Advanced Activation
Boosting performance with Google Enhanced Conversions
Leading German insurer reduces CPA by 50% – thanks to Google Enhanced Conversions and first-party data, while staying GDPR-compliant.
The Challenge
As a leading international insurance group, our client was faced with the task of precisely measuring and controlling digital customer journeys within an increasingly restricted environment. However, critical user signals are being lost due to cookie blocking, strict data protection regulations, and the industry’s complex, hybrid purchasing processes. The goal was to establish a future-proof measurement architecture that combines high data strength for bidding strategies with full compliance.
Our Approach
There is no one-size-fits-all solution for the challenges in accurate tracking, as a set of privacy-centric measures need to be taken. Implementing Google’s Enhanced Conversions addresses these issues by leveraging first-party data for precise tracking and ensuring privacy compliance through secure data hashing. This approach enhances conversion measurement accuracy and aligns with privacy standards, ultimately optimizing client communication. Additionally, its ease of use makes it an accessible and effective tool for insurance companies like our client.
The Results
By implementing Enhanced Conversion and leveraging first-party data for Google Ads, our client significantly improved their performance. This led to a 20% increase in conversions on YouTube and an 8.5% increase in search conversions due to enhanced data signals. Additionally, our client achieved a 50% reduction in the effective CPA. These improvements not only boosted performance but also enhanced the customer experience simultaneously, all while maintaining a privacy-conscious approach.
