How Oncrawl secures its SaaS performance management with Fincome

The world of technical SEO is evolving at lightning speed. With the multiplication of data sources, the complexity of web architectures, and the growing demands of marketing departments, SaaS platforms like Oncrawl must combine technical excellence with economic discipline.

Since its creation, the French company has established itself as a global reference in SEO data. But as its business expanded internationally, one need became clear: securing its financial and operational data to accelerate decision-making.

Like many SaaS scale-ups, Oncrawl had to structure its financial data as the complexity of its model grew. Without a shared framework, data was becoming an obstacle to performance.

We spoke with Hakim Delsalle, Director of Customer Service at Oncrawl, to understand how the company structured its performance management with Fincome and strengthened alignment between the Finance, Sales, and Customer Success teams.

From SEO data to business data

At Oncrawl, data is at the heart of everything: data from search engines, websites, and now, from the company itself.

For the past five years, Hakim Delsalle, Director of Customer Success, has led a team split between France and Canada. His mission: to ensure customer satisfaction and guarantee that every user extracts real value from the platform. With his support, CSM, and SEO expert teams, he bridges the gap between technical data and business data.

A platform at the core of digital performance

Oncrawl is, above all, a SaaS platform dedicated to technical SEO, used by marketing and data teams around the world. It collects and analyzes millions of data points from multiple sources: server logs, website crawls, Google Search Console, Google Analytics, Majestic, and more.

The goal: to give SEO and marketing teams a clear, actionable view to optimize their websites’ organic visibility.

“We support our clients through training, strategic analysis, and measurable results. Our main mission is to make sure they gain real value from our tool and are satisfied with the data they receive,” explains Hakim Delsalle.

Today, the company works with leading players such as L’Oréal, France Télévisions, Spotify, Bosch, and Publicis Groupe. With offices in France and Canada, Oncrawl primarily serves large enterprises, web agencies, media companies, and e-commerce players, often with complex structures and massive data volumes.

A SaaS model built on recurring revenue

Oncrawl operates on a recurring subscription model (MRR), mainly annual, with a loyal international customer base. The customer portfolio has grown significantly over the years without disrupting the economic model, but with increasing complexity in tracking performance indicators.

Over time, Oncrawl refined its monitoring of margins, credit notes, and billing frequencies. This increasing sophistication revealed a key need: to secure financial data in order to maintain a clear understanding of MRR.

The model evolved in detail: finer margin management, more accurate tracking of credits, and adapted billing frequencies. All of this required rigorous management and perfectly consistent data, Hakim explains.

When data becomes a brake on performance

As the company grew, the volume of information to process exploded. But without a strong framework, data can quickly become a burden. For Oncrawl, the question was no longer how to collect more data, but how to read it coherently and share it effectively.

Indicators difficult to standardize

Before Fincome, Oncrawl used several tools in its analytics stack, combined with exports from Excel. While these solutions provided a global overview, they showed their limits when it came to getting a reliable, shared view across departments.

Hakim explains that the main challenge lay in data consistency. Each tool had its own definitions: what counts as churn? A reactivation? An expansion?

The result: discrepancies in interpretation, long manual calculations, and significant time wasted for the finance and operations teams.

Slower decision-making velocity

This fragmentation directly affected decision-making. Teams were spending more time rebuilding data than using it.

“We were spending more time trying to build the puzzle than actually seeing the full picture and understanding where we stood,” says Hakim.

Beyond the time lost, this lack of clarity slowed strategic decisions — sales adjustments, pricing strategies, customer renewals. For a data-driven company like Oncrawl, the situation was paradoxical: a technology expert in SEO data, yet slowed down by its own financial data.

Structuring data to accelerate decisions

Implementing a new management system is never trivial. At Oncrawl, the transition was gradual, based on testing, learning, and collective adoption.

A smooth and collective transition

In January 2025, Fincome’s team offered Oncrawl a trial on a dedicated Fincome environment, running in parallel with its previous system. After just one month, the decision was obvious: out of more than 600 clients, only one line required manual correction, with a level of analytical depth never reached before.

