Case Study: Virgin Media O2 boosts marketing efficiency and privacy-first measurement with Merkle

Virgin Media O2 boosts conversions by 42.1% with Merkle

Virgin Media O2, one of the UK's leading broadband providers, faced the challenge of accurately measuring marketing performance amidst reduced data signal and strict privacy regulations. They needed to improve attribution across their digital channels and reduce cost per acquisition while remaining fully compliant. To address this, VMO2 partnered with vendor Merkle.

Merkle implemented Google's privacy-centric tools, Consent Mode and Enhanced Conversions, to create a modernized measurement framework for VMO2. This solution delivered significant results, including a 9.5% increase in conversions reported via Consent Mode, a 42.1% increase via Enhanced Conversions, and a 6.6% improvement in Cost Per Acquisition, allowing Merkle's client to optimize marketing spend effectively without compromising customer trust.

Virgin Media O2