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Start with a strong tagging infrastructure
Tags are the foundation of privacy-centric measurement. Sitewide tagging,
using the Google tag or Google Tag Manager, allows you to make the most of the
data customers share with you by placing first-party cookies on your website
to measure conversions.
Benefits of sitewide tagging
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Demystifying automationWithout proactive measures, regulatory and technology changes could affect your ability to reach relevant audiences, measure marketing performance and win customer trust. -
Maintain measurement accuracyEnsure more accurate conversion tracking by specifying which interactions should be counted as Google Ads conversions. -
Streamline integrationExperience faster, easier integration across other Google products, like Google Analytics.
LähiTapiola’s use of first-party data results in an increase in conversions
LähiTapiola, a major insurance provider based in Finland, wanted to expand
its digital acquisition strategy while also maintaining budget efficiency.
Partnering with Google and an agency, OIKIO, they implemented the Google tag
across LähiTapiola’s entire website. Now able to use first-party data with
its Google Ads campaigns, the company has gained a
37% increase in conversions and a 7% decrease in cost per conversion.
How sitewide tagging works
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Sitewide tags, such as the Google tag, place first-party cookies on your website. -
Customers interact with your ad and the sitewide tag stores first-party cookies with info about the interaction. -
When the customer converts on your website, the tag reads this cookie and records the conversion in your Google Ads account.