Create a Signal

Steps

1. Open the signal form

Navigate to Signals in the left sidebar and click Create Signal.

2. Name your signal

• Signal Name — a clear, descriptive label. Include the event and destination in the name (e.g., ClosedWon_GAds_ECL).
• Enabled toggle — leave it off while you are configuring. Toggle on when you are ready to go live.

3. Define the trigger

The trigger selects which event rows from your data qualify as a conversion or business event.

• Table — select the event table you want to monitor (e.g., your deals table, orders table, or subscription events table).
• Filters — add conditions to narrow down to qualifying rows (e.g., Stage = Closed Won, event_name = purchase).

Each qualifying row represents one conversion event that will be sent to the destination platform.

4. Configure user match criteria

User match criteria define which identifier fields BPP uses to connect your events to users on the ad platform.

• Click Add Criteria to select identifier fields (e.g., email, phone, Google click ID).
• The more identifiers you provide, the higher the match rate.

BPP automatically normalises and securely hashes email and phone numbers before sending them.

5. Add a destination

Under Signal Destinations, click Add Destination and configure the target platform:

Google Ads — Enhanced Conversions for Leads

1. Select Google Ads as the Destination App.
2. Set Conversion Type to Enhanced Conversion for Leads.
3. Choose the Google Ads connection.
4. Select the Conversion Action (must be of type "Import — Enhanced Conversions for Leads" in Google Ads).
5. Set the Conversion Value using the formula builder (e.g., 1 × DealValue).
6. Optionally map an Order ID field for deduplication.
7. Map at least one identifier field (email, phone, or click ID).

Meta Ads — Conversions API

1. Select Meta Ads as the Destination App.
2. Choose the Meta connection and Pixel.
3. Select the Event Name (e.g., Lead, Purchase) or enter a custom event name.
4. Set the Value using the formula builder and select the currency.
5. Map at least one identifier field.

You can add multiple destinations to the same signal to push the same events to different platforms at the same time.

6. Save and enable

Click Save to save the configuration. When you are ready to go live, toggle Enabled on. This activates the daily sync schedule.

Tips

• Keep the signal in Draft (Enabled off) to review event counts and check a sample before going live.
• Use the formula builder to align conversion values with your bidding strategy:
  • Pass-through: 1 × Revenue
  • Net-of-tax: 0.78 × GrossRevenue
  • Score-weighted: ActionPredictionScore × 500
• Make sure timestamps in your event table are stored in UTC to avoid attribution errors.
• Name signals clearly — include the event type, platform, and conversion action in the name.