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Signal Types

The type of signal you send is determined by the destination you configure — not by a separate setting on the signal itself. Here is what each destination type does.

Sends first-party CRM data to Google Ads to improve lead conversion measurement and enable value-based bidding.

  • Use case: you have a lead-capture pixel on your website, and you want to enrich it with what happened after the lead came in — deal closure, contract value, subscription start — from your CRM or data warehouse.
  • Required: Conversion Action (Import type), Conversion Value formula, at least one identifier (email, phone, or Google click ID).
  • Optional: Order ID for deduplication — prevents double-counting if both your site pixel and BPP report the same event.

Sends a corrected value for a conversion that was already reported to Google Ads.

  • Use case: update a previously reported conversion after the fact — for example, when a return is processed, a deal renegotiated, or the final invoice amount is confirmed.
  • Required: Conversion Action, Order ID (to identify the original conversion), Restatement Value formula.

Sends in-store purchase events for offline conversion measurement.

  • Use case: brick-and-mortar retailers who want to connect in-store transactions to Google Ads clicks.
  • Required: Conversion Action, Conversion Value formula, at least one identifier.

Meta Ads — Conversions API (CAPI)​

Sends server-side conversion events to Meta Ads to improve measurement accuracy beyond what the browser pixel can capture.

  • Use case: supplement or replace Meta Pixel events with server-side signals enriched with first-party identifiers and values — for better attribution in privacy-restricted environments (iOS, ad blockers, etc.).
  • Required: Meta connection, Pixel, Event Name (e.g., Lead, Purchase), Value formula, Currency, at least one identifier.

API Endpoint​

Sends signal data to any custom HTTP endpoint.

  • Use case: push event data to non-standard platforms or internal systems.
  • Required: configured API Endpoint connection, metric formulas defining what data to send.

Supported identifiers for user matching​

Across all signal destinations, BPP supports the following identifiers to match your events to users on the ad platform:

IdentifierNotes
Email addressSecurely hashed after normalisation (lowercase, trimmed, Gmail rules applied)
Phone numberSecurely hashed after normalisation (international format)
Google click ID (gclid)Captured on your site; allows direct click-to-conversion matching
Google click IDs (gbraid / wbraid)For iOS app-to-web and web-to-app measurement flows
Mobile advertising IDDevice ad ID (no hashing required)
Meta Lead Ads IDMeta Lead Ads form identifier (no hashing required)

The more identifiers you provide, the higher the match rate at the destination platform.

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