IOU Financial is a technology‑driven online lender providing flexible working capital and small business loans to enterprises across the U.S.
+49%
increase in qualified lead rate
3× to 11×
ROAS increase
Lead volume without revenue clarity
IOU Financial generates the majority of its leads through paid search, while also receiving additional traffic from organic, direct, and referral channels. This multi-channel approach helped drive lead volume, but the team lacked visibility into which sources were actually producing qualified leads that converted into closed loans.
Before implementing LeadSources, the marketing team relied heavily on Google Ads reporting and Google Analytics data. While these tools provided a count of incoming leads, they did not offer reliable insight into how those leads progressed through the sales funnel or whether they ultimately converted into revenue.
As a result, key marketing decisions were based primarily on raw lead volume rather than lead quality. Campaigns that generated many leads were often prioritized, even if those leads did not convert into loans. Additionally, CRM data frequently failed to align with Google’s attribution reports, creating uncertainty in performance reporting and making it difficult to optimize marketing budgets effectively.
Head of Marketing, IOU Financial
Bridging the gap between leads and revenue
IOU Financial adopted LeadSources to close the gap between acquisition data and CRM outcomes.
By capturing detailed attribution information at every step of the buyer journey and syncing it directly into their CRM, the team was able to reconcile CRM records with paid search performance and identify which sources were truly delivering qualified leads.
This visibility allowed them to move beyond optimizing for lead counts alone, reallocating ad spend toward campaigns with stronger downstream results.
With full-funnel insight into lead performance, IOU Financial was able to transform its budget allocation and campaign optimization strategies, driving more efficient growth and measurable results.
Head of Marketing, IOU Financial
+49% qualified leads, and 3x to 11× ROAS increase
After implementing LeadSources and applying the insights, IOU Financial increased the qualified lead rate from paid search by 49% and improved ROAS from 3× to 11×.
With CRM and ad platform data now fully aligned, the team gained confidence in marketing performance reporting, enabling smarter budget decisions and clearer visibility into the channels that drive revenue.
Head of Marketing, IOU Financial
LeadDNA: Deep lead data tracking
LeadDNA captured a rich profile for every lead, tracking: channels, UTM parameters, and device data.
This allowed IOU Financial to identify which sources produced qualified leads and reallocate budget effectively.
LeadPath: Full-funnel customer journey
LeadPath provided visibility into each lead’s journey across multiple sessions, from first click to final form submission.
With this insight, IOU Financial optimized campaigns based on the actual customer journey rather than raw lead counts.
Native integrations: custom form and CRM
LeadSources connected to IOU Financial’s forms and synced attribution data directly into their CRM for every lead.
This ensured that marketing could confidently make budget and campaign optimization decisions.
