- The award highlights the use of advanced technologies such as Enhanced Conversions and Marketing Mix Modeling to optimize investment and data-driven decision-making.
- The partnership between Adsmurai and FC Barcelona led to a 44% increase in reported conversions and a 16% improvement in ROI, boosting the club’s advertising efficiency.
Madrid, June 27, 2025 — FC Barcelona and Adsmurai have been awarded the Silver prize in the Modern Measurement category at the Google Marketing Partners Awards, a recognition that celebrates the best implementations of advanced measurement and durable data infrastructures that drive real business impact.
A category designed for measurement leaders
The Modern Measurement category honors partners who demonstrate exceptional excellence in the strategic use of data, technical integrations, and measurement models to transform how advertisers make decisions. This award recognizes projects that not only adapt their infrastructure to the challenges of the current digital ecosystem, but also deliver tangible brand results.
The case: FC Barcelona’s commitment to strategic measurement
Faced with a digital environment experiencing accelerated signal loss due to new privacy regulations, the club decided to pursue an advanced measurement approach, focusing on regaining visibility, optimizing advertising investment, and making decisions based on first-party data.
The solutions implemented included:
- Consent Mode and Enhanced Conversions in Google Ads to improve data quality and traceability.
- A customized Marketing Mix Modeling (MMM) solution that integrates key variables such as tourism, sports calendar, and seasonality to measure the real incremental value of campaigns.
A strategic partnership with Adsmurai
The partnership with Adsmurai was key to enabling this transformation. From strategic consulting to technical execution—including Enhanced Conversions activation via GTM and building the MMM model—the joint work of Paid Media, CRM, and Data teams at FC Barcelona and Adsmurai made it possible to:
- Integrate and activate multiple first-party data sources.
- Identify inefficiencies in traditional attribution models.
- Redesign the channel mix with an omnichannel and incrementality-based approach.
Tangible results
Thanks to this collaboration, FC Barcelona achieved:
- +44% in reported conversions through Enhanced Conversions.
- 95% match rate in encrypted data in 2024.
- +16% year-over-year ROI with the application of the MMM model.
- Identification of low-incrementality areas (such as Search), which led to stronger upper-funnel strategies and optimized investment allocation.
“Thanks to solutions like Enhanced Conversions and First Party Mode, we’ve been able to regain part of the lost visibility and ensure that the data feeding our campaigns and algorithms is of the highest quality. At the same time, the signal loss context pushed us to adopt new measurement models like MMM, which allow us to make more efficient decisions in how we allocate advertising budgets.”
A legacy of measurement innovation
This award adds to the Gold received by Adsmurai in the previous edition of the Google Marketing Partner Awards alongside Claudio Galeno in the Analytics & Privacy category, where the use of BigQuery and Consent Mode was recognized for ensuring data privacy and consistency.
With this new distinction, Adsmurai strengthens its position as a strategic partner for modern, scalable, and data-centric measurement solutions.
