DhanLAP Complete Marketing Infrastructure

The Challenge

DhanLAP, a fintech platform offering loan against mutual funds and shares, had no reliable way to measure marketing performance. Traffic data was inconsistent, lead sources were unattributed, and the sales team had no automation to follow up with prospects at scale.

What I Did

• Deployed GA4 with custom events for form submissions, button clicks, and scroll depth
• Set up Google Tag Manager with a structured data layer to track all lead touchpoints
• Integrated PostHog for product-level behaviour analytics
• Built UTM tagging framework across all paid and organic channels
• Configured CRM integration with automated lead assignment rules
• Designed email nurturing sequences triggered by lead score thresholds
• Created Looker Studio dashboards giving live CPL, ROAS, and conversion rate visibility

Outcome

Within three months, the team had full visibility into every lead source. CPL dropped by 35% as low-performing channels were identified and budgets reallocated. Automated follow-up sequences improved lead-to-call rate by 25%.

Tools Used