FE fundinfo: Pipeline Attribution for Wealth Management

The Client

FE Fundinfo serves wealth and asset management teams with financial data and software. We worked with the Wealth Management team on their flagship FE Analytics and CashCalc products. These tools are integral for financial advisors to deliver the best service to their clients.

The Brief

Platform conversion counts were not good enough. Inherited multi-platform tracking was effectively blind. The site stack meant CSP and template fixes still go through the dev agency. Two CRMs, HubSpot and Salesforce, were not a clean bi-directional map.

They needed paid demand that could be defended in Salesforce, and a way to see what users actually did before a form or demo request.

The Approach

We treated measurement as the product, not a report add-on. Fix the instrument first. Then buy high-intent attention. Then inspect the journey when something looks off.

That meant refusing to treat Google or Bing conversion columns as pipeline truth, and refusing to invent ROAS theatre while the wiring was still wrong.

Technical Implementation

• Paid media: Google, Microsoft Ads, LinkedIn and ChatGPT for Wealth Management demand.
• Attribution path: GTM remediation, CSP updates, Cookiebot-aware attribution cookies, UTM and GCLID hygiene into HubSpot.
• FFI Journey Analyser: a custom Pacing product. GA4 sessions stitched into a readable path so marketing can see actual behaviour, not vanity metrics.
• Truth layer: Salesforce pipeline remains the scoreboard. Platform dashboards are inputs.

Results and Impact

• Measurement gaps that made Microsoft Ads look dead (historically a handful of conversions against thousands of clicks) were treated as a P0 instrument problem, not a creative problem.
• The journey analyser is live and allows the client to view all touchpoints through a users journey.
• We were able to reconcile 3x more leads to paid post analysis
• CPL is down 18%

Why It Worked

• We fixed the instrument before scaling stories. Broken ad platform conversions are not a media problem.
• We built the missing product. Shelf analytics could not answer who showed up across sessions, so we built a journey analyser.
• We kept the commercial scoreboard honest. Salesforce pipeline quality beats platform ROAS when the two disagree.