Overview
HiFi Agency, a marketing firm serving 19+ banks and credit unions, needed visibility into the entire customer journey—from ad spend to funded accounts. They were managing fragmented data across 12+ platforms (Facebook, Google, MANTL, core banking systems) and spending 80+ hours monthly on manual client reporting.
MetricMaven delivered a full-funnel analytics solution, integrating disparate systems, implementing multi-touch attribution models in dbt, and deploying white-labeled Looker Studio dashboards.
Result: 80% reduction in reporting time and a scalable platform now serving 19 banking clients.
The Challenge
They could see clicks but not which campaigns funded accounts.
HIFI struggled with:
- Siloed data across 12+ platforms
- No attribution past last-click
- Lost tracking between marketing sites + banking portals
- 80+ hours of manual reporting per month
- No visibility into which campaigns produced funded accounts
The Solution
To deliver accurate attribution and full-funnel visibility, we executed a streamlined workflow across four layers:
1. Integration & Ingestion
Built a modular ingestion pipeline consolidating 12+ fragmented data sources:
- Marketing Platforms: Facebook, Google Ads, Bing, StackAdapt, LinkedIn, GA4
- Conversion Platforms: MANTL applications and funded account data
- Cost Normalization: Included agency media fees and reconciled billing discrepancies across systems
2. Data Architecture in dbt
Implemented a layered data modeling framework using dbt:
- Bronze Layer: Raw ingestion tables, schema harmonization, type casting, and de-duplication
- Silver Layer: UTM stitching logic, sessionization, lead deduplication, and join keys across disparate sources
- Gold Layer: Attribution model outputs, funnel stage mappings, and media spend alignment
3. Attribution & Reporting Logic
Operationalized attribution using a composable model structure:
- Multi-Touch Attribution Models: First touch, last touch, and even-weighted distribution across all marketing touchpoints
- Milestone Mapping: Tracked lead journey through application, approval, and funding stages
- Channel Role Classification: Differentiated between assist channels and conversion channels
4. Visualization & Enablement
Deployed reporting through a centralized analytics portal:
- Looker Studio Dashboards: Funnel performance, ROAS, and CAC breakdowns by channel, campaign, and location
- Daily Refresh: Dynamic dashboard updates powered by BigQuery reporting tables
- White-Label Portal: Embedded dashboards with role-based permissions for each bank or credit union
Over 2 years, as the agency’s client base grew, HiFi successfully onboarded 19 banking clients to their custom reporting platform.
The Outcome
- Full visibility achieved: Clients can now track the complete journey from Impression → Click → Landing Page Visit → Application → Approval → Funded Account
- 80% reduction in manual reporting: Reporting time dropped from 80+ hours per month to just 4 hours per week
- Scalable infrastructure: Platform supports 19 clients with minimal ongoing maintenance