What did the campaign cost per loan disbursed?

A borrower can apply online and complete part of the process in a branch. Raiffeisen Bank in Bosnia and Herzegovina describes that path on its application page. It leaves marketing with a practical reporting problem. Where does the result go when an ad generates an application on Tuesday and the bank releases the funds the following month? Raiffeisen Bank BiH online applications

Imagine a campaign spending KM 12,000 and generating 240 completed applications. By the first reporting date, 40 loans have been disbursed. Two weeks later the total rises to 60, all from the same set of applications. Media cost per application stays at KM 50. Media cost per disbursement falls from KM 300 to KM 200 without another mark of advertising spend. An early decision to stop the campaign would partly have reflected processing time.

What to ask the bank’s reporting team for

Agree on the event that counts as a completed application and the date that records disbursement. For each channel and application week, request aggregate counts of completed applications, disbursements and cases still being processed. Date the extract. That gives the campaign team a usable report without customer names, individual loan amounts or reasons for rejection.

For the next budget decision, compare groups that have had equal time to progress. If one channel still produces inexpensive applications and expensive disbursements, review the offer in the ad and where applicants drop out. Cost per disbursement tells you where to investigate. Estimating the profitability of the loans calls for a separate calculation.