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Mortgage Pre-Approval Start

Also known as: Pre-Approval Start, Mortgage Application Start, Preapproval Started, Loan Prequalification Start, Mortgage Prequal Start, Pre-Approval Funnel Entry, MPA Start

ConversioneventReal Estate Tech

Records the creation of a mortgage pre-approval attempt when a user reaches the first actionable pre-approval application step and the platform successfully initializes an attempt identifier. It measures entry into the pre-approval conversion funnel, excluding marketing-page views, CTA clicks, eligibility previews, and resumptions of an existing attempt.

Event Serialization

once per pre_approval_attempt_id

Business Use Case

The Chief Product Officer reviews pre-approval starts and start-to-completion rates by listing surface, acquisition channel, device, and lender partner. If mobile listing-detail traffic produces strong CTA volume but materially fewer qualified starts, Product investigates initialization latency and form-render failures, while Mortgage Operations redirects eligible traffic toward lender partners with higher handoff and completion performance.

Business Criticality

High

Journey / Navigation Area

Onboarding

Owning Function

Product

Calculation Notes

1️⃣ Count one qualified event per distinct pre_approval_attempt_id after deduplication. 2️⃣ Exclude refreshes, back-navigation, resumptions, unsuccessful CTA clicks, failed handoffs, test traffic, employee activity, known bots, synthetic monitoring, and is_test=true events. 3️⃣ A deliberate restart counts as a new start only with a new attempt identifier; multiple sessions remain one attempt. 4️⃣ Use a 30-minute inactivity threshold for session reporting without creating additional starts. 5️⃣ Attribute events to the initialization timestamp; report enterprise totals in UTC, local timezone for operational views. 6️⃣ Late-arriving events can update historical totals within a seven-day restatement window. 7️⃣ Do not backfill parameters learned after initialization unless using slowly enriched attributes with preserved timestamps.

