Conversion tracking for mortgage brokers, from enquiry to completion

Loan officers describe it this way: Total Expert or Bonzo fills with leads, Encompass shows a handful of funded loans, and Google Ads says conversions went up. Several things are happening at once. The 'Apply now' button sends borrowers to Floify, Blend or an ARIVE portal on another domain, so GA4 records the application as direct traffic and the ad never gets credit. Rate-table clicks and LendingTree or Zillow leads are shared with other lenders and land in the same stage as your own ad leads. Purchase borrowers sent by a realtor search your name and click the brand ad before they call, so referral business looks like paid search.

The cost is bidding trained on rate shoppers who never lock and on referrals you'd have closed anyway. Policy narrows the fixes: Google's US 'access to opportunities' rules mean no ZIP, age or gender targeting for credit offers, and Meta puts these ads under both the housing and the financial products categories. The ten-minute check: take last quarter's funded loans and write down for each the first source, whether a realtor was involved, and whether the file held a click ID. If most funded purchase loans trace to realtors while the budget sits in rate-term search, or almost no file holds a click ID, the reports can't tell you what paid search earns.

Fixed looks like this: the click ID carried into the portal and stored on the loan file, 'application submitted' and 'pre-approval issued' sent back while they are still inside the import window, funded loans reported with their revenue, marketplace and trigger leads kept out of every ad conversion, and no loan amount, credit detail or property value in any payload. The free audit starts from your funded-loan list.