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Loan Application Completion Rate

Also known as: Loan Completion Ratio, Application Finalization Rate

ConversionkpiFinTech & Banking

Measures the percentage of loan applications that are fully completed by users out of the total applications initiated. It indicates the effectiveness of the application process in converting initiated applications to completed ones.

Business Use Case

Executives use this KPI to identify bottlenecks in the loan application process and implement improvements to increase completion rates.

Business Criticality

High

Journey / Navigation Area

Onboarding

Owning Function

Data Architecture Team

Scope

Session

Formula

(Completed Loan Applications / Initiated Loan Applications) × 100

Calculation Notes

1️⃣ Exclude duplicate applications. 2️⃣ Exclude applications abandoned within 5 minutes. 3️⃣ Treat session timeouts as abandoned applications. 4️⃣ Ensure data integrity by filtering out duplicates. 5️⃣ Monitor session durations for abandonment criteria.

Technical Details

Measure Typepercentage
Aggregation WindowTime based - Daily

Events

PlatformEvent
Google Analytics 4submit_form
Adobeform_submit

Data Mappings

W3 Data Layer
{
  "event": "formSubmit",
  "eventInfo": {
    "type": "form",
    "formName": "loanApplication",
    "eventName": "Loan Application Completion"
  },
  "loanApplication": {
    "status": "completed"
  }
}
GA4 Data Layer
{
  "event": "submit_form",
  "form_name": "loanApplication",
  "form_status": "completed"
}
Adobe Client Data Layer
{
  "form": {
    "name": "loanApplication",
    "status": "completed"
  },
  "event": "formSubmit"
}
XDM Mapping
{
  "_experience": {
    "analytics": {
      "event1": {
        "form": {
          "name": "loanApplication",
          "status": "completed"
        },
        "name": "Loan Application Completion",
        "type": "form"
      }
    }
  }
}

SQL Queries

Google Analytics 4 (BigQuery)
-- ==========================================
-- 1. GOOGLE BIGQUERY SQL
-- ==========================================
SELECT COUNT(CASE WHEN event_name = 'submit_form' AND form_name = 'loanApplication' AND form_status = 'completed' THEN 1 END) AS completed_applications,
       COUNT(CASE WHEN event_name = 'submit_form' AND form_name = 'loanApplication' THEN 1 END) AS total_applications,
       COUNT(CASE WHEN event_name = 'submit_form' AND form_name = 'loanApplication' AND form_status = 'completed' THEN 1 END) / COUNT(CASE WHEN event_name = 'submit_form' AND form_name = 'loanApplication' THEN 1 END) AS completion_rate
FROM `your-project.analytics_123456789.events_*`
WHERE _TABLE_SUFFIX BETWEEN '20230101' AND '20231231';
Adobe Experience Platform (AEP Query Service)
-- ==========================================
-- 2. ADOBE AEP QUERY SERVICE SQL
-- ==========================================
SELECT COUNT(CASE WHEN event = 'formSubmit' AND form.name = 'loanApplication' AND form.status = 'completed' THEN 1 END) AS completed_applications,
       COUNT(CASE WHEN event = 'formSubmit' AND form.name = 'loanApplication' THEN 1 END) AS total_applications,
       COUNT(CASE WHEN event = 'formSubmit' AND form.name = 'loanApplication' AND form.status = 'completed' THEN 1 END) / COUNT(CASE WHEN event = 'formSubmit' AND form.name = 'loanApplication' THEN 1 END) AS completion_rate
FROM aep_dataset
WHERE event_date BETWEEN '2023-01-01' AND '2023-12-31';

Source Data

Digital Analytics

Dependencies

[ "Initiated Loan Applications", "Completed Loan Applications" ]

Report Attributes

Geography Device Type Application Type

Recommended Reporting Views

Views
Loan Application DashboardConversion Metrics Dashboard

Segment Eligibility

true

Governance

Data Sensitivityinternal

Governance

Created bydevyendarm
Created on8/25/2026
Last modified bydevyendarm
StatusPUBLISHED

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