A marketing dashboard that shows click-through rates, open rates, and impressions is a channel activity report — it tells the institution what its marketing did, not whether the marketing worked. The Marketing Analytics Agent AI builds a dashboard that the institution's CFO can read without a translation: cost per funded loan by channel, return on marketing investment by product, and the contribution of each channel to the portfolio's disbursement target. These are the numbers that decide the marketing budget, and they are available every morning, updated overnight, without a data analyst or a campaign manager assembling them.
Why activity metrics are not business metrics — and what the distinction costs
Activity metrics (impressions, clicks, open rates, form submissions) answer the question "what happened in the channel?" Business metrics (cost per funded loan, ROMI, channel contribution to disbursement) answer the question "did the marketing investment produce revenue?" These are different questions, and institutions that answer only the first question cannot make budget decisions — they can only report what was done. An institution that knows its Google Search campaign produced 842 form submissions but does not know how many of those became funded loans does not know whether Google Search was profitable. It might have been. It might have cost 3 times more per funded loan than the DSA channel. Without the business metric, the institution manages the channel on faith rather than evidence.
The translation from activity metrics to business metrics requires connecting the marketing system (the ad platform, the CRM, the email tool) to the LOS (the loan origination system that records sanctioned and disbursed loans) via a common identifier — the lead ID that is generated when a borrower submits a form and followed through the application, credit, and disbursement process until a loan is funded or abandoned. The Marketing Analytics Agent AI maintains this linkage continuously, computing funded-loan attribution for every lead source within 48 hours of disbursement.
The daily CAC/ROI dashboard: November 14, 2025
The 12 metrics the Marketing Analytics AI computes daily for every channel
acquisition
metrics
Cost per funded loan (CAC) · Lead-to-funded conversion rate · Funded loan volume by channel · Blended ROMI
These are the metrics that determine whether a channel is worth its budget. CAC = total channel spend ÷ funded loans attributed to that channel. Lead-to-funded conversion rate reveals the quality of leads — two channels with the same CPL but different conversion rates produce dramatically different CACs. Volume is the absolute contribution to disbursement targets. ROMI is the net interest margin contribution of the attributed loans over their expected tenor, divided by the channel spend — the single most comprehensive marketing efficiency metric for a lending institution.
funnel
metrics
Cost per lead · Cost per qualified lead (SDR) · Cost per application · Cost per sanction
The funnel metrics diagnose where efficiency is lost. A high CPL-to-CAC ratio (many leads but low funded conversion) points to lead quality. A high CPA-to-sanction ratio (many applications but low sanction rate) points to credit eligibility mismatch — the channel is reaching borrowers who apply but cannot be approved. A high sanction-to-funded ratio problem points to disbursement friction. Each bottleneck has a different owner and a different fix.
portfolio
quality metrics
Early DPD rate by channel · NPA rate by channel cohort · Average ticket size by channel · Average CIBIL score of funded borrowers by channel
Portfolio quality metrics are the most important and least tracked dimension of marketing analytics in lending. A channel that produces loans at a low CAC but with a 15% early DPD rate is not a cheap channel — it is a channel that destroys value through credit losses that exceed the cost saved on acquisition. The Marketing Analytics Agent AI tracks the DPD and NPA rate of every funded loan cohort by acquisition channel, updated at 90 and 180 days post-disbursement, and factors credit quality into the ROMI calculation.
The channel that looks cheapest on CPL may be the most expensive channel on CAC — and the dashboard surfaces this every morning
WhatsApp bulk broadcast appears at ₹22,400 CAC — 24% above target. The CPL might be low: the send cost per message is fractions of a rupee. But the funded loan conversion rate from bulk broadcast is far below the benchmark — the audience receives a generic message without eligibility screening, and the proportion who both qualify and respond is small. Lifecycle email, by contrast, shows ₹840 CAC because it goes only to existing borrowers who have been pre-screened for eligibility and who receive a message relevant to their current financial moment. The absolute spend on lifecycle email is minimal — but the funded loan rate per rupee spent is 76 times the marketing investment. Without a dashboard that measures all the way to funded loans, an institution would see WhatsApp's low per-message cost as efficiency and miss lifecycle email's extraordinary ROMI entirely.