What are Enhanced Conversions?
Measure the impact of your digital campaigns on actual sales. Discover how online advertising drives measurable sales uplift within your own customer base.
Enhanced Conversions (also known as Closed Loop Measurement or Sales Uplift) shows the true impact of your digital campaign on actual sales. By comparing the purchasing behaviour of consumers who were exposed to the campaign with that of a similar control group that was not exposed, we accurately measure the sales uplift directly attributable to the campaign. This privacy-friendly methodology uses first-party CRM data instead of cookies, providing a reliable alternative to traditional analytics, attribution models and DSP reporting. The result is a clear view of your campaign’s true ROI across both online and offline purchases.
How does it work?
The analysis brings together two data sources: users who were exposed to the campaign and a CRM list of customers who made a purchase during or shortly after the campaign. At the end of the campaign, the advertiser uploads this buyer list to match conversions with campaign exposure. To perform this measurement correctly and target the campaign, advertisers have two options for the campaign pool:
A specific CRM audience: You directly target your own customer database, ensuring the highest possible measurement accuracy.
A rate card interest segment: You target a broader, predefined interest segment. This offers lower accuracy, but provides additional scale and reach.
We then split and compare two groups within these segments to determine the baseline and uplift:
The exposed group: Users within the targeted audience who were actually exposed to the digital campaign, with a minimum of one impression.
The control group: Users within the same audience who did not see the campaign, for example due to budget limitations or targeting restrictions. Their purchase behaviour is therefore not influenced by the ads and serves as the ideal benchmark.
By analysing which users actually saw the campaign and subsequently converted, and comparing this with the natural purchase behaviour of the control group, we calculate the exact sales uplift generated purely by campaign exposure.
Why choose Enhanced Conversions?
Measure the actual sales lift based on your own CRM data.
Get watertight proof of your campaign impact without being hindered by cookie or consent limitations.
Understand exactly how many additional transactions online media contributes to your lower-funnel objectives.
Make data-driven decisions to further optimise future conversion campaigns.
