Fintech performance marketing must use a two-layer attribution model to avoid optimizing on deceptive ad platform metrics (Layer 1: "approvals are vanity") and focus on true business outcomes (Layer 2: "dispersals are sanity"). Ad platforms only track up to the initial approval, often leading marketers to scale campaigns that look great externally but fail to convert to actual loan dispersals internally. By connecting fast platform data with slow, honest CRM data, marketers can identify campaigns that send a clean book, ensuring marketing optimization aligns with the finance team's source of truth: final loan dispersals

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