Plaisio.gr
Privacy Centric Measurement

A 360° Privacy Centric Measurement strategy. The first Greek Google Case Study on turning data loss into performance gains in a cookie-less era.

Google Privacy Day 005
Privacy Day Plaisio

A PRIVACY MEASUREMENT WORK

With rising restrictions on cookies and heightened privacy regulations, advertisers worldwide face growing challenges in tracking performance and optimizing digital campaigns. Plaisio, one of Greece’s largest tech retailers, partnered with MEDIACUBE to become the first brand in the country to launch a comprehensive Privacy-Centric Measurement strategy.

Presented at Google’s “Privacy Day” event in March 2023, this groundbreaking collaboration demonstrated how a forward-thinking approach to data governance and technology could unlock new performance capabilities, without relying on third-party cookies. The result? A fully integrated measurement model that turned data limitations into strategic advantages, delivering higher ROI and smarter campaign optimization.

THE CHALLENGE

The digital marketing landscape has changed dramatically, especially with evolving privacy policies, cookie consent requirements and new data regulations. For Plaisio, this shift created three critical challenges:

Inconsistent data

Inconsistent data capture due to user opt-outs and cookie restrictions.

Reduced visibility

Reduced visibility into lower-funnel conversions and customer journeys

Campaign Optimization

Difficulty in optimizing campaigns with limited or incomplete attribution signals

THE SOLUTION

Traditional methods of tracking user behavior, attributing performance and measuring return on ad spend (ROAS) had become less reliable. In an environment where accurate insights are essential to digital growth, Plaisio needed a solution that could not only protect data privacy but also preserve performance visibility. MEDIACUBE introduced a 360° Privacy-Centric Measurement framework, designed to rebuild data quality and campaign intelligence in a post-cookie ecosystem. The strategy was built on three foundational principles, Retention, Information and Security, and executed across five key pillars using Google’s advanced tools:
Global sitewide tagging

A unified tag architecture was implemented across Plaisio’s e-commerce platform, ensuring consistent data collection across devices and entry points.

Conversion modeling

To recover insights from users who declined cookies, advanced modeling techniques were used to estimate conversions that otherwise would go unrecorded, restoring a fuller picture of campaign impact.

Google enhanced conversions

First-party data inputs, such as hashed email addresses and user interactions, were leveraged to improve the accuracy of conversion tracking and campaign attribution.

Consent mode integration

Google Consent Mode was deployed to adjust tracking behavior based on user consent preferences, enabling partial data collection that respects privacy while still generating actionable insights.

GA4 for e-commerce

Plaisio migrated fully to Google Analytics 4, gaining access to predictive audience segments and deeper cross-device analytics, powered by machine learning and real-time reporting.

This holistic approach enabled Plaisio to retain meaningful insights, segment and correlate behaviors more effectively and optimize ad campaigns with a degree of accuracy once thought lost in a privacy-first environment.

The Result

ASSETS & IMPLEMENTATIONS DEVELOPED

  • Implemented a unified global tagging system across the e-commerce platform, ensuring consistent data capture across devices and entry points.

  • Develop advanced conversion modeling to estimate actions from users who opted out of cookies, recovering lost insights and restoring full-funnel visibility.

  • Leverage Google Enhanced Conversions using first-party data like hashed emails and interactions to improve attribution accuracy.

  • Integrate Consent Mode to respect user preferences while still collecting actionable partial data for campaign optimization.

  • Migrated fully to GA4 to utilize predictive audiences, cross-device analytics, and real-time reporting, enhancing segmentation and performance measurement.

THE RESULTS

Just one quarter after the implementation of the Privacy-Centric Measurement framework, the campaign delivered both strong performance improvements and significant gains in data visibility.

PERFORMANCE METRICS

+%

Ads revenue

+%

Ads conversions

+%

Improvement in ROAS

+%

Conversion data collection ratio

Measurement & Attribution METRICS

+%

Campaign attribution ratio across display and social channels

+%

Audience data collection compared to Universal Analytics

+%

Predictive audience performance in GA4 compared to legacy advanced audiences

ABOUT PLAISIO.GR

Founded in 1969, Plaisio Computers is one of Greece’s leading retailers in technology, electronics and office supplies. Known for its innovation, broad product range and customer-first mindset, Plaisio operates a robust e-commerce platform alongside physical stores across the country. As a brand committed to digital excellence, Plaisio continues to embrace new technologies that improve customer experiences and future-proof its marketing operations.