About the session
Your Performance Max or Advantage+ campaigns look healthy. You're hitting your target CAC, the volume is there, and nothing on the dashboard is obviously broken.
Then sales tells you the leads are worthless, or trials are up and activation is flat. The usual reading is that this is a funnel problem: fix the nurture, fix onboarding, add more sales follow-up. That's the wrong diagnosis, and an expensive one to hold.
The platform optimises toward whatever signal you send it. Send a flat "lead" or "trial started" and it goes and finds the cheapest ones it can, because that's what you asked for. The people who don't convert aren't leaking out of the funnel. They're exactly who you ordered.
Barbara Galiza will walk through why this happens and what to do about it, with Timo Dechau on the data engineering side: what has to exist in your setup before you can send a value the platform can actually bid on.
What to expect
Live webinar, October 20
Hosted by Barbara Galiza, with Timo Dechau joining for the data section. 45 minutes of presentation, then 15 minutes of live Q&A.
See why "what you send is what you get" decides who your campaigns go and find
Judge whether predicted value is even the right move for your business
Know what has to exist in your data setup before you can send a value
Walk into your next data-team conversation asking for something specific
What we'll cover
Better signals beat better targeting
We'll cover:
- Why automated buying makes the signal the main thing you still control, and the control you gave up to get there
- What a flat CPA target actually costs you: the $100 lead a $5 CAC ceiling never lets in, and the averaged-CAC blind spot that hides it
- When predicted value is worth it (long sales cycles, value that varies a lot across users) and when it isn't
- The practical difference between tCPA and tROAS, and why you can't run tROAS without value data
- The five things that have to exist before you can send a predicted value: a warehouse tied to click IDs, a model, an upload pipeline, ROAS reporting, and a named owner
- The narrowing risk, and the two outcomes you can actually test: better users at the same spend, or the same users for less
Predicted value isn't a default playbook. If your conversions land inside the attribution window, or your customer value doesn't vary much, this is probably not worth the effort. It isn't a setting, marketing can't do it alone, and it takes iteration. We'll be clear about where it fits and where it doesn't.
Who it's for
Built for the people who own the budget
Marketing leads & budget owners
For marketing leads, growth and performance marketers, and marketing ops running Performance Max or Advantage+, or about to.
Data & analytics support
For the data and analytics people supporting those decisions, though the session is framed for the marketing side of the table throughout.
Especially useful if your campaigns hit target CAC but sales says the leads are worthless, trials are up but activation is flat, you tried value-based bidding and it didn't stick, or you're about to ask your data team for something and aren't sure what to ask for. No coding required. Bring your questions, we'll keep time for live Q&A.
Event details
Save your seat
Date
Oct 20, 2026
Tuesday
Time
12:00 PM ET
6:00 PM CEST · 9:00 AM PT
Format
Live webinar
45 min + 15 min Q&A
Seats
Free
Capped at 200
About the hosts
Barbara Galiza
Barbara leads marketing measurement strategy at Propel. Over the past 10 years she has helped brands like Microsoft, Mollie, and VEED.io answer the question every marketer dreads: what is actually driving results?
Timo Dechau
Timo leads data engineering at Propel. He builds the tracking systems marketing teams wish they could trust, and has done it for companies like Amplitude, Shimano, Cricut, and Audible.
Barbara leads the session end to end. Timo joins for the data section: what has to exist in your setup, and why the value pipeline has to be built and QA'd before you trust it.