How Flatpay optimized marketing efficiency with Weld

Flatpay, a rapidly expanding payments provider, is revolutionizing payments across Europe. With rapid expansion into several markets throughout Europe, their marketing team needed a more data-driven approach to scale effectively. However, fragmented marketing data and limited visibility into actual business impact made it difficult to optimize ad spend and measure performance accurately.

By leveraging Weld, Flatpay has built an automated data pipeline that connects marketing data with real business outcomes, unlocking greater efficiency and smarter scaling.

The results: higher efficiency, lower costs, and scalable growth

Flatpay’s data-driven marketing strategy with Weld has led to tangible improvements:

• 30% reduction in cost per lead by improving targeting and optimization.
• Ability to scale campaigns effectively, leveraging better data insights.
• More strategic decision-making based on real business impact, not just ad conversions.

"One of the biggest impacts has been unlocking new ways to buy media. Before, we didn’t have the data to back up strategic decisions – now we do."

— Jacob Poulsen, Head of Marketing Expansion, Flatpay

Fragmented marketing data and limited visibility

Before implementing Weld, Flatpay struggled to connect marketing performance with actual business results. While they could track leads and conversions in-platform, they lacked visibility into how those leads translated into sales and revenue.

"Before we had a complete data setup, we just focused on conversions in native platforms. We didn’t know whether they went into sales. We didn’t know a lot about them. Everything was done on an aggregate level."
— Jacob Poulsen, Head of Marketing Expansion, Flatpay

Without customer-level insights, it was difficult to measure marketing efficiency, optimize targeting, or justify ad spend at a strategic level.

Unlocking smarter marketing with Weld

With Weld, Flatpay has completely transformed how they track, analyze, and optimize marketing performance. Instead of simply measuring leads and conversions in Facebook and Google Ads, they now have a complete view of the customer journey – from initial engagement to revenue generation.

By sending enriched lead data back to ad platforms, they can refine targeting and ensure their campaigns reach the most valuable audiences. This has fundamentally changed how Flatpay approaches marketing strategy.

"What we’ve been able to do with Weld is move beyond just sending leads. Now, we send more data on lead events, sales events, and even financial metrics back to ad platforms. That’s been a game-changer for optimization."
— Jacob Poulsen, Head of Marketing Expansion, Flatpay

They’ve also gained a deeper understanding of which ads contribute to actual revenue rather than just engagement. The team can confidently make data-backed decisions and optimize their spend by connecting marketing data to financial metrics and visualizing insights in Metabase.

"Before, our targeting was too narrow because we didn’t have enough data in the platforms. Now, with Weld, we can get much smarter about audience expansion while maintaining efficiency."

Leveraging AI-powered data modeling with Weld's Ed

Flatpay also uses Weld’s AI assistant, Ed, to make working with data more efficient for SQL assistance and data modeling.

"I don’t have a technical background, but Ed has really helped me learn SQL. It’s like a calculator – I use it for brainstorming data models, troubleshooting queries, and getting quick suggestions. It’s made working with data a lot easier."
— Jacob Poulsen, Head of Marketing Expansion, Flatpay

With Ed assisting in query building and troubleshooting, Flatpay’s team can spend less time writing SQL from scratch and more time analyzing insights that drive business growth.

What’s next for Flatpay?

As Flatpay continues its European expansion, its next focus is to perfect full-funnel reporting across all markets.

"One of our biggest goals is getting full-funnel reporting nailed 100% – from leads to bookings, to sales, to financial performance. Weld is helping us build that foundation."

With marketing now accounting for 50-60% of sales in Denmark and a growing share in new markets, Flatpay’s ability to analyze and optimize ad spend will be critical to future growth.

By continuously leveraging Weld’s automation and AI-powered tools, Flatpay is scaling smarter – ensuring they stay ahead in the highly competitive payments industry.

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