Higher advertising ROI through conversion tracking strategy

Univé

Customer case
Technical Web Analytics

Anne Wind

Technnical Web Analyst

3 min

08 Jul 2024

Univé continuously analyses the impact of advertisements: how do they contribute to the intended goal? Ads are driven by the conversion of a (potential) customer applying for insurance. The challenge is that not everyone who applies converts into a customer with an insurance contract. All applications are called 'gross conversions'.

Univé aims to consider the activation of insurance (the moment of acceptance) as the true conversion. They call this the 'net conversion'. The goal is to use the advertising budget more efficiently and seize optimisation opportunities. They enlisted the help of our Technical Web Analysts to set up a process for this.

Approach

Our approach consisted of several phases:

Phase 0 - Hypothesis: In close collaboration with Univé’s Data Analysts, we investigated how many of the gross conversions (applications) converted into customers with a contract (net conversions). We observed a difference, clearly highlighting the importance of net conversion.

Phase 1 - Approved insurances: In collaboration with Univé’s Data Engineers, we made a selection of approved insurances. These were linked to an ad click.

Technical explanation: We selected approved insurances using backend data, which is a database containing actual insurance applications. We created a query to filter applications with the status 'activated'.

Phase 2 - Conversion tracking: We ensured that gross conversions were available in the backend with the corresponding cookie and unique transaction code. This allowed us to link the correct data to the correct transactions (see phase 3).

Phase 3 - Selection: We eventually combined all selected approved insurances (phase 1) with the gross conversions (phase 2). This combination created a selection of transactions that we could send to Google as net conversions.

Phase 4 - Conversion implementation: We then sent this selection via a script through Google Campaign Manager to Google Ads, so the net conversion was registered as a conversion in Google.

Result: cost reduction and customer impact

Since the implementation in February, the Return on Advertising Spend (ROAS) has increased, indicating a more efficient use of Univé’s advertising expenses, resulting in better results per euro spent. The Cost Per Order (CPO) has also decreased, which is a positive development.

A key benefit of the new approach is the increase in the acceptance ratio. By focusing on net conversions, this ratio has risen, saving time and costs for the acceptance department, allowing them to focus on other tasks.

Future

Currently, net conversion is sent directly to Google Ads. In the future, we plan to send the conversion to Tealium (the Tag Management System and Customer Data Platform). This will enable Univé to easily share it with various advertising platforms, such as Pinterest, Meta, and Google Ads, while ensuring GDPR compliance.

Additionally, Tealium offers the possibility to send conversion data to various analytics tools, allowing for more extensive data analysis and even more effective use of the advertising budget. This will help Univé become even more relevant to its members.

Our client's experience

univé logo

Niels van't Erve, Web Analyst

"Focusing on net conversions helps our department use our advertising budget more wisely and reduces the workload for our acceptance department. Univé benefits from this solution on multiple levels."

Want to know more?

Merel will be happy to discuss your data issues with you and put you in touch with the right expert.

Merel Sijm

Business Manager Technical Web Analytics020 308 43 90 06 34 30 43 70 merel.sijm@digital-power.com

Schedule an online meeting

Receive data insights, use cases and behind-the-scenes peeks once a month?

You might also like:

What is Tagbird, what do you use it for, and what can you do with it?

Tagbird is a Chrome extension developed by Digital Power. You can download it from the Chrome Web Store and add it to your browser. It is a debug/visualisation tool that provides a simple and clear insight into, among other things, the data layer, tag management events and analytics requests of a website. So you can quickly and easily test your entire analytics implementation with Tagbird.

How good Is your web analytics implementation?

How confident is your company in its web analytics data? In this article, we’ll first explain why web analytics tools can never provide 100% accurate data and why that’s not necessarily a bad thing. Then, we’ll dive into the practical side of things: how reliable are most web analytics implementations?

Improved customer insight and cross-device tracking through innovative customer recognition

Recent developments in Safari’s web browser, such as Intelligent Tracking Prevention (ITP), have made tracking user behaviour over longer periods more difficult. For Transavia, where the customer journey between booking a flight and the actual departure date can be lengthy, this presented a significant challenge. Without an effective solution, Transavia risked losing crucial customer insights and undermining the effectiveness of their marketing strategies.

The impact of ITP on analytics and the user experience

Intelligent Tracking Prevention (ITP) was launched by Apple in 2017 in an effort to restore "the balance the balance between privacy and the need for on-device data storage". With Intelligent Tracking Prevention, Apple aims to reduce cross-site tracking (following users across websites) by limiting the use of cookies. Find out what this means for you.

Switching from Universal Analytics to Google Analytics 4 (GA4)

On 14 October 2020, Google launched the new version of Analytics: Google Analytics 4 (GA4). Soon after the launch, it became clear that a number of important functionalities from Universal Analytics (GA3) were missing, and therefore the time to switch seemed far away. Fortunately, we see that the development team on the side of Google has not been idle. Some nice features have since been introduced within GA4 that have narrowed the gap between GA3 and GA4. This article answers the questions that are increasingly being asked about GA4.

A scalable data platform in Azure

TM Forum, an alliance of over 850 global companies, engaged our company as a data partner to identify and solve data-related challenges.

What to do about broken Looker Studio dashboards?

Did the following scenario happen to you last week? While enjoying your morning coffee, you take a look at your pride and joy: a meticulously created Looker Studio dashboard built with the GA4 connector. You rub the sleep from your eyes and see your charts are all broken. Frantic phone calls from colleagues are pouring in. What is happening? Find out in this post what the consequences of Google’s newly imposed quota on the Google Analytics Data API are.

Integration web and app data contributes to a 360-degree customer view

Univé is a Dutch insurance company that offers insurance, financial products, and services to both consumers and businesses. The company is focused on providing high-quality service and helping customers make responsible financial decisions. Since 2014, we have been working closely with Univé.

Which data traineeship is right for you?

You are almost done with your studies and looking for an employer that offers you the opportunity to learn everything about the field of data. Or you are no longer challenged in your current position and would like to become more technical. In both cases, you do not want to follow unpaid courses, but you would like to get started as soon as possible for real customers, with a serious salary. Does this sound familiar? Then these data traineeships are really something for you.

What are cookies?

Cookies. This word comes up a lot in the world of marketing and online analytics. But what exactly are those cookies? And are there different types of cookies?

Measure ecommerce events in GA4 and Universal Analytics with only the updated datalayer pushes

With our variable in the Google Tag Manager Community Template Gallery it is easy to start using all the new ecommerce analytics capabilities that Google Analytics 4 offers while fully supporting the 'old' enhanced ecommerce of Universal Analytics. Find out how the variable works.

A new tagging structure for the App and website

Univé is the only Dutch insurer with a website, App and physical stores. They therefore follow an omni-channel strategy. According to its own '1 digital front door principle', the insurer also wanted to offer customers the opportunity to take out/change insurance policies and report damages via the App. They asked our Data Analysts to make the new funnels measurable.

How do I set up Google Tag Manager?

A tag management system such as Google Tag Manager (GTM) enables you to measure visitor behaviour on your website. You can also implement marketing pixels (such as Google Ads and Facebook) and cookie banners via this platform. This article gives you tips to keep in mind when setting up GTM. This allows you to collect reliable and usable data, and you will be less dependent on your web developers.

Increased ROI in healthcare campaign thanks to improved insight

Various departments within Univé made decisions based on data from multiple data sources and separate reports. As a result, each department made decisions based on different information. The departments were also not always aware of each other's performance. We investigated how the integration of the data sources using the Microsoft Power BI visualisation tool could improve decision-making.