The Challenge 

Africa’s leading multi-channel, digital satellite, digital terrestrial and pay-television destination serves over 14 million customers with access to world-class entertainment anytime, anywhere. 

As data privacy regulations continue to evolve, maintaining compliance while sustaining media performance has become critical. The client needed a durable measurement framework that both respected user privacy and preserved the efficiency of their advertising ecosystem. 

The Solution 

To safeguard measurement accuracy and support growth in a privacy-first environment, we implemented Google’s Enhanced

Conversions — a durable measurement feature that leverages consented, first-party data to match customer conversions with Google accounts. 

This initiative enabled: 

• More accurate attribution of conversions to campaigns. 

• Access to advanced bidding strategies. 

• A robust and future-proof data infrastructure. 

• Scalable growth driven by improved data integrity. 

The Approach 

Our approach focused on enhancing measurement precision and ensuring readiness for a cookieless future. 

 
Key steps included: 

• Deploying Google Tag Manager (GTM) to collect user-provided, first-party data securely. 

• Sending consented customer data (e.g. email addresses or phone numbers) to Google Analytics for privacy-safe matching. 

• Combining client-owned insights with Google data to enhance measurement accuracy and analytics capability. 

• Reducing reliance on third-party cookies and external tracking mechanisms. 

This ensured the client’s measurement framework was both compliant and resilient to ongoing privacy and browser policy shifts. 

Measurement Strategy 

We focused on key performance indicators including: 

• Conversion events and revenue generation. 

• Engagement metrics such as form submissions, product interest, and value-driven interactions. 

The Result

• +79% increase in subscription event engagements. 

• +35% increase in revenue generated. 

• Predicted +10% uplift in subscriptions, driving a corresponding increase in revenue. 

Key Takeaway 

By enabling user-provided data collection and implementing Enhanced Conversionswithin GA4, the client unlocked a more complete and privacy-compliant measurement ecosystem. This strengthened demographic and interest reporting, enhanced cross-device conversion tracking, and future-proofed their marketing performance against ongoing privacy changes.