Case Study: Gerber Life Insurance Company achieves 25% increase in digital conversions and refines media mix with Google Analytics Solutions

Gerber Life refines its media mix using DoubleClick Campaign Manager

Gerber Life Insurance, a Nestlé subsidiary and long-standing B2C provider of life insurance, wanted to understand how different marketing channels contributed across the customer journey—especially the often-hidden post‑view impact of display ads—so it could grow conversion rates and make smarter media investments.

By integrating Google Analytics 360 with DoubleClick Campaign Manager and creating a custom attribution model that weighted early and assist touches, Gerber Life gained multi‑channel visibility, reallocated budget toward display and evaluated DSPs by their funnel contribution. The changes delivered top‑of‑funnel growth, better vendor insights and a 25% increase in digital conversions in the first five months of 2016 versus the same period in 2015.

Gerber Life Insurance Company

Edward Gager

Senior Digital Marketing Manager