How First-Party Data and Google One Tap Drive Revenue and Engagement

The Challenge

The publisher operates metric-conversions.org which is a high-utility reference site designed to simplify complex conversions across currencies, weights, temperatures, and more. Despite a strong commitment to educational value and improving user experience, the site was experiencing a notable decline in both traffic and EPMV (earnings per thousand visits). The team aimed to boost user engagement with personalized features such as forums and tailored conversion history but faced significant internal limitations in technical resources and bandwidth to develop these enhancements effectively.

Further complicating matters, navigating evolving data privacy regulations, consent legislation, ad format trends, and other industry shifts made managing monetization and site performance increasingly complex. Without dedicated teams to handle ad operations, site analytics, and compliance, the publisher sought a strategic partner capable of both operational support and forward-looking guidance. They chose to partner with Ezoic for our hands-on approach, innovative tools, and expertise in first-party data technology. Ezoic’s ezID solution, combined with dedicated account and technical management, offered a clear, manageable path to address these challenges and unlock new growth opportunities.

The Approach

Ezoic designed and implemented a comprehensive system enabling the publisher to collect, activate, and leverage more first-party data, unlocking deeper personalization and stronger user engagement. At the core was the seamless integration of Google’s One Tap Single Sign-On widget and its OAuth2 API with Ezoic’s proprietary identity platform, ezID. This integration empowered on-page sign-in functionality that allowed the publisher to roll out personalized features while connecting deterministic identity signals to bid requests for logged-in users automatically — all without burdening the publisher with complex technical requirements.

To maximize monetization, Ezoic utilized Google Ad Manager (GAM) and Google Open Bidding (OB) to ensure the enriched identity signals were effectively transmitted to supply-side platform (SSP) partners. This elevated bidder interest and fostered more competitive bids by sending stronger user data signals, increasing the value of impressions.

After establishing the initial ezID and Google One Tap integration, Ezoic took over placement and management of the One Tap widget on the site. This turnkey setup required minimal effort from the publisher — only completing a simple activation form in the Google Cloud Console — allowing the entire process to be handled by Ezoic. This approach conserved the publisher’s limited technical resources while accelerating the rollout of monetization and engagement improvements.

Throughout the engagement, Ezoic’s account management and technical teams provided ongoing support and education, helping the publisher understand and optimize how their data and site performance translated into revenue growth. This support proved invaluable in navigating complex Google policies and ensuring compliance with consent frameworks.

The Results

From June 20 to August 4, 2025, the integration of ezID with Google One Tap delivered measurable and substantial uplifts in revenue and user engagement. For users identified through ezID, CPMs increased from $1.50 to $2.02, representing a 34.6% uplift. More impressively, EPMV nearly doubled, rising 88.8% from $5.29 to $9.99. This was driven by increased bidder interest and more precise user data, which also enabled a 7% reduction in the average number of ads served per page for identified users, improving user experience while maintaining nearly double the revenue per session compared to unidentified traffic.

Comparing the post-implementation period (June 20 – August 7) to the previous timeframe (May 2 – June 19), the segment of traffic using identity signals experienced extraordinary growth: pageviews rose 158%, EPMV improved 38%, average engaged time per visit grew 64.5%, and total revenue surged 297%. While these results represent a subset of the publisher’s overall traffic, they highlight the transformative impact of activating first-party identity signals within the monetization stack.

These gains directly addressed the publisher’s initial challenge of declining traffic and revenue. By combining Google products, including One Tap, OAuth2 API, Google Ad Manager, and Open Bidding, with Ezoic’s ezID technology and expert support, the publisher gained a scalable, compliant, and highly effective solution. This partnership opened new avenues for growth, better user experiences, and advanced their monetization strategies.

We've been really impressed with the ease of implementing ezID, and its effect on EPMV. ezID is a great example of the kind of tools that Ezoic provides that help keep metric-conversions.org running.

Key Learnings

• First-party data is essential: Collecting and activating deterministic identity signals significantly improves ad revenue and user engagement, especially in an evolving privacy landscape.
• Seamless integrations drive adoption: Leveraging Google One Tap and OAuth2 API alongside Ezoic’s ezID made sign-in and data activation simple and efficient, minimizing technical overhead for the publisher.
• Strong partnerships unlock value: Combining Google Ad Manager, Open Bidding, and Ezoic’s platform ensures identity signals translate into higher bid rates and CPMs across SSPs.
• User experience and monetization can align: Serving fewer ads per page while increasing revenue demonstrates that better data enables a more balanced and engaging site experience.
• Ongoing support is critical: Dedicated account management and technical guidance help publishers navigate consent legislation, optimize ad ops, and adapt to industry trends.

These learnings highlight how publishers can improve overall ad monetization by embracing first-party data and collaborating with trusted technology partners.