"We own our data and our stack": how Framery close their lead attribution gap
Manufacturer of soundproof pods and workplace solutions, Framery rocks a solid marketing data stack: BigQuery, Supermetrics, and Looker Studio, all feeding into Salesforce. Still, a majority of the leads landing in Salesforce showed no clear source at all. See how Tracklution helps eliminate the data gap.
Less than 30-minute setup
… despite expecting a long, costly build
+42% more leads attributed
over a 14-day window
48-hour turnaround
on custom feature requests
Publicly listed company, Framery is a Finnish business that designs and manufactures soundproof pods and smart office solutions. Framery pods are assembled at the company’s factory and headquarters in Tampere, Finland and production facility in Michigan, USA, and delivered to customers in over 80 countries. This scale and reach underlines Framery’s position as a world leader in its niche market.
This story was written in collaboration with Pierre-Antoine Colonna, Marketing Data Lead at Framery.
A major attribution gap as a starting point
The best tech stacks can also suffer from blind spots.
And Framery’s isn’t an exception to the rule, even though they rock a tech stack most marketing teams would envy:
- BigQuery,
- Supermetrics,
- and Looker Studio.
Yet, when Pierre-Antoine took on his Marketing Data Lead role at the company, he quickly noticed that Salesforce CRM, their one source of truth for leads and conversions, showed major gaps in the attribution department.
"
We've had gaps where we don't really know where certain leads came from, … and that's actually the majority of leads. They're just not properly attributed.
Pierre-Antoine Colonna
For Pierre-Antoine, it was evident that part of the problem came from not being able to accurately register, store and process key data related to how visitors and leads ended up finding Framery in the first place.
Exploring server-side tracking to fill the gap
Server-side tracking wasn't exactly a new idea to Pierre-Antoine.
In fact, he'd heard of it before, but he'd always pictured it as something complex and expensive enough to not be worth the trouble, and that expectation had kept him from looking into it seriously.
"
I'd already heard about it [SST] before, but I'd never done it because I thought it was too complicated. I thought, is it even worth it? It seems expensive and complicated.
Pierre-Antoine Colonna
Now, closing the gap meant giving it a chance anyway, routing tracking through a dedicated server rather than relying solely on visitors’ (unreliable) browsers.
Browser-side tracking depends on scripts and cookies running in the visitor's browser. Ad blockers, iOS restrictions, and cookie limitations can block most of that data before it reaches you, causing major attribution gaps.
At first, Pierre-Antoine considered 3 ways to get there:
- building it in-house on infrastructure Framery already ran,
- outsourcing the whole project to an agency to build and maintain,
- or investing in a hybrid setup built around a third-party tagging tool.
… and it didn't lead anywhere. None of the three options matched what Pierre-Antoine and his team were looking for.
"
We're a fairly independent team. We're the only team in the company, apart from IT and Data, that really has full ownership. We own our data and our stack, and we didn't want that to be outsourced, or to depend on other teams.
Pierre-Antoine Colonna
The extra option that almost “looked too good to be true”: Tracklution
That's when Pierre-Antoine found Tracklution, our free-trial and 16-minute setup promise.
Given how certain he'd been that implementing server-side tracking meant a long and costly project, watching it come together in minutes, for a fraction of what Framery spends on advertising, was the opposite of what he expected.
As Pierre-Antoine put it, it "doesn't cost us anything, it doesn't commit us to anything," which mattered given how skeptical he'd been of our 16-minute setup promise, especially when agencies were quoting several thousand euros for implementing competing solutions.
Two onboarding calls later, setup took less than 30 minutes, with custom GTM events carried straight across and no friction along the way.
"
There was zero friction, nothing. And it was already more or less custom, because we'd also created events unique to our setup, in GTM, and those got transposed straight into Tracklution.
Pierre-Antoine Colonna
An additional 42% leads recovered later…
If implementing Tracklution is quick, the value of server-side tracking lies in capturing and processing enough data to start reaping the benefits. So, naturally, results took slightly longer to show than the setup did.
In the first month, Pierre-Antoine spent his time carefully deciding which events should count as conversions. And it took close to two months before Tracklution could show real and valuable volumes of recovered-events.
"
That made sense, actually, that it would take a bit of time, because the sessions are stored on the server, and so when someone comes back, we're going to get the recovered-event number going up. And that's actually what happened.
Pierre-Antoine Colonna
And a few weeks after that, Tracklution's event became Google Ads' primary conversion action.
Zoomed out to Tracklution's whole recovered-events dashboard, across every source it tracks on the site, the last 14 days (at the time of publication of this story, mid-August 2026) show an additional 42% of conversion events attributed to a source that would otherwise have shown up blank.
At the end of the day, and after being able to attribute leads that otherwise would remain unknown, Pierre-Antoine says he now trusts Tracklution's attribution more than Google Analytics.
A responsive team and lightning-fast feature updates
Tracklution is fully managed server-side tracking and not dependent on GTM. As such, we can essentially develop it the way we see fit. For power users like Pierre-Antoine, it means being able to contribute to develop the next best features to ensure Tracklution covers all their needs.
For instance, when Pierre-Antoine asked us for
- a way to link recovered-event counts to specific ad platforms,
- and later for a connector to support POST requests so he could send data to Salesforce, from Tracklution and …
… both shipped within 48 hours.
"
It's happened at least twice that I asked for a feature and 48 hours later it was live, and that's really great.
Pierre-Antoine Colonna
What's next: Building a feedback loop with Salesforce
If Tracklution already helps Pierre-Antoine and his team to better understand the impact of their campaigns, it's what's coming that will truly affect Framery's bottom line.
While it’s already possible to do so, Salesforce doesn't yet get any data from Tracklution. But the plan is to change that and enrich it with Tracklution's reattributed conversion data and finally close the attribution gap in the one system Framery treats as its source of truth.
From there, that same data feeds into lead scoring, making Tracklution a central part of how Framery manages its data, and how it targets, nurtures, and markets to its audience.
"
That's really what server-side tracking is for us: part of this triangle where we have server-side tracking, Data Cloud, and lead scoring, and the three work together. That's what we're building, and tracking is genuinely part of that whole cycle.
Pierre-Antoine Colonna
Facing a similar challenge? Try it free. 16-minute setup.
If your CRM is showing leads with no clear source, Tracklution closes that gap. 16-minute setup. No GTM dependency. Real attribution you can actually trust.
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