HIFI Agency: Full-Funnel Banking Attribution for 19 Clients - Case Studies

Project 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.

Execution

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 dat
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

HIFI Agency: Full-Funnel Banking Attribution for 19 Clients

Project Results

Over 2 years, as the agency's client base grew, HiFi successfully onboarded 19 banking clients to their custom reporting platform.

✅ 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

“MetricMaven greatly improved our ability to deliver the type of media attribution our company wants to bring to an industry that struggles with fragmented data silos. Adding this service into our toolkit has allowed us to test more, scale results faster, and become one of the strongest financial marketing agencies in the U.S.” — Hunter Young, Founder, HIFI Agency

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