Platform Events

PlatformEvent
Google Analytics 4form_start
Adobeform_start

Data Mappings

W3 Data Layer
{
  "event": [
    {
      "eventInfo": {
        "eventName": "form_start",
        "eventAction": "start",
        "eventCategory": "form",
        "eventTimestamp": "{{event_timestamp}}"
      },
      "attributes": {
        "term": "{{term}}",
        "medium": "{{medium}}",
        "region": "{{region}}",
        "source": "{{source}}",
        "browser": "{{browser}}",
        "channel": "{{channel}}",
        "content": "{{content}}",
        "country": "{{country}}",
        "form_id": "{{form_id}}",
        "user_id": "{{user_id}}",
        "campaign": "{{campaign}}",
        "event_id": "{{event_id}}",
        "language": "{{language}}",
        "platform": "{{platform}}",
        "form_name": "{{form_name}}",
        "form_step": 1,
        "form_type": "mortgage_preapproval_application",
        "page_name": "{{page_name}}",
        "page_type": "{{page_type}}",
        "site_name": "{{site_name}}",
        "attempt_id": "{{attempt_id}}",
        "event_name": "form_start",
        "is_resumed": false,
        "session_id": "{{session_id}}",
        "campaign_id": "{{campaign_id}}",
        "device_type": "{{device_type}}",
        "environment": "{{environment}}",
        "form_status": "started",
        "anonymous_id": "{{anonymous_id}}",
        "attempt_type": "mortgage_preapproval",
        "loan_purpose": "{{loan_purpose}}",
        "page_section": "{{page_section}}",
        "product_name": "{{product_name}}",
        "event_version": "1.0",
        "page_location": "{{page_location}}",
        "page_referrer": "{{page_referrer}}",
        "property_type": "{{property_type}}",
        "source_system": "Digital Analytics",
        "attempt_status": "initialized",
        "form_step_name": "{{form_step_name}}",
        "is_new_attempt": true,
        "occupancy_type": "{{occupancy_type}}",
        "event_timestamp": "{{event_timestamp}}",
        "interaction_type": "form_start",
        "operating_system": "{{operating_system}}",
        "product_category": "mortgage",
        "consent_analytics": "{{consent_analytics}}",
        "consent_marketing": "{{consent_marketing}}",
        "application_method": "online"
      }
    }
  ]
}
GA4 Data Layer
{
  "term": "{{term}}",
  "event": "form_start",
  "medium": "{{medium}}",
  "region": "{{region}}",
  "source": "{{source}}",
  "browser": "{{browser}}",
  "channel": "{{channel}}",
  "content": "{{content}}",
  "country": "{{country}}",
  "form_id": "{{form_id}}",
  "user_id": "{{user_id}}",
  "campaign": "{{campaign}}",
  "event_id": "{{event_id}}",
  "language": "{{language}}",
  "platform": "{{platform}}",
  "form_name": "{{form_name}}",
  "form_step": 1,
  "form_type": "mortgage_preapproval_application",
  "page_name": "{{page_name}}",
  "page_type": "{{page_type}}",
  "site_name": "{{site_name}}",
  "attempt_id": "{{attempt_id}}",
  "is_resumed": false,
  "session_id": "{{session_id}}",
  "campaign_id": "{{campaign_id}}",
  "device_type": "{{device_type}}",
  "environment": "{{environment}}",
  "form_status": "started",
  "anonymous_id": "{{anonymous_id}}",
  "attempt_type": "mortgage_preapproval",
  "loan_purpose": "{{loan_purpose}}",
  "page_section": "{{page_section}}",
  "product_name": "{{product_name}}",
  "event_version": "1.0",
  "page_location": "{{page_location}}",
  "page_referrer": "{{page_referrer}}",
  "property_type": "{{property_type}}",
  "source_system": "Digital Analytics",
  "attempt_status": "initialized",
  "form_step_name": "{{form_step_name}}",
  "is_new_attempt": true,
  "occupancy_type": "{{occupancy_type}}",
  "event_timestamp": "{{event_timestamp}}",
  "interaction_type": "form_start",
  "operating_system": "{{operating_system}}",
  "product_category": "mortgage",
  "consent_analytics": "{{consent_analytics}}",
  "consent_marketing": "{{consent_marketing}}",
  "application_method": "online"
}
Adobe Client Data Layer
{
  "data": {
    "term": "{{term}}",
    "medium": "{{medium}}",
    "region": "{{region}}",
    "source": "{{source}}",
    "browser": "{{browser}}",
    "channel": "{{channel}}",
    "content": "{{content}}",
    "country": "{{country}}",
    "form_id": "{{form_id}}",
    "user_id": "{{user_id}}",
    "campaign": "{{campaign}}",
    "event_id": "{{event_id}}",
    "language": "{{language}}",
    "platform": "{{platform}}",
    "form_name": "{{form_name}}",
    "form_step": 1,
    "form_type": "mortgage_preapproval_application",
    "page_name": "{{page_name}}",
    "page_type": "{{page_type}}",
    "site_name": "{{site_name}}",
    "attempt_id": "{{attempt_id}}",
    "event_name": "form_start",
    "is_resumed": false,
    "session_id": "{{session_id}}",
    "campaign_id": "{{campaign_id}}",
    "device_type": "{{device_type}}",
    "environment": "{{environment}}",
    "form_status": "started",
    "anonymous_id": "{{anonymous_id}}",
    "attempt_type": "mortgage_preapproval",
    "loan_purpose": "{{loan_purpose}}",
    "page_section": "{{page_section}}",
    "product_name": "{{product_name}}",
    "event_version": "1.0",
    "page_location": "{{page_location}}",
    "page_referrer": "{{page_referrer}}",
    "property_type": "{{property_type}}",
    "source_system": "Digital Analytics",
    "attempt_status": "initialized",
    "form_step_name": "{{form_step_name}}",
    "is_new_attempt": true,
    "occupancy_type": "{{occupancy_type}}",
    "event_timestamp": "{{event_timestamp}}",
    "interaction_type": "form_start",
    "operating_system": "{{operating_system}}",
    "product_category": "mortgage",
    "consent_analytics": "{{consent_analytics}}",
    "consent_marketing": "{{consent_marketing}}",
    "application_method": "online"
  },
  "event": "form_start"
}
XDM Mapping
{
  "_id": "{{event_id}}",
  "eventType": "form_start",
  "timestamp": "{{event_timestamp}}",
  "_experience": {
    "analytics": {
      "customDimensions": {
        "term": "{{term}}",
        "medium": "{{medium}}",
        "region": "{{region}}",
        "source": "{{source}}",
        "browser": "{{browser}}",
        "channel": "{{channel}}",
        "content": "{{content}}",
        "country": "{{country}}",
        "form_id": "{{form_id}}",
        "user_id": "{{user_id}}",
        "campaign": "{{campaign}}",
        "event_id": "{{event_id}}",
        "language": "{{language}}",
        "platform": "{{platform}}",
        "form_name": "{{form_name}}",
        "form_step": 1,
        "form_type": "mortgage_preapproval_application",
        "page_name": "{{page_name}}",
        "page_type": "{{page_type}}",
        "site_name": "{{site_name}}",
        "attempt_id": "{{attempt_id}}",
        "event_name": "form_start",
        "is_resumed": false,
        "session_id": "{{session_id}}",
        "campaign_id": "{{campaign_id}}",
        "device_type": "{{device_type}}",
        "environment": "{{environment}}",
        "form_status": "started",
        "anonymous_id": "{{anonymous_id}}",
        "attempt_type": "mortgage_preapproval",
        "loan_purpose": "{{loan_purpose}}",
        "page_section": "{{page_section}}",
        "product_name": "{{product_name}}",
        "event_version": "1.0",
        "page_location": "{{page_location}}",
        "page_referrer": "{{page_referrer}}",
        "property_type": "{{property_type}}",
        "source_system": "Digital Analytics",
        "attempt_status": "initialized",
        "form_step_name": "{{form_step_name}}",
        "is_new_attempt": true,
        "occupancy_type": "{{occupancy_type}}",
        "event_timestamp": "{{event_timestamp}}",
        "interaction_type": "form_start",
        "operating_system": "{{operating_system}}",
        "product_category": "mortgage",
        "consent_analytics": "{{consent_analytics}}",
        "consent_marketing": "{{consent_marketing}}",
        "application_method": "online"
      }
    }
  }
}
Parameters
{
  "locale": "string - application language and regional locale code",
  "is_test": "boolean - true when generated by an approved test or QA workflow",
  "event_id": "string - globally unique identifier used to deduplicate event delivery",
  "platform": "string - interaction platform such as web, ios, android, or partner_embedded",
  "session_id": "string - unique digital analytics session identifier",
  "campaign_id": "string - approved marketing campaign identifier without free-form personal data",
  "entry_point": "string - specific UI entry that led into the flow, such as header_cta, listing_cta, calculator_result, or agent_referral",
  "flow_version": "string - version of the pre-approval user journey or application schema",
  "handoff_type": "string - native, embedded_lender, redirect, or api-assisted application delivery method",
  "loan_purpose": "string - purchase, refinance, or unknown as known at start time",
  "consent_state": "string - analytics and financial-services consent state recorded when the event was collected",
  "experiment_id": "string - controlled experiment identifier applicable to the start experience",
  "property_state": "string - two-character state or jurisdiction code when supplied before initialization; null when unavailable",
  "event_timestamp": "string - UTC timestamp in ISO 8601 format when the attempt was successfully initialized",
  "occupancy_intent": "string - primary_residence, secondary_residence, investment, or unknown as known at start time",
  "anonymous_user_id": "string - pseudonymous visitor or account identifier; must not contain an email address, phone number, or name",
  "down_payment_band": "string - governed down-payment percentage range; null when unavailable at start",
  "lender_partner_id": "string - governed identifier for the lender or mortgage provider receiving the attempt",
  "experiment_variant": "string - assigned experiment variant applicable to the start experience",
  "referring_event_id": "string - event identifier for the qualifying upstream CTA click or application-entry action when available",
  "server_received_at": "string - UTC timestamp in ISO 8601 format when the collection endpoint received the event",
  "acquisition_channel": "string - attributed acquisition channel at event time, such as paid_search, organic_search, email, affiliate, or direct",
  "application_surface": "string - product surface where the pre-approval flow started, such as listing_detail, mortgage_hub, agent_portal, or saved_home",
  "credit_profile_band": "string - self-reported governed credit range; null when not collected before start",
  "property_price_band": "string - governed property-price range rather than an exact value; null when unavailable at start",
  "authentication_state": "string - anonymous, authenticated, or recognized at the time of initialization",
  "pre_approval_attempt_id": "string - opaque unique identifier for the newly initialized pre-approval attempt",
  "pre_approval_product_type": "string - requested product classification such as conventional, fha, va, usda, or unknown",
  "requested_loan_amount_band": "string - governed requested-loan range rather than an exact value; null when unavailable at start"
}

