2. 4. 2024

BBG increases purchases by +5% with Enhanced Conversions for web

Multi brand e-commerce • www.berlin-brands-group.com Germany and Europe • www.klarstein.de • www.auna.de www.capitalsports.de • www.blumfeldt.de

The challenge

The Berlin Brands Group (BBG) is an internationally operating e-commerce company in the direct-to-consumer sector that unites a total of 14 own brands such as Klarstein, Auna, Capital Sports and Blumfeldt from the home & living, consumer electronics, sound & light and sports sectors under one roof.

Without Enhanced Conversions, BBG faced problems, mainly with the effectiveness of Ads campaigns, as we couldn't track all the real online conversions. Some conversions can not be observable in certain browsers and 3rd party cookies are no longer available.

The approach

Enhanced Conversions for web helped to improve conversion measurement when cookies are not available. Conversion tags capture hashed customer data and match to hashed Google signed-in data, logging the matched conversions.

One significant advantage of improved conversions is their ability to offer more reliable tracking of conversion events. Consequently, this should lead to enhanced reporting, improved allocation of conversions, and a more data-centric approach to optimization. The aim is not to supplant traditional conversion tracking but to complement it with additional data.

Implementation of enhanced conversion took place in all BBG shops which is more than 70 domains. It occurs in several phases. First, gather the user information from the backend. Second, push this user information into dataLayer object. Third, send hashed user information with the Google Ads conversion using Google Tag Manager. Fourth, using Google Ads and Google Analytics reports, evaluate the uplift and profit from enhanced conversions. Create reports for the marketing team based on raw Google Analytics data in BigQuery.

Partnering with Optimics

Optimics are experts in the field of digital enterprise analytics, AdTech platforms, marketing automation, attribution, data privacy, cloud usage for marketing and product purposes, data visualization

The results

Privacy is safe with hashing of first-party customer data. Recover conversions that otherwise wouldn’t have been measured. Tracking click conversions while maintaining user privacy. Conversions will be better attributable. Google Ads campaign management will be more effective. Google Ads bidding optimization will be more data-driven.

“Our business profitability and the effectiveness of our Search campaign have both seen improvements, thanks to the enhanced conversions. Additionally, we can now attribute sales to Google Ads with greater accuracy.”- Matej Tomašovský, Marketing Director (CEE) at BBG

*Results achieved during the period January to May 2023.

About Google Marketing Platform: Google Marketing Platform is a unified advertising and analytics platform that helps enterprise marketers make better decisions faster. With Google Marketing Platform, you’re in control of every campaign, so you have the flexibility to adapt to the needs of your business and your customers. Learn more at g.co/marketingplatform.

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