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Welcome to Innkeepr. This guide helps you understand what Innkeepr does, how it works, and what steps to take to get your first signals live.

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What is Innkeepr?

Innkeepr is a marketing analytics platform that uses causal inference to measure the true incremental impact of your advertising. Instead of relying on attribution models that count conversions regardless of whether ads caused them, Innkeepr predicts which users will convert because of your ads-and optimizes your campaigns accordingly. The result: Audience signals that target truly incremental users, and conversion signals that train platform algorithms toward real business impact.

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How Innkeepr Works

Innkeepr operates in four stages:
  1. Collect Data Innkeepr.js captures behavioral data from your website—page views, product interactions, conversions, and user identities. Platform connections bring in campaign exposure data from Google, Meta, and other channels.
  2. Train Models Causal models analyze which users were exposed to which campaigns and what outcomes they achieved. The models estimate individual treatment effects: the predicted incremental impact of showing an ad to a specific user.
  3. Generate Signals Treatment effect scores become actionable signals—audience segments ranked by predicted incrementality, and conversion values weighted by causal contribution.
  4. Optimize Platforms Signals sync directly to your ad platforms. Audiences guide targeting toward high-incrementality users. Conversion signals train bidding algorithms to prioritize truly incremental conversions.
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Your First Steps

Complete these tasks to get Innkeepr up and running:
1

Invite Your Team

Decide who needs access to Innkeepr-typically marketing leads, performance managers, and developers responsible for implementation.
  1. Go to Settings > Workspace Settings > User Management
  2. Click + Invite Team Member
  3. Enter email addresses separated by commas
  4. Click Invite
2

Complete the Installation

Follow the Installation Guide to set up tracking and connect your platforms. The installation covers:
  • Subdomain setup for first-party tracking
  • Innkeepr.js installation via Tag Manager
  • Conversion tracking with revenue data
  • User identification with email
  • Platform connections (GA4, Google Ads, Meta Ads)
Timeline: Most installations are completed within 1-2 hours.
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3

Validate Your Data

After installation, verify that data is flowing correctly:
  1. Navigate to Events in the Innkeepr app
  2. Confirm page events appear from website visits
  3. Confirm conversion events appear with revenue property
  4. Confirm identify calls appear with email trait
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4

Create Your First Audience

Once data is flowing, create your first audience signal:
  1. Go to Audiences
  2. Click Create
  3. Enter a name
  4. Select the destination platform (Google Ads, Meta Ads)
  5. Choose your conversion goal
  6. Select the audience type (Seed, Retargeting, or Exclusion)
  7. Click Create
Innkeepr will notify you when the audience is populated and ready to use in your ad platform.
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5

Enable Conversion Signals

Stream incrementality-weighted conversion values to your ad platforms:
  1. Go to Signals
  2. Click Create
  3. Enter a name
  4. Choose the conversion event to adjust (must include revenue)
  5. Select the destination platform
  6. Click Create
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What You Can Achieve

Innkeepr enables four primary use cases: Acquisition – Better Lookalikes Seed audiences contain users with the highest predicted incremental response. Platforms use these seeds to find similar prospects, improving acquisition efficiency compared to traditional lookalikes based on converters. Retargeting – Incremental Re-engagement Retargeting audiences identify users who interacted with your brand but haven’t converted, and who are predicted to respond incrementally to additional touchpoints. Reach users who need the nudge, not users who would convert anyway. Spend Protection – Smart Exclusions Exclusion audiences identify users with low or negative incrementality-people who would convert without ad exposure or who are unlikely to respond regardless. Exclude them to reduce wasted spend and ad fatigue. Bidding – Incrementality-Weighted Conversions Conversion signals adjust the values sent to platform bidding algorithms. High-incrementality conversions pass full value; low-incrementality conversions pass reduced value. This trains algorithms to prioritize users and placements that deliver true causal impact.

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What to Expect

Here’s a typical timeline from installation to live signals:
TimeframeMilestone
Day 1Installation complete, data flowing
Day 2-3Initial events validated in Event Debugger
Week 1-2Sufficient data for first model training
Week 2-4Models training, predictions stabilizing
Week 4+First audiences populated, ready for campaigns
Note: Signal quality improves over time. Early implementations may have wider confidence intervals. After 2-3 model training cycles (4-6 weeks), predictions stabilize and signal performance improves measurably.

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Help & Support

Documentation Browse the helpdesk for detailed guides on specific topics-platform setup, troubleshooting, best practices. Contact Reach out to your Innkeepr contact or support@innkeepr.com for implementation questions or technical issues.

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Next Steps

Ready to dive deeper? Explore these guides:
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