From data challenges to 85% lead tracking with server-side tracking

Finobo, which provides independent financial advice to private clients across the country, needed a solution to track and analyze their lead sources more accurately. As a result, a tracking solution was implemented, enabling Finobo to monitor UTM parameters throughout the entire customer journey. This has allowed Finobo to optimize their marketing efforts, particularly on the Meta platform, where the majority of their leads originate.

Financial advice driven by effective tracking

With an average annual savings of DKK 45,000 for their clients, Finobo is dedicated to finding the best financial solutions by focusing on individual customer needs and engaging in dialogue with banks to ensure the most advantageous advice.

To support this value-driven advisory approach and optimize their marketing efforts, Finobo has implemented an advanced tracking solution. This solution retains critical campaign data—even when leads come from third-party tools like Greminders, Leaddoubler, and Elementor.

With the new setup, Finobo gains a continuous data foundation that provides greater insights into their campaign performance while enhancing the ability to create targeted and cost-effective marketing that reaches the right customers.

Precise campaign tracking strengthens marketing efforts

The collaboration with Finobo required several technical tools, including:

Advanced server-side tracking and data integration

Finobo has implemented an advanced server-side tracking solution via Stape, operating behind a Cloudflare proxy. The setup involved specific guidance on DNS configurations to ensure seamless data integration and optimal performance.

As a result, Finobo can now capture more first-party data across longer customer journeys, enabling more precise campaign tracking and better results on Google Ads and Meta through server-side conversions (CAPI).

Integration with third-party tools and Salesforce

Using Zapier, an integration has been established between Finobo’s various third-party tools and Salesforce CRM, allowing vital campaign data from Greminders, Leaddoubler, and Elementor to be directly transferred. This includes UTM and gclid tracking, which are preserved throughout the entire customer journey—from calendar bookings and lead forms to conversion.

This structure ensures that Finobo can track the effectiveness of each campaign and adjust their efforts for better results.

Optimized email setup and data protection

To further support their marketing efforts, Finobo's email setup has also been optimized. Through proper DNS configuration, better delivery speed and reliability are now ensured. Additionally, the solution is integrated with Cookie Information, guaranteeing compliance with all applicable GDPR requirements. This ensures that Finobo’s data collection is both secure and legally compliant.

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Previously, we were only able to track about 10-15% of our leads due to limited hardcoding via individual tools like Zapier. With the new server-side tracking solution, we can now track 80-85% of our leads, significantly enhancing our insights and campaign management.

MCB has helped us build a robust setup that provides a much more comprehensive understanding of our marketing efforts.

Rasmus, Finobo

RASMUS ROSENGREEN

Digital Manager at Finobo

What is server-side tracking?

Server-side tracking is an advanced method of data collection where user interaction data is sent directly to a central server that processes and stores the information. Unlike traditional client-side tracking, where data is collected and processed directly on the user’s device, server-side tracking allows for more stable and secure data collection.

This method is particularly effective because it bypasses ad blockers and the restrictions modern browsers often implement to protect user privacy—restrictions that can also block traditional tracking solutions.

By moving data collection to the server level, first-party data is safeguarded and fully controlled by the company, which is crucial for maintaining data integrity and accuracy.

For companies like Finobo, server-side tracking eliminates concerns about losing data from critical interactions across campaigns and customer journeys. The method enables data collection from various marketing platforms and tools, consolidating it in one place. This provides a far more accurate and comprehensive understanding of how customers interact with the company's campaigns.

As a result, they can now track 80-85% of their leads, compared to the previous 10-15% limit caused by fragmented tracking and hardcoded solutions.

Who is Finobo?

Finobo is an independent financial advisory company specializing in helping private clients optimize their finances and achieve significant savings. The focus is on customers seeking to free up capital, improve their loan terms, or generally secure the best possible financial situation.

Founded a year and a half ago, the company has quickly established itself as a trusted advisor in financial optimization. With 26 employees covering the entire country, Finobo has already assisted over 700 clients in negotiating better terms with their current banks or finding alternative solutions.

Finobo takes a personalized approach to the market, always prioritizing the needs and interests of its clients. Their transparent approach ensures that the advisory service is free until the client sees tangible value.

Finobo's goal is to make financial advice accessible to anyone seeking an overview of their finances and the opportunity to realize savings.