Fatak Pay Success
फटाक PAY
Transforming digital lending through strategic performance marketing and data-driven optimisation.
The Brief
Growth Target
Add ₹50 crores in disbursals every month
Rising Costs
CAC and marketing metrics increasing day on day
Mission
Scale numbers whilst maintaining healthy CAC levels
The Challenge
Tracking
Inconsistent data and attribution gaps
Structure
Disorganised campaign architecture
Planning
Lack of strategic roadmap
App Errors
Technical issues impacting conversions
Systems
Manual processes slowing growth
Benchmarking
No clear performance standards
How We Resolved It
Pilot Testing
Validated approaches before scaling
Restructure & Improve
Rebuilt existing campaign architecture
Data Reports
Implemented comprehensive tracking systems
Product Improvements
Enhanced user experience and conversion flow
Creative Optimisation
Refined messaging, targeting, and creatives
Funnelised Account
Built systematic optimisation frameworks
Results
₹300-400
Cost Per Conversion
Reduced from ₹3,700+ in core campaigns
62%
Revenue Contribution
Grew from 8% in just over 5 months
₹108Cr
Monthly Disbursals
Scaled from ₹25 crores monthly
Revived Meta as a channel with strong, profitable performance, becoming a major revenue contributor.
Milestones & Wins
85%
Web CAC Reduction
From ₹3,700 to ₹556
76%
App CAC Reduction
From ₹1,300+ to ₹313
875%
Disbursal Growth
From 4K to 39K+ monthly
Conversion Rates
Boosted from 8-13% to 75-96%
Scalable Structure
Built robust account architecture
Enhanced Systems
Improved ASO, SEO, CRO, social, and tech
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