Discover How Easily Dual Tagging Can Improve Google Ads Performance by 28%
The digital marketing landscape is undergoing a seismic shift as data privacy regulations tighten and consumer demand for control over personal information grows. The recent launch of Google Tag Gateway for Advertisers underscores the urgency of adopting privacy-compliant tracking solutions. With third-party cookies being phased out and stricter laws like GDPR and CCPA in place, marketers face a delicate balancing act: delivering personalized ads while respecting privacy constraints. This challenge is particularly acute in performance marketing, where accurate measurement is crucial for optimizing ad spend and maximizing ROI.
Amid these challenges, innovative solutions are emerging to bridge the gap between privacy compliance and campaign performance. One standout example is Butlers, a leading home accessories and furniture retailer, which achieved a 28% improvement in conversion rates by implementing a dual tagging strategy for Google Ads tracking. By leveraging both global site tags (gtag.js) and Google Tag Manager (GTM), Butlers not only enhanced data accuracy but also reduced dependency on developer resources, enabling faster campaign optimizations. This case study, alongside similar successes from brands like Blackroll, Decathlon, and Redcare Pharmacy, demonstrates that privacy-friendly measurement isn’t just possible—it can drive significant business growth.
I. Butlers’ Dual Tagging Methodology: Deployment and Advantages
Butlers’ journey toward more efficient tracking began with a critical realization: their existing global site tag (gtag.js) setup, while functional, lacked the flexibility needed to adapt to rapid market changes. Collaborating with the agency Trkkn, Butlers transitioned to a dual tagging system, integrating Google Tag Manager (GTM) alongside gtag.js. This hybrid approach offered several advantages.
First, GTM reduced reliance on developers for tag updates. Previously, even minor tracking adjustments required code changes, delaying campaign optimizations. With GTM, Butlers’ marketing team could independently manage tags, such as tracking newsletter sign-ups or navigation behavior, without technical bottlenecks. Second, the dual setup enabled custom event tracking, providing deeper insights into user interactions across the e-commerce funnel. For example, Butlers could now measure micro-conversions like product page views and cart additions, which were previously invisible in their analytics.
Most importantly, the integration of enhanced e-commerce tracking allowed Butlers to refine their Google Ads campaigns. By correlating user behavior with ad performance, they could allocate budgets more effectively, targeting high-intent audiences. As Vera Ader, Senior E-Commerce Manager at Butlers, noted, “GTM gave us the agility to test and iterate quickly, while gtag.js ensured baseline data consistency.” This synergy between precision and adaptability served as the cornerstone for their 28% conversion uplift.
II. Quantifiable Outcomes of Dual Tagging
The impact of Butlers’ dual tagging strategy was both immediate and measurable. Beyond the 28% increase in conversion rates, the retailer saw a 19% rise in overall conversions, attributed to more accurate data capturing previously missed interactions. Additionally, the speed of data updates improved dramatically—Butlers could now adjust tracking parameters three times faster than before, enabling real-time optimizations.
Another key benefit was the enhancement of AI-driven bidding strategies. With higher-quality data feeding into Google’s algorithms, Butlers leveraged Smart Bidding more effectively. The system could now model gaps in conversion tracking (e.g., users who browsed but didn’t complete purchases) and adjust bids accordingly. This was particularly valuable in a privacy-centric environment where traditional tracking methods are becoming obsolete.
The dual tagging approach also improved cross-channel attribution. By unifying data from Google Ads, GA4, and their e-commerce platform, Butlers gained a holistic view of the customer journey. This allowed them to identify high-performing touchpoints—such as YouTube ads or display campaigns—and reallocate budgets to maximize ROI.
For instance, tools like Topkee’s TTO CDP similarly streamline tag management by enabling multi-account tracking and automated conversion event synchronization—ensuring marketers maintain data integrity without sacrificing speed. Solutions like Topkee’s TMID-based tracking offer customizable URL parameters to refine attribution and improve AI model performance. Topkee’s remarketing tools leverage attribution analytics to segment users based on behavior, enabling personalized retargeting that boosts conversions by over 70%—proving that privacy compliance can coexist with performance gains.
III. Broader Industry Context: Privacy-Friendly Measurement Solutions
Butlers’ success mirrors a broader trend among forward-thinking brands. Blackroll, a fitness equipment retailer, utilized Google Consent Mode to track 41% more sessions amid cookie limitations, whereas Decathlon Switzerland employed Enhanced Conversions to encrypt first-party data, driving growth in search ad conversions by 3.12%. Similarly, Redcare Pharmacy reduced customer acquisition costs by 11% by unifying server-side tracking with AI-driven bidding. These cases share common threads: the strategic use of first-party data, seamless integration with tools like GA4, and a commitment to transparency that builds consumer trust. Otto Group’s analogous journey accentuates another pivotal realization—streamlining amplifies AI efficiency. By replacing manual keyword campaigns with Broad Match and Smart Bidding, Otto achieved 20% more clicks at 27% lower CPCs. Together, these examples illustrate that privacy compliance isn’t a barrier to innovation but a catalyst for smarter, more resilient marketing systems.
Topkee’s TM settings further enhance transparency by offering customizable tracking templates that analyze ad performance across dimensions like media sources and campaign goals. Topkee’s advertising report analysis provides ROI-focused insights. The creative production harnesses AI to align content with market trends to maximize cross-channel performance.
IV. Key Takeaways for Marketers
The Butlers case study offers three actionable insights for marketers navigating privacy-centric advertising. First, dual tagging (gtag.js + GTM) balances accuracy with operational flexibility, reducing reliance on developers while capturing richer behavioral data for Google Ads. Second, AI tools like Conversion Modeling and Smart Bidding are indispensable for bridging data gaps—but they require high-quality inputs to function effectively. Finally, future-proof strategies must prioritize first-party data collection, whether through loyalty programs, gated content, or enhanced on-site experiences. As regulations evolve, brands that embed privacy into their tech stack will gain a competitive edge in Google Ads, turning compliance into a performance multiplier rather than a constraint.
Conclusion: Synergy of Privacy and Performance
Butlers’ 28% conversion lift proves that privacy and performance aren’t mutually exclusive. By embracing dual tagging and AI optimization, they’ve created a blueprint for marketers navigating the post-cookie era.
If you’re ready to future-proof your Google Ads tracking, consider consulting experts to implement privacy-compliant solutions tailored to your business. The right strategy can unlock higher conversions, faster optimizations, and sustainable growth—just as it did for Butlers.
