Sunrise Increases Conversions by 8.2% with Enhanced Conversions
Intro
Swiss communications provider Sunrise is adapting its advertising setup to the challenges of the post-cookie era. By implementing Enhanced Conversions for Google Ads through e-dialog as part of our data strategy, the number of tracked conversions was significantly increased, generating valuable signals for bidding and attribution. In addition to campaign optimization, this measure also supports Sunrise's efforts to build a future-proof setup for cross-device campaigns.
Challenge
Sunrise Communications is one of Switzerland’s largest private communications providers. It became apparent that as the browser and privacy landscape evolved, measurement gaps led to blind spots that hindered holistic optimization. Knowing that many of its users were switching to ITP (Intelligent Tracking Prevention) browsers, Sunrise wanted to improve its search results by enhancing its measurement setup.
Goals
- Update of tracking and measurement setup for the post-cookie era
- Optimization of search campaign performance
Enhanced Conversions provide us with more meaningful data to manage our online sales performance and ultimately have better control over our return on investment (ROI).
Patrick Kramer, Managing Consultant SEA, Sunrise Communications
Measures
Sunrise implemented Enhanced Conversions using the Google tag, which hashed customer emails with the Secure Hash Algorithm 256-bit (SHA256). This data was matched with the internal sign-in graph, helping to close conversion gaps due to browser restrictions and cross-device conversions. On the backend, Sunrise used two conversion pipelines to test the impact of Enhanced Conversions. One pipeline collected data from pixel calls only, while the other collected data from both pixel and Enhanced Conversions.
Results
When comparing the two pipelines, Sunrise saw significant search gains through Enhanced Conversions, including an 8.2% increase in search conversions and a 3.5% increase in conversions for Target Cost per Acquisition (tCPA) campaigns with Enhanced Conversions. Looking ahead, the company is considering expanding the setup to its B2B division and plans to collaborate with Google in the cookieless future.
With the Enhanced Conversions feature, Google offers advertisers the opportunity to improve the accuracy of Google Ads conversion tracking and close measurement gaps using first-party and consent data.
- % Search Conversion Rate
- % Increased conversions for tCPA campaigns through Enhanced Conversions
