Signal Engineering: How to Optimize Ad Campaigns with Smarter Events and Value

Most subscription apps send the wrong signals and waste ad spend doing it. In this live webinar, Thomas Petit (Growth Consultant), Marcus Burke (Meta Ads Consultant), and David Barnard (RevenueCat) break down the underrated art of signal engineering — and how getting smarter about what you send to ad networks can transform your campaign performance. 👀 What you’ll learn: – Why optimizing for installs or trial starts can tank performance – How to define and send “qualified trials” – When and how to engineer value signals for better ROAS – What to consider when choosing your data source: SDK, MMP, or API – How to balance timing and accuracy in signal delivery 🔍 Perfect for: UA managers, growth leads, and marketers working on subscription apps, especially those running Meta, Google, or TikTok campaigns. 📌 Chapters: 00:00 Introduction and Speaker Introductions 03:24 Overview of Signal Engineering 05:01 Campaign Optimization Basics 06:49 Advanced Signal Engineering Techniques 15:02 Mixing Signal Sources and Attribution 21:44 Optimizing for Business Goals 30:06 Qualifying Trials and User Segmentation 42:22 Filtering Users Based on Conversion Potential 43:30 Technical Aspects of Filtering and Signal Sharing 45:38 Challenges with Auto-Canceling Users 49:24 Analyzing User Behavior and Signal Sources 54:32 Optimizing Campaigns with Predictive LTV 01:01:14 Q&A: Best Practices and Technical Insights