A webpage with the Google tag

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 that customers share with you by placing first-party cookies on your website to measure conversions.

A webpage with the Google tag
LähiTapiola logo

LähiTapiola’s use of first-party data results in a 37% 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

  • A tag with a webpage in the background

    Sitewide tags, such as the Google tag, place first-party cookies on your website.

  • The Google tag with profile icons surrounding it

    Customers interact with your ad and the sitewide tag stores first-party cookies with info about the interaction.

  • A cell phone with checkmarks on the screen

    When the customer converts on your website, the tag reads this cookie and records the conversion in your Google Ads account.

Frequently asked questions