Kredify was spending ₦1M a month on Meta with no way to prove any of it was working. Ten weeks later it had a verified 4.1× ROAS and a blended CAC less than half what it started with.
Kredify was spending ₦1M every month on Meta ads. Three systems tracked the results — the ads dashboard, the CRM, and the finance team's own records — and all three reported different sign-up numbers. Nobody could agree on what a sign-up was, so nobody could say whether the spend was working. The agency kept optimising toward form submissions. Most of them never became verified customers.
Five steps across ten weeks. The work started with agreeing what a sign-up actually was.
Kredify had three teams tracking results and three different counts. The first job was getting them to agree on one definition: an application that passed identity verification. Not a form submission. Not a click. Until that was settled, nothing else could be measured.
The pixel was firing on form submission. That counted anyone who clicked Send, including people who abandoned the verification step before completing it. We rebuilt the conversion event to fire on confirmed verification only. The reported sign-up count dropped immediately. The real count became visible for the first time.
The ads dashboard, the CRM, and the finance team’s spreadsheet each showed a different number because each captured a different point in the funnel. We mapped the full journey and tied all three tools to the same verified event, so every team was reading from the same source.
With verified sign-ups flowing back into the ad account, we rebuilt the campaign structure using verified sign-up as the optimisation target. Meta’s algorithm stopped working toward clicks and started working toward the thing Kredify actually needed. Campaign performance rankings changed. Several campaigns that had looked strong turned out to be producing almost no verified sign-ups.
With each campaign showing its real cost per verified sign-up, the budget decisions were straightforward. Spend moved off the high-cost campaigns. Total spend stayed at ₦1M a month. The blended CAC fell from ₦5,500 to ₦2,100. ROAS on verified sign-ups reached 4.1×.
Every number is verified from client reporting and attribution data, not estimated or projected.
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