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FatakPay: ₹300–400 cost per conversion
Monthly disbursals from ₹25 Cr to ₹108 Cr, while cost per conversion fell by nine tenths.
Consumer lending, fintech
The results
Cost per conversion
₹3,700+
₹300–400
Monthly disbursals
₹25 Cr
₹108 Cr
Revenue contribution
8%
62%
Monthly media budget
₹25L
₹1.56 Cr
Web CAC
₹3,700
₹556
App CAC
₹1,300+
₹313
Loans disbursed a month
4K
39K+
Conversion rate
8–13%
75–96%
The root cause we found
Tracking gaps, unstructured accounts, app errors and rising CAC. Nobody was benchmarking anything, so every decision was a guess.
What we fixed, in order
- A controlled pilot before any scale
- Restructured and funnelised the Meta and Google accounts
- Weekly data reports tied to disbursals, not installs
- Product-level fixes to the app journey with the FatakPay team
- Creative and messaging rebuilt around real borrower intent
- Optimisation systems that protect efficiency daily
Meta was revived as a high-volume channel along the way.
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