BFSI
Beyond CPL: measuring BFSI lead quality
Financial products have long funnels and hard eligibility rules. A measurement framework that reaches the funded customer.
6 min readBidEngines
In banking, lending and insurance, a lead is the beginning of a process, not the end of one. Between the form and the revenue sit eligibility checks, KYC, underwriting, approval and activation. Each stage loses people, and each loss is a signal about the traffic that produced them.
The funnel events that matter
Qualified lead: passes eligibility rules before delivery. Application: completes the product application. KYC: identity verified. Approval: meets lender or insurer criteria. Account opening or policy bound. Funded or activated: the customer the business actually wanted.
Every one of these can be measured. Most acquisition programmes measure only the first.
Feeding quality back
The operational work is getting downstream outcomes back to the acquisition layer quickly and at the level of source, campaign and keyword. Once that loop exists, bidding, sourcing and routing can be optimized toward approval or funding rather than submission.
Cost per funded customer will always look worse than cost per lead. It is also the only number that reconciles with the P&L.