This immediate and unprecedented reliability confirmed the teams’ decision to switch fully to Fincome.

Deployment was collaborative and swift. The CTO, CFO, Marketing Director, CEO, and Hakim Delsalle were all involved from the testing phase. This collective approach eased team adoption and enabled quick mastery of the tool.

“Among our 600 clients, maybe one line needed manual adjustment. Everything else came in clean,” notes Hakim.

Today, Fincome is used daily by management and finance teams, and monthly by other departments. This smooth adoption illustrates a broader cultural change: data has become a common language across the company.

Dashboards tailored to every role

Among the most popular features: custom reports.

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Each manager now has a view adapted to their goals: the CFO tracks revenue distribution and profitability by segment, the Customer Service team analyzes retention and upsell opportunities, and the executive team monitors consolidated growth at a glance.

This personalization has changed how analyses and performance indicators circulate internally:

“I’d say another game changer has been how we can now use performance indicators as a single source of truth — reliable data shared across operations. We’ve set up meeting routines to address specific topics with a focus on action plans rather than data discussions,” says Hakim.

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Reliable data serving strategy

Once the foundations were set, Oncrawl moved on to more strategic use of its data.

From transparency to action

Thanks to Fincome, financial indicators are now reliable, consolidated, and shared in real time.

The time savings are immediate, but the greatest impact lies elsewhere: in the quality of decision-making.

Hakim explains that the CFO now shares performance reports with the US parent company without any manual reprocessing. Meanwhile, the Customer Service Director can focus on operational insights rather than data production.

The company now tracks key indicators with precision:

• NRR (Net Revenue Retention) and GRR (Gross Revenue Retention) to measure growth and retention.
• Cohort analyses to identify at-risk or high-potential client segments.
• Cross-analyses by industry and location to detect appetite or performance patterns.

These analyses reveal new opportunities. For example, Oncrawl has begun identifying more receptive customer segments, particularly among e-commerce and media clients, enabling better prioritization of acquisition efforts.

Better use of data in operations

The impact of Fincome extends beyond finance. Consolidated revenue and KPI data now serve as the foundation for cross-functional projects, such as redesigning the CSM commission model.

Hakim explains: “I’m working on implementing a new commission model for CSMs. Thanks to Fincome, I was able to retrieve my team’s performance data since 2019, build projections through 2026, and create different compensation models.”

The goal: evaluate budgetary impacts and expected performance for each scenario.

“Each compensation model allowed me to simulate outcomes and see what bonuses would result depending on performance. It helped me validate the most relevant and attractive model for CSMs.”

These scenarios, backed by real, reliable data, strengthen the alignment between performance goals and allocated budgets.

Toward a shared management culture

Oncrawl now has about thirty Fincome users. The platform has become a shared reference point for everything related to revenue and customer performance.

Weekly team meetings are organized around the dashboards: CSMs analyze upcoming renewals, Account Managers plan commercial priorities, management adjusts revenue forecasts accordingly.

Each month, Oncrawl’s teams move from analysis to action, jointly identifying clients to renew and levers to activate.

After less than a year of use, Oncrawl has already gained in reliability, alignment, and execution speed. The company now aims to deepen acquisition cost tracking as Fincome continues to expand its capabilities.

Fincome is establishing itself as the cornerstone of Oncrawl’s analytics stack, a foundation for new performance and forecasting models.

Conclusion

With Fincome, Oncrawl has transformed its management approach: fewer manual adjustments, more clarity, and greater operational impact. Revenue segmentation and consolidated KPIs are now centralized and reliable, powering daily decisions and reinforcing collaboration between Finance, Marketing, and Customer Success teams.

Structuring data has become a strategic lever at the core of company performance. By laying the foundation for clear, shared management, Oncrawl has built a solid base to sustain growth, enhance decision-making, and make data a true driver of collective efficiency.

💡 In the long term, Oncrawl aims to deepen acquisition cost tracking to consolidate Fincome as its single growth management platform, and to develop predictive analyses, including through AI.