CASE STUDY · ENTERPRISE FRAUD PREVENTION

When Your Entire Market Is 130 Companies , You Can't Afford to Guess

How Somebody Digital turned Appriss Retail’s finite, high-value account universe into a high-precision pipeline machine, more than doubling lead quality and engaging half the market in six months.

6.8x ROAS 130-account TAM 100% Enterprise retail 6-month campaign

0 %

Lead-to-MQL conversion rate

Up from 34.44%

0 %

Rejected-lead rate

Down from 31.44%

0 %

Of the total market engaged

In six months

0 x

Return on total investment

Across the campaign

THE SITUATION

A product that worked. A marketing operation running blind.

iubenda is trusted by over 150,000 businesses across 100+ countries. Their privacy policy generator, cookie consent manager, and terms of service tools have become the quiet infrastructure behind some of the web’s most recognized brands.
The product worked, and the growth was real. But by the time they engaged Somebody Digital, the tracking architecture, untouched since the company’s founding in 2011, had quietly collapsed under the weight of product and platform changes.
Every campaign decision, every budget allocation, and every channel comparison was being made against data that was structurally incorrect. A/B tests were running, but none of it could fix a problem that lived upstream of the analytics.

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.

Untapped Authority

0 + → 0

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.

The team is structured around outcomes, not org charts. Every client gets a cross-functional pod of specialists working from one strategy.

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

For the first time, I can open our analytics and trust what I'm looking at. Somebody Digital didn't just improve the numbers. They made the numbers real, and every decision we've made since has been built on a foundation we can finally stand on.

Andrea Orivati

Chief Marketing Officer, iubenda

WHAT WE DO

Not a traffic problem. Not a product problem. A clarity 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.