Insights
Notes from the ward.
Practical notes on advertising consumer credit: measuring what ends in an issued loan, feeding it back to the ad platforms, and staying inside the rules while you do it.
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Cost per Issued Loan vs Cost per Lead: What to Optimise
Cheap leads and cheap applications can quietly destroy unit economics when approval and issuance rates differ sharply between campaigns. This article explains the lead → application → approval → issued loan funnel, how to measure cost at each stage, and how to feed downstream events back into Google Ads and Meta without breaking consent rules.
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Google Ads Offline Conversion Import for Lenders: A Guide
A step-by-step guide to feeding approved and issued loans from a lender's CRM back into Google Ads as offline click conversions, covering gclid capture, conversion action design, values, timing, consent and adjustments. It also covers the failure modes specific to consumer credit — long underwriting lags, approval-versus-issuance gaps, repeat borrowers and partial consent.
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Meta Conversions API for Consumer Credit: A Build Guide
A practical guide for consumer lenders on wiring CRM outcomes into Meta's Conversions API, covering event naming, event_id deduplication, rebuilding fbc from fbclid, and the 7-day event window. It also explains what the Credit special ad category changes about targeting and why signal quality matters more when targeting levers are removed.