How SnapLogic Recovered 80% of Lost Conversions in a Privacy-First Way

The challenge
SnapLogic, a leading provider of Intelligent Integration Platform (iPaaS), faced a significant challenge regarding data privacy regulations. The company needed to ensure its online operations complied with stringent rules, such as GDPR and CCPA, without sacrificing the detailed user analytics critical for its marketing efforts and service improvements. Striking a balance between respect for user consent choices and the need to collect meaningful data was crucial. However, achieving this while navigating complex privacy laws and technological options posed a significant hurdle.

The approach
The solution lay in the implementation of Google Consent Mode via Google Tag Manager. This approach allowed SnapLogic to adjust how Google's tags behave based on the consent status of end-users, thereby maximizing data collection while respecting user consent choices. By adjusting the settings of analytics_storage and ad_storage, SnapLogic could control the behavior of Google Analytics cookies and ad conversion tracking cookies, respectively. Google Consent Mode was then integrated with SnapLogic Consent Management Platform to handle user consent decisions effectively.

Partnering with VertoDigital
Our consultative and hands-on approach enabled SnapLogic to navigate this technical challenge smoothly. We provided our expertise in Google Consent Mode and Google Tag Manager, guiding SnapLogic through the process and implemented all the necessary configurations. Our experience with integrating CMPs with Google Consent Mode was invaluable in setting up the system to accurately reflect user consent decisions.Our hands-on support ensured the implementation was tailored to SnapLogic unique needs, and to top if all off, thorough testing made sure everything worked seamlessly.

The results
Implementing Google Consent Mode resulted in meaningful improvements for SnapLogic data collection process. The company could now accurately track user interactions, while fully respecting users' consent choices. A significant breakthrough was the recovery of lost conversions. By leveraging Google Consent Mode and Google's modelled data, SnapLogic was able to recover approximately 80% of conversions that would have otherwise been missed due to lack of user consent.

“It’s been a game changer having Verto’s help navigating GA4 especially with the Consent Mode challenge! I appreciate our continual partnership as it’s a pleasure working with Yasen and team”
—Stephanie Courtois, Website Marketing Manager