Signals
Signals are scheduled deliveries of event-based conversion data from your data warehouse to your ad platforms. Use them to close the loop between your CRM and offline business data and your Google Ads or Meta Ads campaigns.
What you can use signals for
- Offline conversion attribution — send conversion events that happen outside the browser (e.g., a deal closing in your CRM, a subscription renewal, an in-store purchase) so Google Ads and Meta Ads can attribute them to the right campaigns.
- Value-based bidding — send numeric values (deal amounts, predicted LTV, net revenue) to power Smart Bidding and help ad platforms optimise for high-value outcomes, not just volume.
- CRM lifecycle events — push status changes (e.g., Lead → Qualified → Closed Won) to ad platforms for attribution across the full sales funnel.
- AI-powered conversion values — use BPP's AI model scores (purchase propensity, predicted LTV) as conversion values so your bidding strategy optimises for future value, not just past behaviour.
How signals work
Each signal connects three things:
- Trigger — the event table and filter conditions that identify which events qualify (e.g., rows in your deals table where
Stage = Closed Won). - User match — the identifier fields (email, phone, click IDs) used to match your events to users on the ad platform.
- Destinations — the ad platform connections receiving the data, each configured with the conversion action, value formula, and identifier mapping.
On each daily run, BPP reads the qualifying events from your data, computes the conversion value using your formula, and pushes the data to your configured destinations.
Signal lifecycle
| Status | What it means |
|---|---|
| Draft | Configuration in progress. No runs are triggered. |
| Ready | Enabled and scheduled. BPP runs the signal daily. |
| Running | A sync is currently in progress. |
| Complete | Last run completed successfully. |
| Partial Complete | Run completed but some events failed to push. |
| Error | The run failed. Check the destination for details. |
| Suspended | Paused by you. No new runs until re-enabled. |
Conversion value formula
Signal destinations with numeric value fields (e.g., Conversion Value in Google Ads, Value in Meta CAPI) use a value formula to compute what to send per event.
The formula multiplies two values together: <operand> × <operand>
Each operand can be:
- A fixed number (e.g.,
1,0.8,500). - A numeric field from your data (selected from a dropdown).
Examples:
1 × DealValue— pass the deal value through unchanged.0.78 × GrossRevenue— send revenue after a 22% tax deduction.ActionPredictionScore × 500— weight a fixed value by the AI prediction score.
In this section
- Signal Types — the kinds of signals you can create.
- Create a Signal — step-by-step instructions.
- Manage Signals — edit, pause, duplicate, and delete signals.