London, UK · Serving UK/EU · GBP pricing

Specialist GA4 implementation for FinTech companies, and financial services.

Q: Do you understand FinTech regulatory requirements?

Yes. FinTech implementations comply with FCA, GDPR, PSD2, and data protection requirements, ensuring no personal financial data enters GA4 and proper consent management.

GA4 analytics that understands FinTech complexity

FinTech businesses face analytics challenges that generic implementations can't handle.

Customer journeys span multiple sessions before first transaction, payment flows redirect through external processors breaking attribution, regulatory requirements demand specific data handling, and understanding customer lifetime value requires connecting acquisition data with transaction history.

Marc Alexander specialises in GA4 for FinTech and financial services businesses. With experience implementing analytics for WorldFirst's international payment platform, Marc understands FinTech-specific measurement needs that most analytics consultants miss.

Whether payments, foreign exchange, trading platforms, digital banking, or lending, Marc builds GA4 analytics that track complete customer journeys from initial research through registration, first transaction, and ongoing engagement.

Based in London and working across the UK and EU, Marc delivers FinTech-focused GA4 implementations providing genuine insight into acquisition quality, transaction behaviour, and customer lifetime value.

FinTech analytics challenges Marc solves

Transaction tracking across payment processors

FinTech platforms redirect users to payment processors, authentication flows, or partner banks. These redirects break attribution, showing completed transactions as "Direct" traffic rather than crediting the original acquisition channel.

Marc configures cross-domain tracking, referral exclusions, and session management ensuring attribution survives external payment flows. Marketing teams finally see which channels drive valuable customers, not just traffic.

Registration funnels with security requirements

FinTech onboarding involves multiple verification steps—email confirmation, identity verification, bank account linking, security setup. Standard GA4 can't track these complex, asynchronous funnels properly.

Marc implements event architecture capturing complete registration journeys including verification status, dropout points, time to completion, and friction identification. Product teams see exactly where prospects abandon and why.

Connecting acquisition to transaction value

FinTech success requires understanding which marketing channels drive customers who actually transact, not just sign up. Without connecting GA4 to transaction systems, attribution stops at registration, missing the commercial picture entirely.

Marc integrates GA4 with transaction databases or data warehouses, enabling customer lifetime value calculation by acquisition channel, cohort analysis showing retention patterns, and true marketing ROI including revenue, not just registrations.

Calculating accurate customer lifetime value

FinTech LTV requires combining acquisition data from GA4 with transaction history, revenue patterns, and retention metrics from business systems. Standard GA4 can't provide this without proper integration.

Marc implements LTV tracking connecting GA4 acquisition data with transaction systems, creating cohort analysis showing LTV by channel and campaign, enabling marketing optimisation based on customer value, not just acquisition cost.

Multi-touch attribution for complex journeys

FinTech customers research extensively before committing—comparison sites, review platforms, educational content, multiple website visits. Last-click attribution misrepresents what actually drives valuable customer acquisition.

Marc implements attribution models accounting for extended research phases, configures appropriate lookback windows for financial decisions, and creates reporting showing genuine multi-touch influence across channels and touchpoints.

Regulatory and data privacy compliance

FinTech operates under strict regulations—FCA, GDPR, PSD2, data protection requirements. Many GA4 implementations collect personal financial information improperly or fail to meet regulatory standards.

Marc implements compliant GA4 ensuring no personal financial data enters analytics, proper consent management meeting regulatory requirements, appropriate data retention aligned with policies, and privacy-first measurement meeting FCA and GDPR standards.

Real-time operational monitoring

FinTech platforms need immediate visibility into transaction success rates, authentication failures, payment processor issues, and user experience problems affecting revenue.

Marc implements real-time GA4 monitoring surfacing operational issues immediately, alerting on anomalies affecting transactions, and providing dashboards for operations teams alongside marketing analytics.

Fraud and security event tracking

FinTech businesses need to monitor suspicious behaviour patterns, track security event interactions, and understand fraud attempt patterns without exposing sensitive data.

Marc configures secure event tracking for fraud indicators, monitors authentication patterns and failures, and creates reporting helping security teams whilst maintaining data privacy and regulatory compliance.

Marc's FinTech industry experience

WorldFirst: International payment platform analytics

Marc served as Digital Analytics Specialist at WorldFirst from March 2019 to March 2020, defining and implementing analytics architecture for their AliPay payment journeys and international money transfer platform.

What Marc delivered:

Complete payment journey tracking: Implemented end-to-end tracking from initial landing through registration, identity verification, first transaction, and ongoing usage. Attribution survived complex payment processor redirects and authentication flows.

