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Working with digital marketing partner , Incubeta , the team utilised Google ’ s Enhanced Conversions and Performance Max features to craft a bespoke strategy that improved the accuracy of Sanlam ’ s conversion measurement .

After seamlessly integrating with the Search Ads 360 ( SA360 ) platform , Enhanced Conversions enabled the refinement of conversion measurement in a way that respected user consent preferences . Alongside this , Performance Max bolstered conversion accuracy , thanks to its ability to optimise across all Google channels , including Search .

Whenever a lead form was submitted , the captured first-party data was channelled through Google Tag Manager . From there , the hashed data was matched against Google ’ s logged-in user data , and an enhanced conversion was reported in SA360 .

The approach delivered tangible results for the Life of Confidence campaign , where Sanlam experienced a significant improvement in conversion tracking accuracy and saw notable advancements in campaign performance .

Kelly Driscoll , Head of Demand Generation at Sanlam , said : “ For the first time in 2023 , our brand campaign strategically leveraged the full funnel to drive first-party data acquisition and leads to various business units , and it yielded exceptional results . Not only did we surpass our targets well ahead of schedule , but the data empowered us to better leverage our campaign and increase and decrease leads in line with our call centre ’ s capacity . This success underscores the effectiveness of our approach and its ability to drive meaningful engagement and business growth .”

With evolving privacy regulations and the decline of third-party cookies , accurate conversion tracking has become a challenge . Sanlam , a leading financial services provider , partnered with Incubeta to implement Google ’ s Enhanced Conversions and Performance Max , dramatically improving its data collection and campaign performance . In this interview , Kelly Driscoll , Head of Demand Generation at Sanlam , shares how first-party data powered its strategy , the role of video in engagement and what ’ s next for Sanlam ’ s marketing evolution .

Kirsten Fynn , Account Director at Incubeta , said : “ By combining Enhanced Conversions and Performance Max , we were able to navigate the challenges posed by evolving privacy regulations and Google ’ s evershifting stance on the depreciation of third-party cookies , allowing us to bolster Sanlam ’ s conversion accuracy and drive tangible results for its Life of Confidence campaign .”

Sanlam achieved an incredible 191 % increase in total lead form conversions and a 343 % boost in Performance Max campaign conversions . With a yearly target of 20,000 email sign-ups , Sanlam soared past this goal by achieving more than three times that number . The company is now rolling out Enhanced Conversions across the full business ’ s marketing campaigns .

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