Cost per funded account cut 61% at 2.4× spend.
Consumer lender optimizing to lead form completion. 60% of leads never funded. Rebuilt against funded/approved events with offline conversion upload from core banking.
Why the account was underperforming.
Every network optimizing to lead form. Approval rate ranged 4%–34% by source - networks blind to it. Affiliate mix absorbing 40% of spend, funding rate 2%. No offline conversion upload.
What actually changed.
Rebuilt event schema
Networks now receive funded / approved / declined signals daily via offline upload. Optimization aligned to real revenue events.
Killed low-funding affiliates
Affiliate sources with <8% funded rate cut. Freed 40% of spend for higher-quality channels.
Compliance-cleared creative library
Angle library reviewed and approved once - production velocity 5× faster inside guardrails.
Geo-tiered bidding
Bid modifiers by state approval density. LTV-weighted bids on funded event, not lead.
Server-side + CAPI everywhere
PII-safe hashed audiences. Event-quality scores held ≥ 8 across Google + Meta.
What the account looked like after.
Cost per funded account down 61%. Spend scaled 2.4× while approval rate climbed 28%. App → funded rate up from 8% to 22%. CAC on funded accounts hit target inside quarter one.