> ## Documentation Index
> Fetch the complete documentation index at: https://docs.innkeepr.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Conversion Signals

## 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.

## 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())

<Info>
  Learn more

  * [Spec: Identify](/connections/spec-identify)
</Info>

**Timeline**

| Milestone                    | Duration                        |
| :--------------------------- | :------------------------------ |
| Initial model training       | 30+ days of historical data     |
| Signal activation            | Immediate after configuration   |
| Model stabilization          | 2-3 training cycles (4-6 weeks) |
| Bidding algorithm adaptation | 14-30 days after activation     |

## 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** <br />
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

<Info>
  Learn more

  * [How to Set Up Conversion Signals on Meta](/guides/how-to-guides/meta)
  * How to Set Up Conversion Signals on Google Ads
  * [How to Set Up Conversion Signals on TikTok](/guides/how-to-guides/tiktok)
</Info>

**Step 2: Define Your Objective** <br />
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

<Info>
  Learn more

  * Objectives
</Info>

**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** <br />
Connect Conversion Signals to destination platforms:

| Platform   | Integration Method                    | Delivery              |
| :--------- | :------------------------------------ | :-------------------- |
| Meta Ads   | Events API (CAPI)                     | Real-time server-side |
| Google Ads | Enhanced Conversions / Google Ads API | Real-time or batch    |
| TikTok Ads | Events API                            | Real-time server-side |
| Amazon Ads | Attribution events                    | Batch postbacks       |

**Step 5: Validate Signal Delivery** <br />
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

## 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

## 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

<Info>
  Learn more

  * [Signal Overview](/guides/signals-and-activation/signal-overview)
  * [Audience Signals](/guides/signals-and-activation/audience-signals)
  * Objectives
  * [Meta CAPI Setup](/guides/how-to-guides/meta)
  * Google Enhanced Conversions Setup
  * [TikTok Events API Setup](/guides/how-to-guides/tiktok)
  * [Spec: Identify](/connections/spec-identify)
</Info>