Globus increases conversions by 8% and ROAS by 66% through Enhanced Conversions in Google Ads
In brief
Globus masters the challenge of incomplete conversion tracking with e-dialog: By implementing Enhanced Conversions in Google Ads, Globus was able to both increase measured conversions and achieve an impressive ROAS boost.
Challenge
Globus faced the challenge of incomplete conversion tracking due to data protection regulations and browser restrictions. Consequently, effective optimization of the marketing budget proved difficult. The retailer needed a solution to improve data accuracy and gain deeper insights into the actual impact of its campaigns.
Enhanced Conversions have improved our tracking and our ability to recover lost data, while enabling compliance with data protection. We are preparing for a cookieless future and have seen how conversion modeling improves Smart Bidding to achieve better performance and scalability.
Measures
e-dialog implemented Enhanced Conversions, a feature that improves the accuracy of conversion measurement. For this, we worked closely with Globus to enable correct setup and incorporate the necessary code modifications in a data-privacy-safe manner. This approach allowed Globus to increase the accuracy of its conversion tracking and make conversions visible that would otherwise have been lost.
Results
The implementation of Enhanced Conversions led to an 8% increase in measured conversions, as previously unregistered user actions were captured. Return on Ad Spend (ROAS) increased by 66%, reflecting more efficient budget utilization, while sales doubled, accounting for a 106% increase. Based on these results, Globus will continue to use Enhanced Conversions, and this will become an important measurement pillar for the company to make more informed budget decisions in the future.
- % ROAS Increase
- % Increase in reported conversions
- % Sales increase
