How Fixing Attribution Increased Qualified Leads by 45% for a Fintech Company

Client Overview

A fast-growing fintech company offering personal loans and credit cards was investing heavily in digital marketing.

Business Challenge

But they faced critical challenges: ❌ No clear visibility into which channels drove approved leads ❌ Google & Meta were optimizing for form fills, not qualified users ❌ High CPL (Cost per Lead) but low approval rates ❌ Offline conversions (loan approvals) were not tracked back to campaigns Result: They were scaling campaigns that generated low-quality leads What We Found After a deep analytics and attribution audit: - 60% of leads came from campaigns that had poor approval rates - No integration between CRM and analytics platforms - Conversion tracking stopped at “form submit” (not actual business outcome) - Retargeting was based on all users, not high-intent users Insight: They were optimizing for volume, not value

Tools Used

MartechRise Solution

We implemented a full-funnel tracking & attribution system: ✅ 1. Connected CRM with Analytics Platforms - Integrated backend loan approval data with GA4 & ad platforms - Enabled tracking of qualified leads (approved users) ✅ 2. Implemented Offline Conversion Tracking - Sent approval events back to Google Ads & Meta - Enabled algorithms to optimize for real business outcomes ✅ 3. Built Funnel-Based Event Tracking - Application started - Documents submitted - Loan approved ✅ 4. Audience Refinement - Built high-intent audiences (e.g., completed application step 2+) - Excluded low-quality users from retargeting

Outcome

The Results (Within 75 Days): 🚀 +45% increase in qualified (approved) leads 📉 28% reduction in cost per approved lead 🎯 2X improvement in campaign efficiency 💰 Better budget allocation → scaled high-performing channels confidently

Impact