Teach ad platforms what a good lead looks like
Ad platforms can only optimize toward what they're told. Signal activation sends them your lead quality and value data, so they can look for more of your best customers.
What is signal activation?
Signal activation is the practice of sending your own first-party data, such as lead quality, conversion value, and audience segments, to ad platforms and marketing tools. It puts what you've learned to work, so campaigns can use it.
Why insight alone doesn't change results
Scores and reports only help once they change what runs. A model that identifies your best leads does nothing for your campaigns if the ad platforms never see its output.
Signals are also hard for competitors to copy. Every advertiser can use the same platforms and targeting options, but only you have your own data about which leads become customers.
What's included
Lead quality and value signals sent to ad platforms
Send ad platforms data about which leads were qualified and what they were worth, so their algorithms can learn from real outcomes.
Audience syncs and reverse ETL
Move audiences and data from your warehouse or CRM into ad platforms and marketing tools, and keep them updated automatically.
Bid strategy and conversion value optimization
Choose bid strategies that match your goals, and set conversion values that reflect what each outcome is worth.
How we approach signal activation
1. Choose the signals
Pick the outcomes closest to revenue that happen often enough for platforms to learn from.
2. Connect the data
Link your CRM, warehouse, and ad platforms within your consent and privacy rules.
3. Send and verify
Start sending data, and confirm the platforms receive and match it.
4. Adjust your bidding
Move campaigns to value-based strategies, then monitor the results.
How this connects to the loop
From Prediction
Scores and values provide the signals worth sending.
To Acquisition
Better signals help ad platforms find better prospects in the next cycle.
Common questions
What is reverse ETL?
Reverse ETL moves data out of your data warehouse and into the tools your team uses, such as ad platforms and CRMs. It runs in the opposite direction of a standard data pipeline.
What signals should we send to ad platforms?
Start with the outcomes closest to revenue that happen often enough for platforms to learn from, such as qualified leads. You can add more detailed values from there.
Is it safe to send customer data to ad platforms?
It needs care. Data is typically hashed before it's sent, but hashed emails and phone numbers can still be matched to people, so it should only be used in line with your consent and privacy rules.
How long until signals improve our campaigns?
It varies. Platforms need time and enough conversions to learn, so allow for a learning period before judging the results.
Talk to us about signal activation
Tell us where your marketing stands today, and we'll show you what to do first.