Online Loan Application Funnels

This dataset provides detailed, step-level tracking of user journeys through online loan application funnels, including timestamps, device and location data, step statuses, and error information. It enables in-depth analysis of user behavior, identification of process bottlenecks, and optimization of digital lending conversion rates. Ideal for financial institutions seeking to improve their digital onboarding and loan origination processes.

  • last updated 21 Jul 2025
  • by GoMask
The brief that made it

Identifying and analyzing bottlenecks in the digital loan application process

Sample rows

preview · 8 of 200 rows · all 20 columns
funnel_event_idstringfunnel_stepstringstep_duration_secondsfloatgeolocation_citystringuser_idstringsession_idstringapplication_idstringevent_timestampdatetimestep_statusstringdevice_typestringbrowserstringosstringip_addressstringgeolocation_countrystringgeolocation_regionstringloan_amount_requestedfloatloan_purposestringerror_codestringerror_messagestringreferrer_urlstring
FE000001start5.2Los AngelesU0001001S000501A0050012023-09-01T10:02:11ZcompleteddesktopChromeWindows 11192.168.1.23USCalifornia25000personalblankblankhttps://www.google.com
FE000002personal_info19.3Los AngelesU0001001S000501A0050012023-09-01T10:03:00ZcompleteddesktopChromeWindows 11192.168.1.23USCalifornia25000personalblankblankhttps://www.google.com
FE000003review23.5Los AngelesU0001001S000501A0050012023-09-01T10:03:38ZcompleteddesktopChromeWindows 11192.168.1.23USCalifornia25000personalblankblankhttps://www.google.com
FE000004submit14.7Los AngelesU0001001S000501A0050012023-09-01T10:04:16ZcompleteddesktopChromeWindows 11192.168.1.23USCalifornia25000personalblankblankhttps://www.google.com
FE000005start3.1TorontoU0001002S000502A0050022023-09-01T10:12:18ZcompletedmobileSafariiOS 16172.16.0.5CAOntario12000autoblankblankhttps://facebook.com/ad/loan
FE000006personal_info10.8TorontoU0001002S000502A0050022023-09-01T10:12:45ZcompletedmobileSafariiOS 16172.16.0.5CAOntario12000autoblankblankhttps://facebook.com/ad/loan
FE000007review26.3TorontoU0001002S000502A0050022023-09-01T10:13:30ZcompletedmobileSafariiOS 16172.16.0.5CAOntario12000autoblankblankhttps://facebook.com/ad/loan
FE000008submit8.2TorontoU0001002S000502A0050022023-09-01T10:14:00ZcompletedmobileSafariiOS 16172.16.0.5CAOntario12000autoblankblankhttps://facebook.com/ad/loan

What the 200 rows show

from the 200-row sample

Start (funnel step) stands out: mean step_duration_seconds is 5.0, against 15.7 for the rest.

  • 10.6median step_duration_seconds
  • 3device types
  • 4step statuses
  • 5loan purposes
  • 9browsers
  • 10geolocation countries
Mean step_duration_seconds by funnel_step195 rows
020405.0start67 ro…12.4pers…44 ro…26.6fina…11 ro…18.3revi…37 ro…14.1subm…33 ro…13.4comp…2 rows0.0aban…1 rows
step_duration_seconds195 rows, in bands of 5
030603456482817533102545step_duration_seconds →

Median 10.6, from 0.0 to 41.7.

geolocation_city200 rows · top 10 of 26 values
  1. Singapore30
  2. Johannesburg17
  3. Toronto16
  4. Sydney16
  5. Dublin16
  6. New York16
  7. London13
  8. Bangalore10
  9. San Francisco9
  10. São Paulo8
20 columns by typefrom the column list below
  • string 17
  • float 2
  • datetime 1

Columns

20 columns in three groups
blueprint · 20 columns
columntypedescriptionexample
Text 17 columns
funnel_event_idstringUnique identifier for each event in the loan application funnel.uniqueFE000001
user_idstringUnique identifier for the user engaging with the loan application funnel.U0001001
session_idstringUnique identifier for the user's session during the loan application process.S000501
application_idstringUnique identifier for the loan application instance.A005001
funnel_stepstringThe specific step in the loan application funnel (e.g., 'start', 'personal_info', 'financial_info', 'review', 'submit', 'complete').7 valuesstart
step_statusstringStatus of the funnel step (e.g., 'completed', 'skipped', 'error', 'abandoned').completed · skipped · error · abandonedcompleted
device_typestringType of device used during the session (e.g., 'desktop', 'mobile', 'tablet').desktop · mobile · tablet · optionaldesktop
browserstringBrowser used by the user during the session.9 browsers · optionalChrome
osstringOperating system of the user's device.optionalWindows 11
ip_addressstringIP address of the user during the event.optional192.168.1.23
geolocation_countrystringCountry inferred from the user's IP address.10 countries · optionalUS
geolocation_regionstringRegion or state inferred from the user's IP address.optionalCalifornia
geolocation_citystringCity inferred from the user's IP address.optionalLos Angeles
loan_purposestringPurpose of the loan as selected by the user (e.g., 'home', 'auto', 'personal', 'education').5 purposes · optionalpersonal
error_codestringError code if the step_status is 'error'.optionalVAL404
error_messagestringError message or description if the step_status is 'error'.optionalRequired field missing in…
referrer_urlstringURL of the page that referred the user to the loan application funnel.optionalhttps://www.google.com
Numbers 2 columns
step_duration_secondsfloatTime taken by the user to complete the funnel step, in seconds.0 or more · optional5.2
loan_amount_requestedfloatThe loan amount requested by the user at the time of application (if available at this step).0 or more · optional25000
Dates and times 1 column
event_timestampdatetimeDate and time when the event occurred.2023-09-01T10:02:11Z

Use it for

  • median step du…10.6195 rowsmean step duration se…5.0start12.4pers…26.6fina…18.3revi…

    A finance dashboard

    Step_duration_seconds by funnel_step and a breakdown of geolocation_city. Excel, Power BI or Tableau.

  • Why do the 67 start rows have a mean step_duration_seconds of 5.0?

    A root-cause class exercise

    Hand out the rows and one question. The answer is in the data, not in the brief.

  • A software demo

    Believable funnel events with user_id, session_id and application_id to fill a screen in front of a buyer.

Not quite right?

Make it yours.

Same 20 columns, your size and your rules. See 20 rows before you pay.

Preview 20 rows free

1,000 rows: $1.99 · 10,000: $12.99One-time. No subscription. All prices

This dataset200 rows20 columns
Yours1,000 rows20 columnsip_address: UK only

blueprint · online-loan-application-funnels

Behind this dataset

Same schema. As many rows as you need.

These 200 rows came out of a blueprint — 20 columns with generation rules behind each one. Open it in Data Factory to retune a column, add your own, wire in foreign keys, and run it at the size you actually need.

Rules it was built with
  • Each record is a unique application event.
  • Captures timestamp for each stage.
  • User demographic and device info included.
  • Status outcome for each funnel stage.
Rows
Open the blueprint in Data Factory

1 credit per row. Preview 20 rows free. Buy rows for the full run.

Exports
CSV, JSON, JSONL, Parquet, SQL, Excel, TSV, XML
Licence
yours to use, including commercially
API slug
online-loan-application-funnels

More in Finance

Browse all
Also in FinanceCredit Default Early WarningPersonal Finance Budgeting RecordsLoan Default Prediction DatasetAll 1,958 datasets

What should your data show?

Preview 20 rows free
No signup. No card.