Source Data

Digital Analytics

Dependencies

[ "mortgage_pre_approval_entry_view", "mortgage_pre_approval_cta_click", "mortgage_pre_approval_step_view", "mortgage_pre_approval_complete", "mortgage_pre_approval_handoff_success", "pre_approval_attempt_id", "session_id", "acquisition_channel", "lender_partner_id" ]

Report Attributes

Event Date Platform Application Surface Entry Point Acquisition Channel Campaign Device Category Authentication State Lender Partner Handoff Type Pre-Approval Product Type Loan Purpose Property State Property Price Band Requested Loan Amount Band Credit Profile Band Flow Version Experiment Variant New vs Returning User

Segment Eligibility

true

Governance

Data Sensitivityrestricted
Contains PIIYes - This Event contains Personally Identifiable Information

Dimensions

Related Dimensions

Event DateEvent TimePlatformApplication SurfaceEntry PointAcquisition ChannelCampaignLender PartnerPre-Approval Product TypeLoan PurposeOccupancy IntentProperty StateProperty Price BandRequested Loan Amount BandDown Payment BandCredit Profile BandAuthentication StateFlow VersionExperimentExperiment VariantHandoff TypeLocale

Derived Entities

Derived Metrics

Mortgage Pre-Approval StartsUnique Pre-Approval StartersPre-Approval Start SessionsNew Pre-Approval AttemptsPre-Approval Starts by Lender PartnerPre-Approval Starts by Acquisition ChannelPre-Approval Starts by Application SurfacePre-Approval Starts Reaching Personal DetailsPre-Approval Starts Reaching Financial DetailsPre-Approval Starts CompletedPre-Approval Starts AbandonedMedian Pre-Approval Completion Time

Governance & Metadata

Created bydevyendarm
Created on9/7/2026
Last modified bydevyendarm
StatusPUBLISHED

GitHub

View File on GitHubcatalog/events/mortgage-pre-approval-start.yml

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