Funnel mapping
Every step from application to funding, and the system that records it.
/INDUSTRIES / FINANCE / INSIGHTS
Financial Services Marketing Insights
Practical notes on measuring marketing for financial companies, where the customer that matters is the approved and funded one, and personal data needs extra care.
Financial decisions demand trust. Visibility alone isn't enough: content, compliance, and conversion design must work together.
/01
THE SITUATION
Financial products have long funnels with strict checks: an application started, submitted, verified, approved, funded or issued. Each step happens in a different system, and many applicants drop out or are rejected. Marketing tools usually see only the first step.
/02
WHY IT MATTERS
Optimizing on applications started rewards channels that bring people who will never qualify. Sending too much applicant data to ad platforms, on the other hand, creates privacy and regulatory risk. Measurement must reach the funded customer without exposing personal data.
/03
HOW WE APPROACH IT
We map each funnel step and where it is recorded, keep the marketing source through the process, and send approval or funding outcomes back to the ad platforms as anonymized or hashed conversions. Reports show cost per approved and per funded customer by channel.
/NOTES FROM THE WORK
What financial marketing teams often find in their data.
- Campaigns optimized on applications started, with no view of approvals
- Personal or financial details passed to analytics in page URLs or events
- Partner and comparison site leads reported in a separate system
- No way to compare the quality of customers from different channels
/WHAT THE WORK COVERS
Privacy review
Checks that no personal or financial data reaches marketing tools.
Outcome import
Approved and funded customers sent back to ad platforms safely.
Tracking setup
GA4, Google Tag Manager, consent mode, and server-side tagging where the ad spend justifies it.
Dashboards
Looker Studio reports built around the decisions you make each month, not around every available metric.
/WHAT WE MEASURE
- /01
Cost per funded customer
The number that compares channels fairly.
- /02
Approval rate by source
Which channels bring applicants who qualify.
- /03
Drop-off by step
Where applicants leave the process.
- /04
Customer value
Early value or product mix by channel.
/HOW LONG IT TAKES
/01
Tracking audit
We list every tag, event and conversion, and check each one against what really happened on the site.
/02
Rebuild and validate
Broken or missing tracking is rebuilt and tested against orders, calls or CRM records.
/03
Reporting and review
A monthly review of the numbers that matter, with the decisions they support written down.
/FAQ
Through conversion imports that use click identifiers or hashed data, without amounts or personal details beyond what the platform requires.
Yes, if partner leads carry an identifier through the funnel. Then all sources are judged on the same outcome.
Yes, and we recommend it. We document what each tag collects so compliance can review it.
Access to analytics and the platform, one person who can approve changes, and an honest picture of what has been tried. Two hours in week one, then a weekly checkpoint.
Not always. It pays off when ad spend is significant or when browser tracking loses a large share of conversions. The tracking audit tells you which case you are in.
FIND OUT WHAT YOUR FINANCE DATA IS MISSING
We start by mapping your application funnel and showing you which steps your marketing data can see.
REQUEST A TRACKING AUDIT
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