+ 9.5%
+ 42.1%
+ 6.6%
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Services
Experience & Commerce
Industry
Automotive
Market
Europe
Tech Partners
Adobe
Virgin Media O2 (VMO2) is one of the UK’s leading broadband providers, delivering ultrafast connectivity to millions of households across the country. As a business operating in one of the most competitive and price-sensitive sectors, understanding which media investments are driving real business outcomes is critical.
To maximise marketing efficiency while respecting user privacy, VMO2 partnered with Merkle to implement Google’s privacy-centric tools: Consent Mode and Enhanced Conversions. This modernised their digital measurement framework and delivered actionable insight into campaign performance without compromising compliance.
In a landscape defined by rising costs and high consumer expectations, VMO2 needed a better way to attribute performance across its media mix, especially in the face of reduced signal availability and tighter data regulations.
The brand wanted to:
Accurately measure conversion performance across digital channels
Improve optimisation strategies to reduce cost per acquisition
Respect privacy requirements in line with data protection legislation
Move beyond a one-size-fits-all analytics model
Merkle was brought in to help architect and activate a solution that would deliver both performance insight and privacy protection at scale.
Building a privacy-centric data architecture has been one of our top priorities at VMO2. Merkle went above and beyond the one-size-fits-all approach and helped us tailor the solution to meet our media and data requirements.
VMO2 and Merkle worked together to implement Google’s Consent Mode and Enhanced Conversions, two foundational tools in a privacy-first measurement strategy.
Consent Mode allows tags to adjust behaviour based on user consent, preserving conversion modelling capabilities even when users opt out of tracking.
Enhanced Conversions improves the accuracy of conversion data by using first-party data in a secure, privacy-compliant way to fill measurement gaps.
By aligning these tools with VMO2’s commercial goals and data architecture, Merkle delivered a flexible, privacy-centric solution that enabled better attribution and smarter campaign decisions.
The new measurement framework unlocked significant gains in performance:
+9.5% increase in conversions reported via Consent Mode
+42.1% increase in conversions reported via Enhanced Conversions
+6.6% improvement in Cost Per Acquisition (CPA) across paid search campaigns
With more accurate conversion data feeding back into Google Ads, VMO2 can now optimise more effectively, making every marketing pound work harder without compromising customer trust.
