SaaS Case Study: Optimising Tracking and Scaling Lead Generation

Industry: SaaS – Publishing Technology
Challenge: The client was running paid campaigns but lacked accurate tracking for subscription activations, making it impossible to measure and optimise performance.

Strategy & Solution

Fixing the Tracking Issue

Upon onboarding, I conducted a full audit of the client’s Google Analytics 4 (GA4) and Google Tag Manager (GTM) setup and found that subscription activations weren’t being tracked at all.

• Implemented a new tracking system using GA4 and GTM to accurately measure subscription activations.

• Used custom event triggers based on page URL and referrer logic to ensure reliable data collection.

• Aligned Google Ads and Meta Ads conversion tracking with the new setup, enabling all platforms to optimise for the right goal.

• Tested and validated the setup in preview mode before going live, ensuring the client had actionable data within one week.

Google Ads Results

Before my involvement, the client’s Google Ads campaigns were optimising for signups rather than account activations. Starting in December, we switched the conversion goal to activated accounts, leading to:

• More relevant leads: The campaigns focused on high-intent users who completed the full onboarding process.

• Cost efficiency improvements: Despite the switch to a more meaningful conversion metric, Cost per Acquisition (CPA) remained stable while conversion rates improved.

  The results were immediate and impactful:

  • Lower Cost per Conversion (CPA):

    • Before December (tracking signups): CPA ranged from €15 to €18 per signup.

    • After switching to activations: CPA remained efficient at €13–€15 per activation—despite optimising for a more valuable conversion.

    • This demonstrated that higher-quality leads could be acquired at the same or lower cost.

  • Increased Conversion Rate:

    • December 2024 (first month after conversion switch): 1.45% conversion rate

    • February 2025: 4.20% conversion rate, almost 3x improvement

    • Google’s algorithm adapted quickly to the new goal, attracting better-fit users who were more likely to activate.

  • Better Audience Targeting & CTR Improvements:

    • Ads became more efficient at attracting engaged users who completed activation.

    • Click-through rate (CTR) steadily increased, reflecting better ad relevance and targeting.

Impact & Takeaways

By resolving tracking issues and optimising Google Ads towards meaningful conversions, we provided the client with reliable performance data, enabling them to scale with confidence.

Now, they can:
✅ Accurately measure ROI and invest in what works.
✅ Generate more high-intent leads while reducing wasted ad spend.
✅ Make data-driven decisions to improve customer acquisition.

The key lesson? Effective tracking isn’t just about measuring results—it directly impacts campaign performance. Without clear data, even well-structured campaigns can struggle to deliver real business growth.

Looking to scale your e-commerce business and attract new customers with a targeted Google Ads strategy? Let’s connect to discuss how I can help you achieve your goals.