Making Every Euro Count: Aava & Bang’s Move to Standardized Tracking
Server-side tracking is no longer just a technical upgrade. For B2B agencies, it’s a core part of how they deliver results. Aava & Bang standardized conversion tracking for clients with Tracklution. The result: +30% in tracked conversions, faster campaign optimization, and a measurable impact on every advertising euro.
Aava & Bang is a B2B marketing agency that drives growth for their international customer base with extensive digital expertise. Digital Strategist and Tracklution product owner Sampo Soininen shared how and why the agency decided to embed Tracklution’s server-side tracking tool into their standard offering.
Conversion attribution has changed for good
In B2B, one lost conversion can mean thousands in missed revenue.
The past few years have brought a radical shift in data privacy regulations and browser restrictions. Aava & Bang has witnessed the change in the marketing measurement landscape firsthand.
The changes haven’t only affected how campaigns are measured; they have made reliable attribution almost impossible.
Why B2B advertising calls for better tracking
- Long buying cycles and dark funnel behaviors mean traditional tracking windows only tell a small part of the story
- Low B2B lead volumes amplify the impact, as the few available high-value conversions are easy to miss
- Platform-reported data (especially from Meta and LinkedIn) is far from actual results.
"The way success is measured has changed for good with GDPR and tightening regulations. How can we prove that we’re doing the right things? In B2B, long purchasing paths and the dark funnel mean we don't see an attribution window within 30 days.”
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Losing data means we’re wasting money. Capturing even just one additional conversion can be critical, if it allows us to move beyond the learning phase of a campaign.
Sampo Soininen, Digital Strategist @ Aava & Bang
Plug-and-play server-side tracking to the rescue
By late 2024, Aava & Bang had seen enough signal loss to justify a strategic shift.
With Sampo’s lead, the team began rolling out server-side tracking with Tracklution. Sampo describes their thinking behind the decision:
“Losing data means we’re wasting money. Capturing even just one additional conversion can be critical, if it allows us to move beyond the learning phase of a campaign.”
Normally, Aava & Bang adapts to clients’ preferred solutions, but in the case of tracking, most don’t have tools or infrastructure of their own.
Tracklution fills the gap with minimal lift for the team and practically nothing required from the client:
- Average setup takes just minutes (aside from DNS verification or related IT tickets)
- Runs in the background, often invisible to the end client
- Serves as a quality guarantee ensuring conversion data is properly captured and routed
“Tracklution is a complete package, which makes it easy to productize and sell. Building our own server and establishing connections would have been incredibly complex and expensive, not to mention the development and support aspects.”
The setup proved so effective that Tracklution now comes as standard in Aava & Bang’s service agreements.
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We made Tracklution a standard part of our service agreement and technology stack for clients. It’s like a quality guarantee for conversion data. And setting it up doesn’t take more than a few minutes.
Sampo Soininen, Digital Strategist @ Aava & Bang
+30% conversions tracked is huge in value
Server-side tracking has had a profound impact on campaign reporting and performance. Sampo describes the added value since integrating Tracklution:
“We typically see a 30% increase in conversion numbers. Let’s say a client captures 30 leads per month: an extra 9 leads make a big difference, as lead value can be thousands of euros. When we catch more conversions, conversion rates lift. It’s quite simply the best way to save your advertising money."
And it’s not just about capturing as many conversions as possible. Tracklution gives platforms like Meta and Google better feedback loops. The impact is massive for an agency managing hundreds of campaigns, as Sampo explains:
“Usually, the data that reaches advertising platforms is far from reality. But those platforms live on conversion data. Tracklution gives a map to the platform: here are the right people who need to be reached. It feeds the algorithm so campaigns can perform better from the start."
Algorithms dictate targeting and data accuracy is more critical than ever. In this landscape, better tracking means better optimization and a faster path out of the campaign learning phase.
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Tracklution gives a map to the [advertising] platform: here are the right people who need to be reached. It feeds the algorithm so campaigns can perform better from the start.
Sampo Soininen, Digital Strategist @ Aava & Bang
Why it works: simplicity, speed and confidence
Aava & Bang didn't want to reinvent the wheel. They needed a solution that was proven, scalable, and easy to roll out across client accounts.
Tracklution fit perfectly into their fail-fast model for evaluating technology:
- Pilot quickly, scale what works
- Minimize operational overhead
- Provide measurable value to clients
Sampo has been impressed by how seamlessly they're able to use Tracklution with customers:
“The change is quite invisible. Tracklution slips into use and the client may not even notice. Sometimes we run and show both the old method and Tracklution tracking in parallel to illustrate the difference it makes.”
Server-side tracking the way forward for B2B agencies
For Aava & Bang, standardized server-side tracking isn’t just about fixing attribution. It’s about making sure every client budget delivers maximum impact.
The agency plans to migrate over 50% of its client base to Tracklution by the end of the year and keep expanding after that.
“Advertising keeps moving towards AI, which leaves less room for defining target audiences. We really are dependent on the data. Having a solution like Tracklution in place gives confidence in our data and saves energy for the marketing part of the work.”
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Advertising keeps moving towards AI, which leaves less room for defining target audiences. We really are dependent on the data. Having a solution like Tracklution in place gives confidence in our data and saves energy for the marketing part of the work.
Sampo Soininen, Digital Strategist @ Aava & Bang
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