Celebrating Wins at the 2025 Google Measurement Awards

We’re thrilled to share that Jellyfish has achieved two big wins at this year’s Google Measurement Awards!

Our collaboration with John Lewis & Partners earned first place in the Google Analytics & Data Infrastructure category, while our work with Oatly received second place in Audience Reach & Brand Measurement. These awards mark a proud partner moment and highlight the innovation, collaboration, and data-driven creativity that define how we move faster, smarter, together.

Winner 1st Place: Google Analytics & Data Infrastructure 

Manpreet Gill, Analytics Director, showcased how John Lewis & Partners transformed their Search strategy from chasing revenue to bidding for profit, turning Search into a reliably profitable acquisition engine. 

Boosting performance through Profit Bidding via Google Server-side Tagging (sGTM)

In partnership with Jellyfish, John Lewis implemented Google’s Server-side Google Tag Manager. Once deployed, Jellyfish leveraged Google’s open source solution, Soteria, which connects offline data via Google Cloud’s Firestore to enable real-time profit-based bidding.

The results of deploying this advanced profit bidding solution were striking:

• 20% average profit increase across Search
• 4% improvement in target ROAS
• 22% rise in observed conversions after deploying Consent Mode
• 6.5% uplift in measured conversions through Enhanced Conversions.

This award recognizes the smarter measurement foundation implemented by Jellyfish and the collaborative success with John Lewis and Google in overcoming key challenges. John Lewis reported that the programme “exceeded expectations on commercial returns and enhanced feed stability,” with insights now applied beyond Search.

2nd Place: Audience Reach & Brand Measurement

Tong Yi Chan, Data Science Director, shared the client success story of Oatly's Custard by Giggs campaign, demonstrating how it navigated a fragmented AV media landscape to turn a single creative moment into measurable commercial and cultural impact.

The campaign's objective was to drive brand and product awareness through a blended AV campaign across YouTube, Spotify, VEVO, Instagram and TikTok. By connecting dessert culture, Giggs' fanbase, and Oatly’s playful tone, we tackled a real problem while keeping the campaign engaging, accessible, and authentic.

The success of the campaign was measured by three pillars:

• Share of Search: Used as a disruption indicator within the category, and proxy for market share (measured via Google Trends)
• Brand Lift: Used to gauge whether media shifts awareness, consideration or search intent (measured via in-platform lift studies like YouTube brand lift)
• Moneyball Reach: Used as a barometer for amplification (measured via social listening for shares and mentions on publications/social platforms)

The campaign was a massive success, exceeding paid reach forecasts by 77%.

Huge congratulations to Manpreet Gill, Analytics Director and Tong Yi Chan, Data Science Director for delivering fantastic presentations and to the wider Jellyfish teams.