excel

04Automation

PythonGoogle Ads APIGoogle Ads scriptsYouTube Data API v3Claude Agent SDKGemini

05Web development

WordPressWooCommerce · e-commerceBooking & room availabilityHTMLCSSJavaScriptTypeScriptSQLPython

✓Certified

Skillshop · SearchDisplayVideoAppsPerformance MaxMeasurementGoogle Analytics

Section 07/ 07 · contact

Available now · remote, CET

Let's talk
measurement.

mihael.turkalj1999@gmail.com→
Phone+385 99 276 5670Croatia · CET LinkedIn/in/mihael-turkaljlinkedin.com/in/mihael-turkalj GitHub/mihael-turkaljCode for the four web lab sites CVDownload PDFMihael-Turkalj-CV.pdf
How I workIndependent practiceMT-MEASUREMENT, Croatian sole proprietorship · EU VAT ID HR18247511346 · direct invoicing · brands and agencies across the EU