BFSI · Server-Side Tracking, BigQuery
Axis Max Life: 10% Lower Acquisition Cost via Server-Side Tracking
Privacy changes and browser restrictions were starving Axis Max Life’s ad platforms of conversion signal — pushing acquisition costs up while reach shrank.
~10%
absolute reduction in customer acquisition cost
100%
migration from cookie-based to user-based tracking
01
The Challenge
The paid-media math was deteriorating on two fronts at once. Cookie deprecation and device privacy updates were breaking client-side tracking, so ad platforms optimized on incomplete signals — bidding for the wrong users at the wrong price. Meanwhile the insurer's compliance bar ruled out quick fixes that played loose with customer data. Term and savings products, the growth engines, were feeling it most.
02
The Solution
We moved measurement off the browser. A server-side tracking architecture on Google Cloud replaced pixel-based collection, sending conversion events to ad platforms through their server APIs with customer identifiers hashed for privacy compliance. Cleaner, fuller signals meant the platforms' matching and optimization finally worked with accurate data — and a real-time monitoring layer kept campaign performance visible as the migration progressed.
03
The Results
Customer acquisition cost fell roughly 10 percentage points on an absolute basis, with reach and campaign performance improving across term and savings lines. Tracking moved from fragile cookie-based methods to durable user-based measurement on infrastructure the compliance team signed off — resilient to the next round of browser changes, not just the last one.
- Server-Side Tracking
- Conversions API
- Google Cloud Platform
- BigQuery
- Data Hashing
More client work
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