Measurement from day one.
The client is a young US consumer finance brand offering credit cards to people building or rebuilding their credit, alongside a mobile app for managing the account. Prospects check whether they prequalify with no impact to their credit score before applying. It competes for attention with much larger card issuers.
The startup was preparing to spend on marketing with nothing in place to measure it. There was no analytics setup, no conversion tracking and no pixels feeding the ad platforms.
For a credit product, the funnel runs from landing page to prequalification check to application. Without tracking at each step, the team would have no way to see which campaigns produced applicants.
Because they were starting from nothing, there was a chance to get naming and structure right before bad habits set in.
Measurement plan
We wrote a measurement plan that tied business goals to specific events and conversions. It set a standard event naming convention from the start, so every later event would follow the same pattern.
GA4 build
We set up the GA4 property, data streams and events across the site, covering landing pages, the prequalification check and application steps. Key steps were marked as conversions so the funnel could be reported from the first campaign.
Tag Manager setup
All tracking was deployed through Google Tag Manager with a clear folder structure, naming and trigger logic. A dataLayer specification was given to engineering so events fired from reliable data.
Marketing pixels
We added the ad platform pixels through GTM and mapped their conversion events to the same funnel steps as GA4. Every platform received consistent signals to optimise against.
QA and handover
Each tag was tested across devices and browsers before launch. We documented the plan and the container so the team could add new events without breaking the structure.
- The startup went from no measurement to a complete, coherent marketing setup.
- Event naming is consistent across every tool from the outset.
- Ad platforms receive clean conversion signals tied to the real funnel.
- The team has a reliable foundation for every marketing decision that follows.
The client’s name and specifics are covered by an NDA that limits what we can publish. We have permission to discuss the work in more detail in private, so ask us on a call.
Book a callRelated work
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