What Are Audience Signals?
Audience Signals are custom audiences built using treatment effects - model scores that estimate the incremental impact of a marketing action (the “treatment”) on an outcome (like purchase or signup) at the individual user level. Audience Signals let you identify users who are most likely to convert because of a marketing treatment - enabling more efficient prospecting, re-engagement, and suppression strategies.Step 1: Connect Your Data
To generate audience signals, Innkeepr requires Event- Event data (page views, purchases, etc.)
- Treatment exposures (clicks, email opens, CRM touches)
- Cookies and identifiers (first-party cookies, user ID, email, device ID, etc.)
- Innkeepr.js (the primary starting point for any implementation)
- CDPs like Segment, RudderStack, or Braze
- Data warehouses (e.g. BigQuery, Snowflake)
- Your server or backend event streams
Step 2: Define Your Objective
The objective function represents the business outcome that your signals are optimized to improve. This can be a binary event (e.g. conversion) or a numeric value (e.g. revenue or LTV). All audience and conversion signals are generated to reflect causal impact on this specific objective, ensuring alignment between model outputs and business goals.Step 3: Generate Audience Segments
Based on treatment effect scores, you can configure dynamic audience segments optimized for your objective. During this step, you’ll:- Choose an audience type – such as acquisition seed (lookalike), retargeting, or exclusion
- Select the objective function – defined in Step 2 (e.g. conversions, CLV) to ensure the segment reflects causal impact on that outcome
- (Optional) Link to existing campaigns – so the audience model can learn from historical engagement and traffic data
Step 4: Activate Across Destinations
Audience Signals will be synced to your media platforms automatically:- Meta (Facebook/Instagram)
- Google Ads or DV360 via Google Analytics 4
- TikTok Ads
- Criteo
- Amazon (Marketing Cloud and DSP)