Funded, not submitted
Rank channels by loans that actually funded and the commission they earned.
For Mortgage Brokers
Which ads produced funded loans?
Match funded loans and commission to the enquiries and ads that produced them, across a cycle that runs weeks to months.
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The blind spot
What's actually happening
Enquiries are cheap and plentiful, most never fund, and the ones that do arrive weeks later. Judging channels on enquiry volume means optimising for people who were never going to qualify.
Weeks-to-months cycles
A funding in November still matches the enquiry from August that produced it.
Numbers that stand up
Only exact matches count automatically; anything weaker is flagged rather than assumed.
The number you can take into a budget meeting
Not impressions, not leads, not cost per click. Closed revenue, by the channel that produced it, for a period you choose — with the portion we could not trace shown rather than quietly shared out across your paid channels.
Q3 2026
Total revenue $420,000
Attributed to a channel $281,400 67% of revenue
Average deal $3,870
Match rate 72%
| Channel | Sales | Revenue | Share |
|---|---|---|---|
| Google Ads | 42 | $168,000 | |
| Meta Ads | 21 | $75,600 | |
| Email marketing | 11 | $37,800 | |
| Direct / Unknown | 34 | $138,600 |
Enquiry quality varies more than enquiry cost
Two channels can deliver enquiries at the same cost while one produces borrowers who qualify and the other produces people who will not fund for years, if ever. Cost per enquiry is the number everyone optimises and it is close to uninformative here.
Matching funded loans back to the enquiry that produced them ranks channels on commission earned. That comparison frequently inverts the apparent winner, because the cheapest enquiries usually come from the least qualified audience.
Rate cycles make period comparison essential
Volume in this business moves with rates as much as with marketing. Comparing this month with last month tells you about the rate environment, not about your campaigns.
Comparing the same period a year earlier, or holding a channel's mix constant across a rate move, is the only way to see what the advertising is contributing. Because nothing had to be installed at the time, you can run those comparisons over periods that have already closed.
What changes when you can prove it
You stop defending the budget and start growing it
"We generated 400 leads" invites an argument. "This channel closed $186,400 last quarter, here is the reconciliation" ends one. The teams that can show closed revenue by channel are the teams that get the next increase approved, because they are asking with evidence rather than with conviction.
You can cut the wrong channel without a fight
Killing spend is politically harder than adding it, because someone always owns the channel being cut. A number that reconciles to the sales export takes the argument out of the room — you are not overruling a colleague's judgement, you are reading the same ledger they are.
Your reporting survives the finance review
Platform-reported conversions do not reconcile to revenue, and eventually someone in finance notices. Reporting built from your own closed-sales export starts from the number finance already trusts, which is why it holds up when it is checked.
You answer in an afternoon, not a quarter
Because this reconciles exports rather than tracking visitors, it works on months that have already closed. You are not instrumenting now to learn something in ninety days — you can answer for last quarter today, which is usually when the question is being asked.
What mortgage brokers usually push back on
Borrower data is sensitive.
The match needs a phone number or email, a commission or loan amount, and a date — no financial detail, no documents. Data is encrypted, isolated per workspace, deletable in one click, and covered by a DPA.
A lot of our business is referral from agents.
That belongs in Direct / Unknown rather than in your paid channels, and knowing its true size is often the most valuable output — it is usually the largest bucket.
Our LOS export is not designed for this.
It does not need to be. Any layout works, and you confirm the mapping once.
Pricing
Flat monthly pricing with no per-call, per-minute or per-form fees. The number here is the number on the invoice. Most mortgage brokers land on Growth.
Starter
A single business getting started
$49/mo
billed monthly
- 1 workspace · 1 seat
- 500 sales records / month
- 6-month saved history
- Phone + email matching with confidence tiers
- Assisted column mapping
- Your logo on every report
- CSV export
Growth
Most popularA business scaling ad spend
$199/mo
billed monthly
- 1 workspace · 2 seats
- 5,000 sales records / month
- 13-month history (year over year)
- Campaign drill-down and period comparison
- PDF + shareable read-only report
- Your logo on every report
- Priority support
Enterprise
One business closing at volume
$499/mo
billed monthly
- 1 workspace · 10 seats
- 25,000 sales records / month (+$49 per 10,000)
- 24-month history
- Campaign drill-down and period comparison
- Your logo on every report
- Roles, permissions and guided onboarding
Agency
Reporting on many clients at once
$799/mo
billed monthly
- 10 client workspaces (+$25/mo each)
- 10 seats
- 10,000 sales records / month per workspace
- 24-month history
- White-label reports — our mark removed entirely
- Roles, permissions and guided onboarding
Questions mortgage brokers ask
Funded loans: borrower phone or email, commission or loan amount, and the funding date.
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