Maximizing Media Performance with GA4 & Enhanced Conversions Improving Search & YouTube optimization for The Watches of Switzerland Group

"Enhanced Conversions helped complete the picture of how our digital activity is performing, allowing us to make smarter decisions with our marketing budgets."
James Thompson
Watches of Switzerland Group Digital Marketing Manager


Founded in 1924, Watches of Switzerland are the leading luxury watch specialist in the UK, with a significant presence in the US. With a rise in industry demand and competitor presence, Watches of Switzerland were looking for new ways to maximize media performance, whilst remaining compliant with recent and upcoming data privacy regulation changes and increasing expectations of users when it comes to customer data protection.

Incubeta was tasked with increasing online sales. As such, we set targeted KPIs to increase WOSGs YouTube conversion rate, and Search conversion rate.


Following a review of the Measurement Plan created for, we rolled GA4 out for WOSG across 3 further brands (4 markets) with a unified approach for structural consistency. Enhanced Conversions was then implemented to (i) increase the volume of observed conversions across Google Ads and YouTube.

Beyond an immediate increase in reported conversion volumes, it’s reassuring to know that our modelling and bidding algorithms can now leverage this incremental data to continue to drive improved performance.

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