How The Cascades Neopolis achieved 89% growth in qualified leads from Meta and 61% from Google with EasyInsights
EasyInsights connected CRM lead stages with Meta and Google Ads, giving both platforms visibility into which enquiries progressed into qualified leads.
89%
Growth in qualified leads from Meta
61%
Growth in qualified leads from Google
Technology Used
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Meta Conversions API
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Google Ads conversion tracking
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First-party data activation
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Full-funnel attribution
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User journey tracking
Meet the Brand
The Cascades Neopolis
The Cascades Neopolis generates property enquiries through Meta and Google Ads. However, the value of an enquiry is determined only after the sales team evaluates its intent and moves it through the qualification process.
Because leads move through several qualification stages before progressing toward a site visit or booking, the marketing team needed more than top-of-funnel lead counts. It needed a reliable way to connect every enquiry with its campaign source and understand how it progressed through the sales funnel.
The Challenge
Campaigns were generating leads, but the complete journey was fragmented across systems.
Campaign, CRM and call-tracking data was distributed across Meta, Google Ads, Mcube and Kneyt. This made it difficult to consistently connect an enquiry with the campaign that generated it and follow its movement through stages such as new lead, follow-up, unqualified, RNR and MQL.
The Solution
Connecting campaign interactions with downstream lead outcomes.
EasyInsights established a structured conversion and attribution framework across Meta, Google Ads and the lead-management systems used by The Cascades Neopolis.
Instead of recording every enquiry as the same generic conversion, the implementation captured multiple funnel stages. This gave the marketing team a more detailed view of lead progression and provided ad platforms with signals that better represented what happened after an enquiry was generated.
The implementation focused on three areas:
- Activating CRM conversion events through Meta CAPI.
- Strengthening Google Ads attribution through conversion tracking and GCLID capture.
- Consolidating lead-source and user-journey data through the Klarity attribution layer.
The Implementation
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1
Meta CAPI was connected with CRM qualification stagesEasyInsights implemented Meta CAPI to send CRM funnel events to Meta server-side:
- New Lead
- Follow-up
- Unqualified
- RNR
- Marketing Qualified Lead
These events were sent to Meta through the Conversions API, allowing campaigns to receive information from deeper stages of the lead funnel instead of relying only on the initial form submission.
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2
Google Ads tracking was strengthened with click-level attributionEasyInsights configured multiple Google Ads conversion actions around the same CRM funnel stages and enabled GCLID capture.
GCLID connects a conversion with the specific Google Ads click that generated it. This gives Google better attribution data and provides the campaign algorithm with more reliable conversion signals for bid optimisation.
Every tracked Google Ads conversion action received an “Excellent” match-quality status, indicating that the platform was receiving high-quality conversion data.
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3
The complete user journey was validated at the individual-lead levelEasyInsights traced an individual Meta-generated lead from the campaign interaction to its CRM-visible record.
The test confirmed that key attribution fields - including source, medium, campaign, term and landing page - were correctly preserved throughout the journey.
This validation established that the tracking infrastructure was not only reporting aggregate campaign numbers but was also functioning correctly at the individual-enquiry level.
