Magnitude Finance: conversions reaching Google Ads, from 13.5% to 70%
Magnitude Finance used Fidero to send HubSpot lifecycle stages to the ad platforms, and the share of HubSpot conversions reaching Google Ads went from 13.5% before implementation to 70% in the first full month live.
in the share of HubSpot conversions reaching Google Ads, from 13.5% to 70% once live
HubSpot lifecycle stages, from MQL to Customer, sent to the ad platforms as conversions
of implementation, with Magnitude's own engineers doing the deployment
At a glance
Magnitude Finance offers car and leisure finance in the UK. It's a trading style of DSG Financial Services Ltd, which is authorised and regulated by the FCA.
Visitors use the finance calculator and dashboard, verify a phone number and become contacts. Deals move through lifecycle stages in HubSpot and close there, not on the website. The Fidero SDK on the website and a HubSpot webhook send to Fidero, and Fidero delivers to Google Ads, Meta and GA4.
Sources
Fidero
Tools
Traffic that wasn’t direct
Magnitude’s campaigns ran on Google and Meta, and its deals closed in HubSpot. As Head of Digital Marketing, Edward Legge could see that “virtually all the traffic we were getting was showing as direct in HubSpot when it wasn’t.”
You know the campaigns are bringing people in, the CRM says they turned up on their own, and you can’t show otherwise.
What the audit found
We started with an audit of Magnitude’s tracking, which found gaps in what the ad platforms received. Google Ads had no enhanced conversions, no External ID was being sent and Meta’s event match quality needed work.
A stage change in HubSpot means little to Google without the ad click behind it. HubSpot still gave the traffic a source, so the report looked complete. It just said direct.
Starting with a proof of concept
Magnitude weren’t quite ready for a full tracking overhaul, so they started with a proof of concept to see what Fidero could do. Their engineers set up the HubSpot webhook and connected their website to Fidero.
Fidero records the ad click a visitor arrives on and holds it on the server. When a lifecycle stage changes in HubSpot, Fidero can send the conversion to the ad platforms with that click attached. Meta gets events from both the browser and the server, and Fidero passes them in a way that they can be deduplicated.
What changed for marketing
The 419% rise came in steps. HubSpot conversions are contacts that hit certain lifecycle stages. The share of those conversions reaching Google Ads was 13.5% before implementation, 46% in the part month Fidero went live and 70% in the first full month.
I’m satisfied that Fidero is doing a good job, as the percentage of GA subscriber and account creation conversions has increased significantly since adoption.
Edward Legge
Head of Digital Marketing
Five deal stages went out as conversions, from MQL to Customer. In Edward’s words, “Being able to get the offline events in GA4 is epic.”
More conversion data reached Google.
We increased the amount of conversion data sent to Google to about 70%. That’s when Google’s algorithm really started working.
Edward Legge
Head of Digital Marketing
He said the extra data “made a massive difference to our Google campaigns” and that the work resolved the direct traffic problem in HubSpot.
Check your own numbers the same way
Magnitude's first step was an audit of their GTM, GA4, Meta and Google Ads. If your deals close in a CRM and your ad platforms only see the form fills, start there.