Microcredit
Microfinance
EU compliance + GA4
Microcredit: regulatory-ready GA4 transition
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Consumer Finance
Pipeline Intelligence
47% more card approvals.
GA4 + BigQuery merging online and offline signals — for smart bidding aligned to real business outcomes.
47%
card approval rate
37%
lower cost per approved card
1
unified GA4 dataset
The company
About Access Finance.
Access Finance is a consumer finance company offering credit card and lending products to underbanked and underserved customers across emerging markets. The product sits inside the alternative consumer credit category — alongside Klarna, MoneyLion, and regional fintech lenders — and competes on its data-driven underwriting model and its accessibility for customers outside traditional credit footprints.
The customer is a credit-seeking consumer in markets with high demand for accessible credit products. The marketing motion is performance-driven: paid acquisition feeding application volume, with success measured by approval rates and cost per approved customer rather than top-of-funnel metrics.
The problem
The problem.
Access Finance faced challenges maturing their digital capability and increasing productivity. One main hurdle: merging online and offline data to make data-driven decisions based on key conversion signals. They also struggled with agility in budget allocation and data silos due to lack of systems integration. The bid algorithms were optimizing on application starts — not approved customers — leaving real money on the table.
The work
What we built.
Our approach involved implementing GA4 as a centralized place for data analysis and activation. We provided consultancy on best practices for analytics and advertising platforms and configured online and offline data collection. The native BigQuery integration unlocked advanced capabilities for the client's data science team via raw GA4 dataset access combining online behavior and CRM events. Access Finance partnered with us to overcome technical challenges like capturing and storing online identifiers required for the measurement protocol — allowing CRM data to enrich the online dataset.
The outcomes
What changed.
47%
card approval rate.
Approval rate grew 47% as the bid algorithm started optimizing on approved-customer signal, not application starts.
37%
lower cost per approved card.
Cost per approved card dropped 37% with the closed-loop online + offline data view.
1
unified GA4 dataset.
Native BigQuery export combining online behavior with CRM events for advanced data science.
The customer voice
In their words.
“The convergence of online and offline data is not just a trend, it's a necessity for businesses that want to succeed in a rapidly changing digital landscape. GA4 is the key to unlocking the power of this integration, providing a unified view of customer behavior and insights that drive better marketing decisions and ultimately, business growth.”
Ivan Arnaudov
CMO, Access Finance
The services
Services behind the work.
Service 01
Pipeline Intelligence
GA4 implementation, BigQuery integration, measurement protocol for CRM enrichment.
Free · 5 business days · No commitment
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