[.green-span]Enhanced Metadata Tracking Now Available in Lendflow[.green-span]

That is why Lendflow has introduced Enhanced Metadata Tracking, giving organizations significantly more visibility into how deals are sourced, attributed, segmented, and analyzed throughout the lending journey. With improved UTM support, custom metadata tracking, and flexible link parameter functionality, teams can now track campaign performance with greater precision while creating cleaner operational workflows across marketing, sales, and partnerships.

‍

A Complete Overview of the Enhanced Metadata Feature Set

Lendflow now supports full UTM tracking for every deal, allowing companies to run multiple campaigns simultaneously without overwriting tracking values while also separating external campaign attribution from internal operational tagging.

The enhanced feature set includes support for standard UTM parameters such as source, medium, and campaign, while also allowing organizations to create custom key-value metadata pairs for additional flexibility. This makes it possible to track information like referral codes, partner identifiers, pilot programs, CRM references, or operational tags directly within the deal lifecycle.

Tracking information can now be captured through several methods including embedded widget URLs, API-generated links, and manually created links. Metadata and UTM details are surfaced directly within the deal view, allowing teams to quickly identify attribution details without leaving the application workflow. 

The platform intentionally separates campaign tracking from free-form metadata so companies can maintain clean reporting structures while still preserving operational flexibility. UTMs are designed for standardized reporting and attribution, while custom metadata gives organizations the freedom to define additional tracking structures unique to their business processes.

‍

Better Attribution Across Every Borrower Journey

Modern lending journeys rarely happen through a single touchpoint. Borrowers may interact with a marketing campaign, referral partner, advisor-generated link, or embedded application experience before ultimately completing an application.

Lendflow’s enhanced tracking functionality ensures those attribution details remain connected throughout the process. Supported UTM values can be captured when an application is created and can also be picked up later in the borrower flow if campaign parameters are introduced during the journey. This helps preserve attribution accuracy even when campaigns evolve midstream.

The system also improves visibility within the dashboard experience. Teams can now view UTM parameters directly within the deals table, making it easier to filter pipelines by campaign source or acquisition channel. Inside the Tracking tab, users can review and manage UTM sets alongside additional tracking identifiers and workflow details.

This creates stronger alignment between Lendflow reporting and the marketing attribution frameworks companies already use across platforms like Google Analytics, paid advertising systems, CRMs, and partner ecosystems.

‍

Flexible Metadata for Operations, Partnerships, and Integrations

Beyond marketing attribution, Enhanced Metadata Tracking gives users much more flexibility in how they organize and manage operational data.

Each deal can now store multiple metadata entries using customizable key-value pairs. Teams can use these fields to categorize deals by region, funding program, internal process, referral source, or partner relationships. Because naming conventions are organization-controlled, companies can create standardized tracking systems that align with their own operational structures.

Metadata can be added directly within the dashboard through the Tracking section or synced programmatically through integrations and APIs. This allows CRMs, middleware platforms, dialers, and custom systems to read and write the same metadata fields used within the Lendflow platform.

The functionality also extends into borrower and workflow links. Organizations generating borrower platform links, resume links, or workflow-driven email links can append URL parameters that carry attribution and context into the application process. Even shortened links preserve parameter context so reporting continuity is maintained throughout the borrower experience.

Workflow email templates can also include dynamic links with embedded tracking parameters. This ensures teams can maintain consistent attribution standards across high-volume communication campaigns without relying on manual link creation.

‍

FAQs

‍

What is the difference between UTMs and custom metadata?

UTM parameters are standardized marketing attribution fields used for campaign reporting, such as source, medium, and campaign. Custom metadata is more flexible and allows organizations to create their own key-value pairs for operational tracking, referrals, partner IDs, or internal categorization.

‍

How are UTMs captured in Lendflow?

UTMs can be captured through embedded widgets, API-generated application flows, manually generated borrower links, and workflow email links. The system can also detect UTM-style parameters later in the borrower journey to preserve attribution accuracy.

‍

Can metadata be managed through integrations and APIs?

Yes. Metadata can be created, updated, and synced through Lendflow integrations and APIs, allowing external systems like CRMs or middleware platforms to manage the same metadata fields visible in the dashboard.

‍

Where can teams view tracking information inside the platform?

Tracking information is available directly within the deal Tracking tab, and UTM parameters can also be surfaced within the deals table for filtering, reporting, and segmentation.

‍