GA4 for fintech and financial services
Fintech journeys cross several sessions, identity checks and payment providers, and pay off after the first transaction. Marc Alexander sets GA4 up to follow the whole journey without collecting data it shouldn't.
What you get.
- An event plan from registration through verification to first transaction
- Attribution that survives payment and verification redirects
- No personal or financial data in GA4, retention set to your policy
- Consent Mode v2, tested so tags respond to the user's choice
- Campaign naming and UTM standards that hold across markets
- Lifetime value and retention by channel, via BigQuery
- Dashboards showing drop-off by step and time to first transaction
How it works.
Mini audit
Marc checks tracking, key events, consent and attribution, and sends a written report ranking problems by business impact.
Full audit if needed
Where the setup needs a thorough review, the 38-point audit covers registration funnels, payment redirects and what GA4 collects.
Fix and build
Setup, BigQuery and integration work is quoted once the audit shows what's needed.
Hand over
Documentation your compliance team can check, and a handover session on your own data.
For payment platforms, money transfer, digital banks, trading and lending platforms. See all prices.
Straight answers.
Is this compliance advice?
No. Your compliance team or data protection officer decides the rules. Marc makes sure GA4 follows them: no personal or financial data collected, consent respected through Consent Mode v2, and retention set to your policy. It's all documented so they can check it.
Can attribution survive redirects to payment and verification providers?
Usually, yes. Cross-domain tracking where you control both sites, and referral exclusions where you don't, keep the original campaign attached to the session. Where a provider's flow can't be tracked, the fix is to record the outcome on your own site when the user returns.
How do you measure lifetime value?
GA4 alone can't: it doesn't know what happens after the first transaction. The usual approach is exporting GA4 to BigQuery and joining it with transaction data, which gives lifetime value and retention by acquisition channel and cohort. See GA4 to BigQuery and back-office integration.
Where should we start?
With the mini audit, from £175. It shows whether the basics are sound before you spend money on anything bigger. If you already know the setup needs a thorough review, go straight to the 38-point audit.
More detail: where fintech tracking goes wrong
- Redirects break attribution. Users leave for a payment processor, an identity check or a partner bank, and come back as a new session. The transaction gets credited to Direct or to the provider's domain instead of the campaign that brought them.
- Onboarding isn't one funnel. Sign-up, email confirmation, identity verification, linking a bank account and the first transaction can happen days apart. Without an event plan for each step, you can't see where people drop out.
- Registrations aren't revenue. Reporting stops at sign-up, so a channel that brings plenty of registrations and few paying customers looks like your best performer.
- Data that shouldn't be there. Email addresses in URLs, account references in event parameters, form fields captured by default. It's common, it breaks Google's terms, and your compliance team won't want to find it later.
More detail: experience at WorldFirst
From March 2019 to March 2020 he was Digital Analytics Specialist at WorldFirst, the international payments and money transfer business, working in-house. He defined and implemented the analytics for its Alipay payment journeys, tracking users from landing through registration and verification to first transaction.
He built BigQuery workflows joining website analytics data with transaction data, cutting manual data preparation, and brought Google Ads and Facebook Ads data in through Funnel.io so cost and performance sat in one place.
Joining analytics with back-office transaction systems made lifetime value, acquisition cost, ROAS and cohort retention visible. Data Studio dashboards showed where users dropped out and how long they took to transact. He also set the KPI framework, tracking plans and campaign naming rules used across markets.
Start with the mini audit: it shows whether the basics are sound before you spend on anything bigger.
Last updated
Free tool
What does your site fire before consent?
Paste a page address. The tracking checker shows what a first-time visitor triggers before agreeing to anything, ranked by how much it matters.
Talk to Marc about it.
Tell Marc what's happening with your tracking. The quickest place to start is usually a GA4 mini audit: a prioritised list of what's broken and what to fix first.
Mini audit from £175.
Prefer to talk first? Choose "20-minute intro call" in the form.
Or email [email protected].