Conversion Signals

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Overview

Conversion Signals are incrementality-weighted conversion values sent to advertising platforms. Instead of passing raw transaction amounts to bidding algorithms, Innkeepr adjusts conversion values based on each touchpoint’s incremental conversion contribution.

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Prerequisites

Data Requirements Conversion Signals require four data inputs for treatment effect modeling and value adjustment: Event data – Behavioral interactions including conversion events with values (purchases, signups, subscriptions) from:

• Innkeepr.js (client-side tracking)
• Server-side APIs (backend events, transaction data)
• CDP integrations (Segment, RudderStack, mParticle, Braze)
• Data warehouses (BigQuery, Snowflake, Redshift)

Treatment exposures – Marketing touchpoint data showing which users were exposed to which treatments, captured through:

• UTM parameters (automatically parsed)
• Platform click IDs (gclid, fbclid, ttclid)
• Referrer data and campaign identifiers

Conversion values – Transaction amounts or value proxies:

• Order values (revenue, margin, or custom value)
• Lead scores or qualification values
• Subscription values (monthly, annual, LTV-based)

User identifiers – Matching keys for attribution:

• First-party cookies (automatically collected by innkeepr.js)
• User IDs and email addresses (sent via innkeepr.identify())

Timeline

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Use Cases

Innkeepr supports three primary use cases for Conversion Signals: Value-Weighted Bidding Adjust conversion values based on incremental touchpoint contribution, training platform algorithms to bid higher for users with high treatment effects and lower for users who would likely convert without ad exposure. Example: A €100 order from a user with 80% predicted incremental lift passes as €80. A €100 order from a user with 30% predicted lift passes as €30. Best for: Campaigns optimized for value (tROAS, value-based bidding) where incremental revenue matters more than total attributed revenue. Incrementality-Aware CPA Optimize cost-per-acquisition toward truly incremental conversions by reshaping the conversion signal stream. Instead of weighting individual conversions, Innkeepr removes low-incrementality conversions that would have happened without ad exposure and adds synthetic conversion events for high-value sessions that didn’t convert but demonstrated strong incremental response. Example: A user converts after an ad click but had high baseline purchase intent—this conversion is removed from the signal stream. Meanwhile, a session that didn’t convert but showed strong incremental engagement receives a synthetic conversion event, training the algorithm to value similar sessions. Best for: Campaigns optimized for conversions (tCPA) where true incremental acquisition matters more than attributed conversion counts. Step 1: Verify Platform Integration
Conversion Signals are delivered through Innkeepr’s platform integrations. Verify the following connections are active:

1. Meta: Pixel integration with innkeepr_conversion event configured
2. Google: Offline conversion upload via Google Ads API
3. TikTok: Pixel integration with conversion events configured
4. Amazon: Attribution events via Marketing Cloud

Step 2: Define Your Objective
The objective function defines what outcome Conversion Signals optimize for. Treatment effect calculations - and therefore value adjustments - maximize incremental impact on this objective. Examples:

• Revenue within 7 days of ad exposure
• 90-day CLV for new customers
• Subscription value for trial conversions
• Margin-adjusted order value

Step 3: Select Optimization Type

1. Choose how Innkeepr optimizes your conversion signals:
   • Conversion optimization – Reshapes the conversion event stream to train platform algorithms toward incremental conversions. Low-incrementality conversions are removed; synthetic events are added for high-value sessions.
   • Conversion value optimization – Adjusts conversion values based on predicted treatment effects. High-incrementality conversions pass full value; low-incrementality conversions pass reduced values.
2. Choose based on your bidding strategy: conversion optimization for tCPA campaigns, conversion value optimization for tROAS campaigns.

Step 4: Activate Platform Delivery
Connect Conversion Signals to destination platforms: Step 5: Validate Signal Delivery
After activation, verify signals are received correctly:

1. Check platform event managers for incoming events
2. Compare Innkeepr-sent values against platform-reported values
3. Verify event deduplication is working (no double-counting)
4. Monitor delivery success rates in Innkeepr dashboard

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Best Practices & Optimization

Testing Recommendations

• Run A/B tests comparing incrementality-weighted signals against raw conversion values
• Use campaign splits: control campaign with standard tracking, test campaign with Conversion Signals
• Allow 30-60 days for platform algorithms to adapt to new value distributions

Platform-Specific Considerations

• Meta: Pixel signals should include all standard parameters (event_id, user_data) for optimal matching
• Google: Enhanced Conversions require hashed user data for identity matching
• TikTok: Events API requires consistent event naming across web and server-side

Common Pitfalls

• Not allowing sufficient learning time - platforms need 2-4 weeks to adapt bidding to new value distributions
• Misaligned objectives - ensure the objective function matches your actual business goal

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Troubleshooting

Signals Not Appearing in Platform Issue: Conversion events not showing in platform event manager Solutions:

• Verify server-side tracking is correctly implemented
• Check API credentials and permissions
• Confirm event naming matches platform expectations
• Review Innkeepr delivery logs for failed requests

Value Mismatch Between Innkeepr and Platform Issue: Platform-reported values differ from Innkeepr-sent values Solutions:

• Check for currency conversion differences
• Review value rounding or truncation in platform settings

Low Match Rates Issue: Platform matching fewer conversions than expected Solutions:

• Verify user identifiers (email, phone) are correctly hashed
• Ensure all ad accounts have been connected to Innkeepr
• Ensure first-party cookies are being captured
• Review platform identity matching requirements

Signal Quality Issues Issue: Conversion signals performance doesn’t improve over baseline Solutions:

• Ensure all ad accounts have been connected to Innkeepr
• Verify objective function aligns with actual business goals
• Check that sufficient conversion volume exists (300+ monthly conversions recommended)
• Allow more training cycles - early models have wider confidence intervals