Maryna Semidubarska
AuthorKey takeaways
Finobo helps private clients optimize their finances, free up capital, and secure better loan terms. However, like many businesses with complex sales funnels, the brand faced lack of visibility regarding their marketing data. By partnering with MCB and using Stape’s server-side tracking infrastructure, Finobo transformed their data visibility, recovering lost leads and enabling precise ad optimization.
Finobo operates in the competitive financial services sector. Their customer journey is complex, involving multiple touchpoints where a user might click an ad, visit a landing page, use a calculator tool, and eventually book a meeting. Accurately tracking a user from that very first ad click all the way to a signed contract in Salesforce is essential for calculating ROI and scaling their marketing efforts.
Finobo’s tech stack involved several third-party tools, including Greminders, Leaddoubler, and Elementor. As users moved between these tools, critical tracking identifiers (like UTMs and gclid) were frequently lost.
To solve this, MCB implemented a server-side tracking setup hosted on Stape. The goal was to take full control of the data flow and ensure persistence regardless of browser restrictions or third-party tool limitations.
Key components included:
Before the change, only a small share of leads could be tracked end to end. After moving to the new setup, the brand reported tracking 80–85% of leads, which gave them much clearer insight for campaign management.
| "Previously, we were only able to track about 10-15% of our leads, which made it difficult to attribute value to our marketing efforts. With the new server-side tracking solution, we can now track 80-85% of our leads, significantly enhancing our insights and campaign management." |
| Rasmus Rosengreen, Digital Manager at Finobo |
Before the change, Finobo’s marketing team was able to track only part of the lead journey, so campaign results were incomplete. A server-side solution by Stape was set up to connect marketing spend to real business revenue. Budget decisions were based on more complete lead data, and growth planning was based on clearer reporting.
The setup routed browser events through a server Google Tag Manager container on a first-party domain (for example, anything.yoursite.com) and sent lead events to Facebook via Meta Conversions API. Leads tracked increased from 10% to 85%, and UTMs and click IDs were kept with the lead longer, so reporting relied on more complete lead data. As events passed through the server container, consent rules were applied before data was forwarded to ad platforms, which supported GDPR requirements.
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