Global identity and access management platform

CONFIDENTIAL CLIENT

CASE STUDY · CYBERSECURITY, IDENTITY AND ACCESS MANAGEMENT

How a Global Cybersecurity Leader Grew Pipeline by 166%

How Somebody Digital rebuilt the attribution infrastructure for a global identity and access management platform through a six-month analytics blackout, turning paid media that was disappearing into a void into a revenue engine growing pipeline across 6 regions and 12 languages.

166% pipeline growth 8.73x ROAS 6 regions 12 languages

GLOBAL FOOTPRINT · 6 REGIONS, 12 LANGUAGES

Live attribution across every market, from ANZ and UKI to Japan and DACH.

+ 0 %

Increase in attributed pipeline revenue

Year on year

0 x

Return on ad spend

More than double the benchmark

- 0 %

Reduction in cost per lead

Across the engagement

+ 0 %

ANZ conversions

With UKI conversions up 125%

THE SITUATION

Every dollar of paid media, disappearing into a void.

For most enterprise B2B marketers, a six-month analytics blackout would be cause for panic. For this client, one of the world’s leading identity and access management platforms, it was the reality they handed to Somebody Digital at the start of the engagement.

A major analytics migration had severed their attribution infrastructure entirely. With enterprise buying cycles stretching three to six months and procurement involving senior stakeholders across security, IT, and finance, the inability to connect ad spend to pipeline was strategically paralyzing. Whether the spend was working was, quite literally, untraceable.

The numbers visible before the blackout were not encouraging either. ROAS had plateaued at 3.62x, and previous platform experiments had been deprioritized after failing to demonstrate ROI. The business needed to scale global revenue under strict margin discipline. The infrastructure to do so simply did not exist.

99.4%Of monthly revenue invisible in GA4

0.6%Was all the team could actually attribute

Broken Measurement

0 %

Of monthly revenue showed as
“Unassigned.” A tracking setup untouched since 2011 meant every decision was made on data that was structurally wrong.

Attribution Lag

CRM delay

Practicing legal professionals on staff, yet zero expert citations across the entire site. A business built on legal authority was invisible to the E-E-A-T signals Google ranks on.

Fragmented Paid Media

0 channels

Competing without a shared strategy. Brand terms dominated Google Ads spend, Meta sat almost entirely in Italy, CAC was inflated and ROAS was unvalidated.

WHAT WE DID

Fix the foundation before building anything.

Make sure the tracking is working first, then build on that foundation.

GA4 · Revenue attribution

Before

0.6%

After

100%

of revenue attributable in GA4

Paid dashboard · 6-week delta

Brand CPC-73%

Signup CPA-69%

Click-through rate+35%

Search · Expert authorship

How to write a GDPR-compliant privacy policy

iubenda.com › guides › gdpr-privacy-policy

Reviewed by a licensed legal expertVerified author bio · schema markup

Brand architecture · Consolidation

consentmanager.net complianz.io iubenda.com

iubenda
.comONE DOMAIN

Foundation

Restore the measurement

The GA4 configuration was rebuilt from the ground up. For the first time in the company's history, revenue was attributable. That one change didn't move a single metric, but it made every metric that followed trustworthy.

Paid Media

Rebuild paid media with a single strategy

With attribution restored, the paid architecture was restructured. Brand campaigns were rebuilt to reduce dependency on high-CPC branded keywords, device consolidation removed wasted duplication, and a creative testing framework was introduced so what worked could be scaled, all under one unified demand generation strategy.

Authority

Turn expertise into authority

iubenda's legal team is one of its strongest competitive advantages. Somebody Digital designed a named expert authorship program, attaching real credentials, real bios, and author schema markup to content these professionals had already written. The E-E-A-T gap was an attribution problem, not a content problem, and it had a structural fix.

Consolidation

Consolidate the brand

iubenda had grown through acquisition, bringing Consentmanager.net and Complianz.io under its umbrella, but those products still lived on separate domains, fragmenting authority. A phased migration, including new Enterprise and Plugins sections, content architecture, and 301 redirect mapping, brought everything onto iubenda.com as the single authority domain.

THE RESULTS

A foundation that finally held, and growth that compounded on top.

WITHIN 6 WEEKS OF RESTRUCTURE

Paid media efficiency

Brand CPC-73%

↓ Lower is better

Signup CPA, brand campaigns-69%

↓ Lower is better

Click-through rate, brand+35%

↑ Higher is better

BY JANUARY 2026

Month-on-month ARR growth

Purchases up 30% · signup-to-purchase rate reached 14% by early February

THE RESULT THAT CAME FIRST

Revenue visibility

0.6%

Before — attributable

100%

After — attributable

For the first time, the marketing team could trust every number that followed, and build on it.

PHASE 4 — AUTHORITY

Three domains, one authority

WHAT WE DO

This was a clarity problem, not a traffic problem, or a product problem.

iubenda didn’t need more. The analytics were systematically hiding the channels that worked. The expert authority that could compound for years sat uncaptured. The acquired brands that could feed one dominant domain were quietly diluting it instead.

Measurement

Decision-making

Rebuilt attribution turned every budget call from a guess into a decision the board could trust.

Expertise

Content authority

Real legal credentials, attached to existing content, converted a hidden asset into a ranking signal.

Acquisition

A single domain

Three fragmented brands consolidated into one authority, compounding instead of competing.

The work Somebody Digital did here was about connecting what already existed: measurement to decision-making, expertise to content, acquisition to authority, and building a compounding system on top of a foundation that finally held.

LET'S TALK

Could your commercial engine work like this?

Most clients are operating against a distorted picture and don’t know it yet. The first step is mapping what yours is hiding.