Case Study: 1+1 Digital achieves post-view conversion tracking and unified online/offline ROAS measurement with OWOX

How to Track Post-view Conversions and Learn the Effectiveness of Video Ads 1+1 Digital

1+1 Digital, the digital arm of 1+1 Media, needed to measure how video ads drive online and offline sales for a major multi-channel retailer but couldn’t link publisher view data to site behavior because GDPR prevents sharing Google user IDs. Working with OWOX, the challenge was to track post-view and post-click conversions, calculate CPA and ROAS for video campaigns, and combine ad impressions with ERP offline sales to get a complete view of media effectiveness.

OWOX implemented anonymized OWOX User ID tags for each video, streamed view events into Google BigQuery, joined those records with the retailer’s ERP (Axapta) and site data, and built a Google Data Studio dashboard using a 9‑day conversion window. As a result OWOX enabled 1+1 Digital’s client to link video views to online and offline purchases, calculate CPA/ROAS, and analyze channel and creative performance—finding, for example, that 14.8% of viewers had previously visited the site and 5.8% visited within nine days after viewing.