​
What Are Conversion Signals?

Conversion Signals are model-generated predictions of incremental conversion impact - estimating how likely a specific marketing treatment (like an ad click, email, or CRM touchpoint) caused a user to convert, rather than them converting anyway. Unlike surface-level attribution or engagement-based metrics, Conversion Signals help you quantify causality, not correlation. They allow you to:
  • Understand which treatments actually move the needle
  • Compare performance across channels or campaigns
  • Optimize for incrementality, not vanity metrics

​
Step 1: Connect Your Data

To generate conversion 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.)
Data can be ingested from:
  • 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 Conversion Signals

Once data is flowing and your objective is defined, Innkeepr’s platform will automatically generate individual-level treatment effect scores. These scores tell you:
  • Whether a specific user’s conversion was caused by the treatment
  • How much additional value (e.g. revenue, LTV) the treatment generated
You can then analyze results by:
  • Channel, campaign, or ad set
  • Audience or user cohort
  • Timing and sequencing of treatments
Signals are continuously updated as new data flows in and models are retrained - so your insights stay fresh and adaptive.

​
Step 4: Stream Conversion Signals to Media Platforms

Once generated, Conversion Signals can be streamed directly to your media platforms to power smarter bidding and better campaign optimization. By syncing causal impact scores in real-time, you ensure that only incremental conversions are reinforced and optimized for.

​
Google Enhanced Conversions API

Innkeepr integrates with the Google Enhanced Conversions API to send enriched, privacy-safe conversion data that includes:
  • User identifiers (e.g. gclid, optional: hashed emails)
  • Incrementality-weighted conversion values: Each conversion is adjusted based on its estimated causal lift, so Google receives a value that reflects true business impact, not just last-touch attribution.
This enables:
  • More accurate value-based bidding in Google Ads and DV360
  • Smarter optimization toward users who wouldn’t have converted otherwise
  • Reduced spend on low-impact or cannibalized audiences

​
Additional Destinations

Conversion Signals can also be synced to other ad platforms (e.g. Meta, TikTok, Criteo) via server-side integrations or CDP pass-throughs - ensuring a consistent causal measurement layer across your performance stack.

​
What’s Next

For practical examples of how to apply Conversion Signals, see our Use Cases Guide.