About Playmobil
The Horst Brandstätter Group, with approximately 2,800 employees worldwide, includes 33 companies such as Playmobil and LECHUZA. The company sells globally through retailers while increasingly focusing on e-commerce and direct-to-consumer channels to adapt to changing consumer preferences driven by digitalization.
Executive Summary
When cookie banners were introduced on Playmobil’s websites, many users opted out of tracking. As a result, fewer conversion and behavioral signals were collected, which limited analytics and attribution and reduced the effectiveness of Google Ads campaigns. By implementing JENTIS AI-based customer activation, Synthetic Users, Playmobil was able to compliantly replace missing user data and activate it in Google Ads. With Synthetic Users, Playmobil reported additional revenue, 50% of which directly from Google Ads. Furthermore, conversion value rose by 28.8% and tracked conversions increased by 29.6%. Synthetic Users proved to be a key driver in expanding Playmobil’s online business.
Challenge
Previously, Playmobil encountered data inconsistencies between the e-commerce system and other analytics tools and systems in use, which were solved with JENTIS server-side tagging. However, the implementation of cookie banners on Playmobil’s websites further led to reduced data collection and activation, as many users declined to consent to tracking. This meant that fewer conversions were available to Google Ads algorithms, which in turn led to a sharp drop in campaign performance. Beyond advertising, missing behavioral signals also limited analytics and attribution, creating a significant challenge for Playmobil’s marketing efforts.
Solution
Previously, Playmobil encountered data inconsistencies between the e-commerce system and other analytics tools and systems in use, which were solved with JENTIS server-side tagging.
However, the implementation of cookie banners on Playmobil’s websites further led to reduced data collection and activation, as many users declined to consent to tracking.
This meant that fewer conversions were available to Google Ads algorithms, which in turn led to a sharp drop in campaign performance. Beyond advertising, missing behavioral signals also limited analytics and attribution, creating a significant challenge for Playmobil’s marketing efforts
Results & Impact
By implementing Synthetic Users, Playmobil was able to overcome data inconsistencies and make previously missing conversion signals available. Across all channels, a reporting uplift was achieved with an increase in revenue from users who had not been tracked due to missing consent.
The Return on Ad Spend improved with a gain of 28.8% in conversion value in Google Ads, and a 29.6% uplift in conversions. Also, additional revenue was reported, 50% of which directly from Google Ads. These results show how Synthetic Users helped Playmobil stabilize its data foundation, recover missing signals, and turn them into measurable revenue growth, all while remaining compliant with data protection requirements
With JENTIS, we are now able to track over 97% of our orders. This success enables us to better understand customer journeys and address target groups more effectively.
