From ₦1M/month wasted on unattributed Meta spend to a verified 4.1× ROAS — in 10 weeks.
Kredify, a Lagos-based lending startup, was spending ₦1M monthly on Meta ads with no reliable way to track which campaigns were generating actual loan applications — versus people who clicked but never completed KYC. Their dashboard, CRM, and finance team all showed different numbers. Nobody could agree on what was real.
A structured programme starting with measurement, followed by acquisition, then conversion optimisation.
We conducted a full GA4 audit and discovered significant tracking gaps — conversion events were firing incorrectly, CRM data wasn't flowing to ad platforms, and attribution models were crediting the wrong channels. We rebuilt the entire tracking stack from the data layer up.
FoundationWith clean data in place, we mapped every trial, upgrade, and churn event to its acquisition source for the first time. LinkedIn was responsible for 61% of closed revenue but receiving only 22% of budget — an immediate reallocation opportunity.
InsightWe restructured Google Ads and LinkedIn campaigns around high-intent keywords and lookalike audiences built from actual closed customers — not just trial sign-ups. Budget was reallocated to match the attribution evidence.
ExecutionWe built a keyword cluster strategy targeting bottom-of-funnel terms with clear buyer intent. Content was mapped to specific buyer pain points, not generic category terms.
OrganicWe identified that 72% of trials abandoned within 3 days due to a confusing onboarding flow. We redesigned the trial-to-activation sequence and ran A/B tests on the trial sign-up page, lifting conversion from 0.8% to 2.3%.
ConversionGA4 audit completed. Attribution gaps identified. Tracking rebuild scoped.
GA4, HubSpot, and Google Ads rebuilt with clean event-level attribution. LinkedIn budget reallocation approved.
LinkedIn campaigns restructured. Google Ads keyword strategy updated. First CAC improvement visible.
Trial page redesign launched. A/B tests running. Onboarding sequence rebuilt.
SEO content driving organic pipeline. Paid CAC at target. Trial-to-paid conversion 2.9×.
Every number below is verified from client reporting and attribution data — not estimated or projected.
Increase measured over the full engagement period against baseline.
Reduction vs. pre-engagement baseline over the same traffic volume.
Measured at end of engagement period.
Measured at end of engagement period.
Kredify came to Mowsix with a straightforward problem: ₦1M leaving the business every month in Meta ad spend, and no reliable way to know which of that spend was actually producing loan applications versus people who clicked an ad, landed on the page, and disappeared before completing KYC.
Their internal dashboard showed leads. Their CRM showed a different number. Their finance team saw a third number. Nobody could agree on what was real — which made every budget decision a guess.
We started with a measurement rebuild. Clean GA4 implementation, GTM event tracking tied to every meaningful step in the KYC funnel, and a CRM attribution model that connected ad campaign IDs to completed applications. Within three weeks, we had a single source of truth for the first time.
What it revealed wasn’t surprising — but the scale was. Two of their five active campaign types were generating clicks at scale and applications at near zero. A third was producing the majority of completed KYC sign-ups at a fraction of the spend. The budget was almost perfectly misallocated.
We restructured the account around what was working, killed what wasn’t, and rebuilt the creative strategy around the specific audience segments that were completing applications — not just clicking. In 10 weeks, verified ROAS moved from unmeasurable to 4.1×, cost per verified sign-up dropped 62%, and blended CAC fell from ₦5,500 to ₦2,100.
The measurement infrastructure Mowsix built is now Kredify’s permanent foundation. Every future campaign decision is made against verified data — not dashboard noise.