10% to 85% leads tracked with server-side tracking and Meta Conversions API | MCB

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.

• Broken journeys: the browser-side tracking couldn't maintain data persistence across different domains and iframes.

• Data loss: the brand was only successfully tracking 10% to 15% of their leads.

• Ineffective optimization: without accurate conversion data feeding back into Google and Meta, their ad algorithms lacked the necessary data to optimize campaigns.

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:

• Server-side container: a dedicated server Google Tag Manager container was hosted on Stape for event processing and forwarding.
• Meta Conversions API: lead events were sent server-to-server to Meta which improved event delivery compared to browser-only sending.

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. 

• Lead tracking improved from about 10–15% to 80–85%.  
• UTM parameters and click IDs like gclid were preserved from first click through to Salesforce, even when users pass through third-party tools. If you use Salesforce to track leads, the Salesforce data connector by Stape can complete the picture further by sending lead status updates back to your ad platforms as conversion events.
• Google and Meta could receive conversion data again, so their algorithms finally had the feedback needed to optimize campaigns. 

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.

• No complex coding: Stape provides a pre-built system that handles the difficult technical connections for their clients.
• Data privacy and control: the proxy setup gives you full control over the data and you can remove private customer details (PII) before sending them to ad platforms. 
• Better ad performance: the server-side integrations for Meta and Google Ads give the ad algorithms high-quality data. This improves campaign results and reduces costs.