First-party attribution cookies that carry click IDs from the ad into HubSpot and Salesforce, so leads can be reconciled to paid. Plus a journey tool to see what each lead did.
Who actually showed up?
About FE fundinfo
FE fundinfo serves wealth and asset management teams with financial data and software.
- Sector
- Financial data and software
- Team
- Wealth Management
- Products
- FE Analytics and CashCalc, used by financial advisers
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What we built and what changed
3x
more leads reconciled to paid
CRM and ad platforms,
18%
lower blended cost per lead
UK Wealth reconciled lead sheet, Mar to May vs Jun to Aug 2026
Once the tracking was fixed and the spend followed Salesforce, not the ad platforms, the team could see which paid leads actually turned up in the pipeline.
What we challenged
Judging the spend on platform ROAS instead of pipeline.
Where it fitsThe four steps we work across, from the ad to the budget call. The lit ones are what this project covered.
- In this projectTheir paid campaigns, judged on the leads that reach Salesforce.
- In this projectFirst-party cookies on the site hold the ad's click ID until the visitor fills in a form.
- In this projectThe click ID travels into HubSpot and Salesforce, so each lead matches the ad behind it.
- In this projectSpend follows what Salesforce shows, not what the ad platforms claim.
How we used AI on this project
What we used it for
We used it to draft the GTM tags and triggers for the tracking fixes, through an MCP connection, which sped up the setup.
We used it to read the GA4 data, draft findings on where journeys broke, and draft the FE fundinfo Journey Analyser in Cursor under our rules.
What stayed human
A person checked every tag and trigger before it went live, decided what the findings meant, and kept Salesforce pipeline as the scoreboard.
Stack
What it runs on
The tools behind this project. Each one has its own page on how we use it and what we connect it to.
Google AdsSearch for leads, Shopping and Performance Max for online shops. Conversion goals match what the business actually counts, and real leads and sales go back to Google.PPC
Microsoft AdsMicrosoft Ads runs search ads on Bing and Microsoft's other placements. We run it next to Google Ads, with a conversion tag that counts the form fills that matter.PPC
LinkedInAds for B2B clients whose buyers are best found by job title and company. We check the list match before spending, then follow the leads into the CRM.PPC
GTMHolds every tag, in the browser and on the server, so a change goes in once and gets tested before it goes live.Tech
GA4Counts sessions and events. We check it against the raw data before we report from it.Reporting
HubSpotThe CRM we set up for clients with a sales team. Forms, email, deals and reports sit on one contact record, and every lead keeps the ad it came from.
SalesforceYou keep Salesforce. We make sure each lead keeps the ad it came from, and show which ads became pipeline.
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, which financial advisers use to serve their own clients.
The brief
Platform conversion counts weren't good enough. The inherited tracking across several platforms was effectively blind, CSP and template fixes had to go through their dev agency, and the two CRMs, HubSpot and Salesforce, didn't map cleanly in both directions.
They needed paid demand they could defend in Salesforce, and a way to see what people did before a form or demo request.
The approach
We treated measurement as part of the product, not a report bolted on at the end. Fix the tracking first, then turn on high-intent ads, then look at the journey when something seems off.
That meant not taking Google or Bing conversion columns as proof of pipeline, and not reporting ROAS while the tracking was still wrong.
What we built
- Paid media: Google, Microsoft Ads and LinkedIn for Wealth Management demand, plus a small ChatGPT ads test.
- Attribution: GTM clean-up, CSP fixes specified for their dev agency, four first-party attribution cookies approved through Cookiebot (including GCLID, MSCLKID and LinkedIn click IDs), and UTM hygiene into HubSpot and on to Salesforce.
- FE fundinfo Journey Analyser: a custom Pacing tool, built and deployed in May 2026. It pulls HubSpot and GA4 data into a readable path, so marketing can see what people did before a form or demo request.
- Salesforce as the scoreboard: platform dashboards are inputs, and pipeline is how we judge the work.
Results
- 3x more leads reconciled to paid.
- Blended cost per lead fell 18%, comparing March to May with June to August 2026.
- Microsoft Ads showed almost no platform conversions early on. We treated that as a tracking problem first, not a creative one.
- The journey analyser went live in May 2026, so the team could see every touchpoint in a lead's journey.
Why it worked
- We fixed the tracking before scaling spend. Broken ad platform conversions aren't a media problem.
- We built the missing tool. Their analytics couldn't show who showed up across sessions, so we built a journey analyser.
- We judged the work on pipeline. When Salesforce and the ad platforms disagree, Salesforce wins.
Want to see where your own numbers sit? Try the spend check.
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Next step
Bring your numbers.
We'll tell you if the spend makes sense.
- A 15-minute callYour goals, your challenges, and whether we're the right fit.
- A 1-hour discovery callWe dig into your numbers. Worth a hundred emails.
- A concrete planAds, a custom build or both, as a one-off project or ongoing.