Much of serviced office provider Regus’s marketing focuses on lead generation. As such, the removal of third-party cookies from major browsers and mandatory consent banners was impacting their ability to measure media-led conversions. Looking ahead, the team recognized the need to future-proof their marketing measurement, and do so in a way that respected user privacy.
Centrally orchestrated by the team at Croud, Regus leveraged Google best practice in developing a Strategic Measurement Roadmap to drive momentum in testing and the adoption of future-proofed technologies. An agile implementation approach was created to rapidly pilot and scale privacy-first measurement solutions, including Enhanced Conversions, Consent Mode and Google Analytics 4 (GA4).
Alongside this, Croud developed and delivered customized training, which ensured a seamless roll out of GA4 and its advanced modeling capabilities.
Croud’s strategic guidance and analytics expertise, combined with Google’s user-first privacy solutions, improved Regus’s measurement accuracy and recovered 9% more Search conversions – previously lost to user cookie choices and browser limitations. This ultimately reduced effective cost-per-acquisition (CPA) by 8.3%.
“By partnering with Google and Croud, our new solution delivers better results while meeting the highest standards of customer centricity.”
Global Head of Demand Generation, IWG