Intarget for Unieuro
From Data Quality to Growth: +17.2% in Conversion Value with Google Tag Gateway
- MARKETING TECHNOLOGIES & PLATFORMS
- DATA MANAGEMENT
- DATA & ANALYTICS
- TAGGING MEASUREMENT & ATTRIBUTION
Unieuro, a leading Italian retailer of consumer electronics and household appliances and part of the Fnac Darty Group, operates through an omnichannel ecosystem in which data quality and marketing effectiveness are essential to supporting online sales.
In a landscape characterized by increasing attention to privacy and evolving tracking technologies, brands face a progressive reduction in the signals available to measure conversions and optimize advertising investments. Browser restrictions and the gradual phase-out of third-party identifiers make it increasingly important to build reliable measurement infrastructures based on first-party data.
Intarget supported Unieuro in implementing Google Tag Gateway through server-side Google Tag Manager, helping to enhance its data collection and measurement infrastructure. This technological initiative was designed to improve the reliability of conversion signals, strengthen the effectiveness of Smart Bidding strategies, and drive digital performance growth.
Goal
The objective of the project was to improve measurement accuracy and advertising campaign efficiency by restoring the quality of the signals needed to power AI-driven optimization tools and support online sales.
Evolving privacy standards and browser restrictions had progressively reduced the availability of valuable data, making conversion attribution more complex and negatively impacting campaign effectiveness.
For Unieuro, the challenge was therefore to strengthen its measurement infrastructure by adopting a first-party data collection model capable of minimizing tracking disruptions and ensuring more reliable signals to inform investment decisions.
Strategy
The strategy focuses on enhancing the tracking infrastructure through the implementation of Google Tag Gateway (GTG) for advertisers, integrated with server-side Google Tag Manager (sGTM).
The project, carried out with the support of Intarget, involved migrating tags to the server side and shifting script loading from third-party domains to Unieuro’s first-party domain.
This configuration enables both script loading and data collection to be managed through the brand’s own domain, reducing interference caused by browser restrictions and improving the continuity of data flows.
Adopting a fully first-party setup represents an important step toward improving measurement quality. More accurate conversion signals enable better attribution of results and provide Google’s algorithms with more reliable information to optimize Smart Bidding strategies.
In this way, the technological evolution of data collection directly supports marketing objectives, creating the conditions for more effective campaign management and greater value from advertising investments.
Results
The effectiveness of the initiative was confirmed by a causal impact study, which showed an increase in total conversion value following the adoption of Google Tag Gateway.
+17.2% in conversion value
The result highlights the impact that higher data quality can have on campaign performance. Recovering reliable signals helped improve conversion attribution and the efficiency of bidding strategies, providing Google’s AI-powered tools with more accurate information for optimization.
For Unieuro, the project represents an evolution of its measurement infrastructure, aimed at enabling increasingly effective management of first-party data and media investments.
This journey will continue with the integration of more granular first-party signals to progressively refine audience engagement strategies and support the long-term profitability of marketing activities.
