Measurement
How should financial advisers track leads from marketing?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
Quick answer
How should financial advisers track leads from marketing?
Leads should be tracked end-to-end in a CRM with UTM capture, timestamped stages (new/qualified/fact-find/client) and offline conversion imports back to Meta and Google so the ad platforms optimise for clients, not form fills.
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Proper tracking for a UK IFA involves: UTM parameters on every paid link, a CRM that captures first-click source, a disciplined lead-stage model (new → qualified → fact-find → client), offline conversion imports from CRM back to Meta and Google via CAPI/Google Ads API, and GA4 with server-side tagging. This lets the ad platforms optimise toward revenue-qualified leads, not just cheap form fills.
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