Finance · Specialist lending

Specialist lender: 32% more conversions recovered.

How a server-side tracking rebuild closed the gap between analytics and CRM — and let ad platforms optimise for funded loans instead of form starts.

Tag implementation

— 01 · The challenge

Two systems, two different truths.

The lender’s GA4 reported 19% fewer applications than their CRM. Tags had been added piecemeal over years, consent handling blocked events inconsistently and the multi-step application broke tracking between steps.

Ad platforms optimised toward form starts, not funded loans — so spend drifted toward low-quality applicants.

— 02 · Our approach

One clean, consented data layer.

Step 01

Full tag audit & clean-up

Removed duplicate and legacy tags, documented a measurement plan and rebuilt Google Tag Manager from a clean container.

Step 02

Consent Mode v2

Integrated the consent platform with Google Consent Mode v2 so measurement stayed compliant without silently losing data.

Step 03

Server-side GTM

Moved GA4, Google Ads and Meta events to a first-party server container, improving accuracy and page performance.

Step 04

CRM offline conversions

Sent approved and funded loan stages back to Google Ads and Meta, so bidding optimised for real revenue.

— 03 · The results

Data the whole business trusts.

Measured over Lower is better, in the client’s own ad accounts and CRM.

“

For the first time, finance and marketing are looking at the same numbers — and our campaigns are optimising for loans that actually fund.

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