Higher advertising ROI through conversion tracking strategy
Univé
- Customer case
- Technical Web Analytics
Univé wanted to optimise its advertising campaigns based on approved insurance policies rather than submitted insurance applications. At the time, advertising platforms were optimised using insurance applications submitted by (potential) customers. However, not every application resulted in an approved insurance contract. While every application was counted as a conversion, only approved policies represented the actual business outcome.
Univé refers to submitted applications as gross conversions and approved insurance policies as net conversions. Together, we identified that this difference created an opportunity to improve campaign performance. By using net conversions as the primary optimisation signal, Univé could allocate its advertising budget more effectively and optimise campaigns based on actual business value.
Approach
Together with Univé's Data Analysts and Data Engineers, we developed a backend process that identifies approved insurance policies and connects them to Google Ads conversion tracking.
Step 1: Identifying approved insurance policies
The first step was to identify which insurance applications resulted in approved policies. We selected these policies from Univé's backend systems and linked them to advertising interactions using cookies and unique transaction identifiers. This created a reliable connection between approved policies and the marketing campaigns that generated them.
Step 2: Creating a net conversion dataset
Next, we combined the approved insurance policies with the existing gross conversion data. This enriched the conversion dataset with both marketing and backend information, creating a reliable overview of transactions that qualified as net conversions.
Step 3: Activating net conversions in Google Ads
The net conversion dataset was sent via Google Campaign Manager to Google Ads using an automated script. As a result, approved insurance policies could be registered as conversions, enabling campaign optimisation based on actual business outcomes instead of submitted applications.
Step 4: Expanding net conversion tracking across channels
After the initial implementation, we expanded the solution by integrating Tealium, Univé's Tag Management System (TMS) and Customer Data Platform (CDP). This enables Univé to distribute net conversion data to multiple advertising platforms, including Meta, Pinterest and Reddit, while maintaining a GDPR-compliant setup. The same data can also be shared with analytics platforms, providing broader insights into campaign performance across channels.
Result
By introducing net conversion tracking, Univé can now optimise advertising campaigns based on approved insurance policies rather than submitted applications.
Since the implementation:
- Return on Advertising Spend (ROAS) has increased.
- Cost Per Order (CPO) has decreased.
- Advertising budget is used more efficiently.
- Internal productivity has improved.
An additional benefit is the reduced workload for Univé's acceptance department. Because campaigns now generate a higher proportion of applications that result in approved insurance policies, fewer unnecessary applications require manual review. This allows employees to focus on other valuable activities while improving the overall efficiency of the acceptance process.
Want to know more?
Merel will be happy to discuss your data issues with you and put you in touch with the right expert.
Business Manager Technical Web Analytics020 308 43 9006 34 30 43 70merel.sijm@digital-power.com
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