5: Barbara Galiza: 5 Golden Rules for Conversion Events скачать в хорошем качестве

5: Barbara Galiza: 5 Golden Rules for Conversion Events

Barbara Galiza (HER, Microsoft, WeTransfer, Mollie) breaks down how subscription apps should structure conversion events, clean up broken tracking, and send the right signals into Meta and Google to improve ROAS. She shares her five golden rules for event design, why most apps send way too many signals, and how speed, value, and PII massively improve match rates. We also cover predictive value (without overbuilding LTV models), why strategy failures masquerade as measurement problems, and how fast event sending boosts attribution quality across platforms. What you’ll learn: • The optimal 3-event conversion structure for Meta/Google (and why tracking more hurts performance) • Why speed of event delivery is one of the strongest levers for match quality & cheaper CPAs • How to incorporate value signals (trial filters, buckets, predicted value) without full LTV modeling • Why using PII (hashed email/phone) dramatically improves attribution & optimization • How to separate measurement vs. optimization data so each system actually does its job • Lightweight ways to identify high-value users early and filter out low-quality trials • Why Meta-reported ROAS doesn’t matter unless your business metrics move too • How to diagnose whether you have a strategy problem or a measurement problem • Why small apps should use holdouts & blended metrics instead of over-complicated attribution setups • How fast event sending helps platforms reconnect the full click → browser → app → purchase chain Key Takeaways • Keep it to ~3 conversion events. Event tracking is “free,” but every extra event adds maintenance and confusion. For ad platforms, you usually just need: a top-funnel/engagement event (e.g. survey completion), signup/registration (first PII), trial start (earliest strong revenue proxy). • Design the ladder from value, not vanity. Early events show intent; signup lets you pass PII; trial start is the closest thing to revenue that still fits inside most lookback windows. • Fire events fast. The shorter the delay from click → event, the easier it is for Meta/others to probabilistically match the user. • Predictive value is about ranking users. The goal: out of 100 trials, which ~30 are likeliest to convert? Use first-24–48h feature usage, plan views, and return sessions to separate high- vs low-value users. • If you don’t send value, platforms chase cheap installs. Without a quality or revenue proxy, bid models optimize for the lowest-CPI users. • Deduplicate client + server events intentionally. If “signup” is sent from SDK, MMP, and CAPI, use one deduped “master” event for optimization and keep source-specific events for debugging. Check that SDK_signup + CAPI_signup ≈ the unified event. • Pass PII where allowed. Emails, login IDs, names, location, and device info (when legally + policy-compliant) greatly improve matching and attribution now that IDFA and deterministic linking are limited. • Separate optimization data from decision data. Events in Meta/Google exist mainly to help their algorithms bid, not to give you perfect causal measurement. Use them for bidding/creative tests; use incrementality and holistic metrics for budget decisions. Links & Resources • Fix My Tracking: https://fixmytracking.com/ • 021 Newsletter: https://www.021newsletter.com/ • Barbara Galiza on LinkedIn:   / barbara-galiza   00:00 Cold open – predictive trials & why sending events fast matters 00:28 Intro to Price Power Podcast & Barbara’s background (HER, Fix My Tracking) 02:00 How to think about attribution & scaling campaigns in 2025 03:05 Golden Rule #1 – Why you shouldn’t track more than 3 conversion events 05:45 The ideal 3 events for subscription apps (survey, signup, trial start) 08:00 Trials, lookback windows & why you need predictive value for subs 11:30 How advanced apps model predicted revenue / LTV from early actions 13:30 Guardrails over perfection – simple ways to avoid cheap but low-value installs 15:30 Golden Rule #2 – Fire events within 24 hours (and why speed boosts attribution) 18:15 Client-side vs server-side events & “signal engineering” for higher value trials 21:00 Golden Rule #3 – Including value data with simple user value buckets 23:15 Golden Rule #4 – Deduplicating events across SDK, MMP & CAPI 27:30 Do you still need an MMP? Typical setups for mobile subscription apps 30:30 Golden Rule #5 – Passing PII (email, IDs, device data) to improve match rates 34:00 How much lift better PII & matching can create in Meta and other platforms 37:00 Fingerprinting, ATT, and what might change next in mobile attribution 38:15 What a small–mid subscription app’s Meta tracking setup should look like 40:15 Measurement vs optimization – using Meta for bidding vs real performance 42:00 When it’s not a measurement problem but a strategy problem 43:00 Barbara’s “Fix My Tracking,” Zero One newsletter & where to find her