BigQuery automation for transaction analysis: Built automated BigQuery workflows joining Google Analytics data with transactional datasets, reducing manual data preparation whilst improving accuracy. Marketing teams gained visibility into customer value, not just acquisition volume.

Paid media integration: Brought paid media data from Google Ads and Facebook Ads into BigQuery via Funnel.io, normalising campaign structures and creating single source of truth for cost and performance across channels.

Lifecycle analysis and cohort tracking: Integrated Universal Analytics with back-office transaction systems enabling full-funnel performance analysis including LTV, customer acquisition cost, ROAS, and cohort analysis showing retention patterns over time.

Operational dashboards: Built Looker Studio dashboards highlighting drop-off points and time to first transaction, informing lifecycle optimisation and reducing friction in registration and onboarding flows.

Multi-market measurement standards: Established KPI frameworks and tracking plans for key registration and payment journeys, standardising campaign naming and UTM practices across international markets for consistent, comparable performance reporting.

What Marc implements for FinTech businesses

FinTech-specific event architecture

Standard GA4 events don't reflect FinTech priorities.

Marc designs custom event structures tracking:

Acquisition and research: Landing page engagement, comparison tool usage, fee calculator interactions, product exploration, educational content consumption

Registration and onboarding: Account creation, email verification, identity verification status, bank account linking, security setup, verification completion time

Transaction events: First transaction trigger, transaction value and type, payment method selection, transaction success/failure, processor interaction, authentication completion

Engagement and retention: Login frequency, feature usage, transaction patterns, support interactions, product upgrades, referral activity

Customer value signals: Transaction volume trends, revenue contribution, account balance behaviour, cross-product usage, lifetime value indicators

Each event includes appropriate parameters enabling analysis by customer segment, transaction type, product usage, and value classification.

Registration and onboarding funnel tracking

FinTech onboarding is complex and asynchronous.

Marc implements funnel tracking showing:

Micro-conversion steps: Email submission → verification → identity upload → bank linking → security setup → first transaction

Time-to-value metrics: Registration to verification, verification to bank linking, bank linking to first transaction, complete onboarding duration

Drop-off analysis: Abandonment by step, friction identification, completion rate by traffic source, device and time impacts

Recovery tracking: Email reminder effectiveness, re-engagement success, support intervention impact, abandoned journey completion

Funnel reporting identifies specific friction points enabling product teams to optimise completion rates based on data.

Transaction attribution and LTV

Marc connects GA4 with transaction systems providing:

First transaction attribution: Acquisition channel credited for initial transaction, campaign tracking through to revenue, true customer acquisition cost including conversion

Lifetime value calculation: Transaction history by acquisition cohort, retention patterns and churn analysis, LTV by marketing channel and campaign, payback period visibility

Cohort analysis: Behaviour patterns by acquisition date, retention curves by channel, engagement trends over customer lifetime, value distribution analysis

Marketing ROI: Channel performance by customer value, campaign effectiveness including LTV, budget optimisation based on profitable acquisition

Integration enables marketing optimisation based on customer value, not just acquisition cost or volume.

Multi-channel attribution

Marc configures attribution showing genuine channel influence:

Paid search: Google Ads performance by keyword, ad group, and campaign including customer value

Paid social: Facebook, LinkedIn, Twitter effectiveness by audience, creative, and campaign objective

Affiliate marketing: Partner effectiveness by customer value and transaction volume

Organic search: SEO performance by landing page, keyword theme, and content type

Email marketing: Campaign performance by segment, timing, and message type

Multi-touch attribution models account for extended research phases typical in financial decisions.

Compliance and privacy implementation

Marc ensures regulatory compliance:

Data minimisation: No personal financial information enters GA4, account numbers and sensitive data excluded, anonymisation of user identifiers where required

Consent management: Proper consent banner implementation, Consent Mode v2 for advertising and analytics, regional consent requirements respected (UK, EU, international)

Data retention: Appropriate retention periods configured, compliance with FCA and GDPR requirements, automated data deletion processes

Audit trails: Documentation of data handling, privacy impact assessments, regulatory compliance evidence

Implementation meets FCA, GDPR, and international financial services requirements.

Operational and security monitoring

Marc implements monitoring for operations teams:

Transaction success rates: Real-time tracking of completion rates, processor performance monitoring, failure pattern identification

Authentication metrics: Login success rates, verification completion, security event tracking, fraud indicator monitoring

User experience issues: Payment flow problems, error rate tracking, latency impact visibility

Security events: Suspicious activity patterns, failed authentication tracking, security measure effectiveness

Monitoring provides immediate visibility enabling operational response.

