CPL
The cost per lead in Moroccan finance is artificially low when duplicates and non-bankable leads are not filtered out. A real CPL requires upstream deduplication and a qualification aligned with the bank's eligibility criteria.
SECTOR
Finance & Insurance
Acquisition cost measured from the first impression to account opening.
From ad click to account opening: the journey tracked step by step, leads qualified before they enter the bank's CRM, and cost per account opened as the indicator.
- 01Ad click
- 02LeadCPL
- 03Branch visit
- 04KYC verification
- 05Account openingCPCO
SECTOR CHALLENGES
From click to account: four indicators to steer acquisition
CPA
The CPA reported by the platforms never reflects the real acquisition cost of a banking client. Between the completed form and the opened account, attrition often reaches 70-80%. Only a CPA matched against accounts actually opened gives a number you can decide on.
CPCO
Cost per account opened is the indicator that decides in this sector. It covers the full chain: media spend, lead processing cost, branch visit, KYC verification and account activation. It is the only indicator that allows an objective comparison of channels against each other.
Branch visit → account opening visibility
The banking lead is followed from the ad click to the actual account opening at the branch. Appointment, visit, validation, activation: each step is tied back to its source campaign as soon as the bank shares its data. You then see which channels send prospects who sign.
WHAT WE INSTRUMENT
Four metrics that drive the system
Leads counted without matching against accounts opened0
Leads without first-contact time tracked0
Disciplines integrated per sector6
Investment committed before tracking is in place0
WHAT WE DEPLOY
Six disciplines integrated across the banking acquisition cycle
- 01
Banking lead qualification
Every lead is evaluated against the bank's eligibility criteria before it enters the bank's CRM: risk profile, product of interest, geographic zone. Qualified leads go to the assigned advisors; non-eligible leads are set aside.
- 02
Offline attribution, from branch to account
Campaign data is matched with the bank's CRM to follow the lead from the ad click to account opening at the branch. Each step is dated: first contact, branch visit, KYC verification, account activation. The matching is done every day.
- 03
Budget split by product
Each financial product (consumer credit, mortgage, current account, insurance) has its own tracking and its own cost per account opened. Budget is arbitrated every day toward the products and channels that open accounts, not those that fill in forms.
- 04
Banking offer monitoring
Ad monitoring records the ads of banks and insurers every day: promotional offers, advertised rates, messages, formats. A new financial product launched in Morocco shows up from its first ads.
- 05
Regulation-compliant creative production
Every creative respects the regulatory framework of the Moroccan financial sector: mandatory legal disclaimers, effective rates displayed, subscription conditions visible. Compliance is part of production; it is not checked after the fact.
- 06
Follow-ups by product
Follow-ups are built step by step, by product and decision stage: after a simulation, a branch invitation, a reminder of required documents, a follow-up after the appointment. They are meant to move the prospect forward without depending on the advisor's availability.
FAQ
Frequently asked questions
01How do you handle legal mentions for financial products in campaigns?
Every creative, script and landing page is checked before going live: mandatory mentions, accurate interest rates, risk disclosures for savings and investment products. Legal comes in from the creative brief, which avoids back-and-forth in production and platform suspensions.
02Do you work with Moroccan banks and insurers?
Insurance is among Sandbox's client sectors, and the same method applies to a bank, a credit institution or a fintech. It suits long journeys and heavily regulated products: attribution follows the lead into the CRM, and compliance comes in from the brief.
03How do you measure media impact on long-cycle products (credit, savings)?
Through an attribution pipeline that connects the ad impression to the bank's or insurer's CRM. Conversion is followed beyond the lead: actual subscription, KYC validation, account activation. Cost per account opened replaces cost per lead, which is often misleading on these products.
04Can you set up tracking on the site (simulators, journeys)?
Yes, it is central. Tracking covers the whole journey (credit simulator, appointment request, completed file, KYC validation) while respecting visitor consent (GDPR, Consent Mode), and attribution cleanly links each media channel to the steps actually completed.
OTHER SECTORS
Explore our other sector expertise
What an opened account costs you, channel by channel
The conversation looks at your acquisition journey, from click to opened account, and at what the bank can share to measure cost per account opened.