FinTech-specific GA4 services

FinTech GA4 Audit: £800 - £1,500

Comprehensive audit for FinTech businesses covering:

Registration funnel tracking assessment

Transaction event validation

Payment processor cross-domain tracking

Attribution through authentication flows

LTV and cohort analysis capability

Regulatory compliance review (FCA, GDPR)

Security and fraud event tracking

FinTech GA4 Implementation: £1,500 - £4,000

Complete GA4 setup for FinTech platforms including:

Registration and onboarding event architecture

Transaction tracking with value attribution

Payment flow cross-domain configuration

Authentication and verification event tracking

Marketing attribution through conversion

Regulatory-compliant data handling

Operational monitoring dashboard

FinTech Analytics Transformation: £4,000 - £12,000

Enterprise-grade implementation for FinTech companies:

Multi-product GA4 architecture

Transaction system integration

BigQuery data warehouse implementation

LTV and cohort analysis framework

Multi-touch attribution modelling

Operational and security dashboards

Team training and governance

Ongoing FinTech Analytics Support: £1,000 - £2,500/month

Continued optimisation and support:

Monthly performance and cohort analysis

Attribution reporting and optimisation

New product launch tracking

Regulatory compliance monitoring

Technical maintenance

Strategic analytics guidance

FinTech industry results

WorldFirst implementation:

Complete payment journey tracking from acquisition through first transaction

Automated BigQuery workflows reducing manual work whilst improving accuracy

Integrated attribution connecting acquisition to transaction value

LTV visibility enabling marketing optimisation by customer value

Operational dashboards reducing friction in registration flows

Methodology applicable across FinTech:

Scalable across international markets

Regulatory-compliant by design

Integrates acquisition and transaction data

Enables LTV-based marketing optimisation

Who works with Marc for FinTech analytics

Payment platforms and processors

Companies needing transaction attribution, payment flow tracking, processor integration monitoring, customer value analysis, and regulatory-compliant measurement.

Digital banks and challenger banks

Banks requiring onboarding funnel optimisation, product usage tracking, engagement monitoring, cross-product analysis, and retention measurement.

Foreign exchange and money transfer

Businesses needing transfer tracking, rate comparison analysis, cross-border transaction measurement, customer lifetime value calculation, and multi-currency analytics.

Trading and investment platforms

Platforms requiring registration conversion tracking, first deposit attribution, trading activity measurement, engagement and retention analysis, and portfolio performance correlation.

Lending and credit platforms

Lenders needing application funnel tracking, credit decision journey measurement, approval and funding analysis, repayment behaviour monitoring, and customer quality assessment.

Cryptocurrency and blockchain

Businesses requiring wallet creation tracking, transaction measurement, exchange flow analysis, custody service monitoring, and regulatory-compliant analytics for digital assets.

FinTech analytics questions

Do you understand FinTech regulatory requirements?

Yes. FinTech implementations must comply with FCA, GDPR, PSD2, and data protection requirements. All analytics configurations ensure no personal financial data enters GA4, proper consent management, and regulatory-compliant data handling.

Can you track through payment processor redirects?

Yes. Cross-domain tracking configuration ensures attribution survives redirects to payment processors, authentication providers, and partner platforms. Marketing receives proper credit for transactions regardless of external flows.

How do you calculate customer lifetime value?

LTV requires integrating GA4 acquisition data with transaction systems. Implementation connects these systems enabling cohort analysis, retention tracking, and true marketing ROI based on customer value, not just acquisition cost.

What about fraud and security tracking?

Security event tracking monitors patterns whilst maintaining privacy. Configuration captures fraud indicators, authentication patterns, and security interactions without exposing sensitive data or violating compliance requirements.

Can you integrate with our transaction database?

Most likely. Experience includes BigQuery integration at WorldFirst with capability to connect various transaction systems, data warehouses, and business intelligence platforms for unified analytics.

How long does FinTech GA4 implementation take?

Basic implementations take 4-6 weeks. Complex implementations with transaction integration and data warehouse setup require 8-12 weeks. Timeline depends on technical infrastructure, integration complexity, and regulatory requirements.

Do you provide ongoing support after implementation?

Yes. Ongoing support includes monthly performance analysis, cohort reporting, attribution optimisation, regulatory compliance monitoring, and technical maintenance. Month-to-month arrangements available.

Can you train our product and marketing teams?

Absolutely. Training covers FinTech-specific GA4 usage, understanding cohort and LTV reports, optimising based on customer value, and regulatory compliance considerations. Training tailored to team needs and business priorities.

Ready to make your analytics decision-grade?

Book a free 30-minute consultation to discuss your analytics challenges and explore how Marc can help.

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He's surprisingly friendly, even when telling you your analytics a disaster.

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