About the session
Value-based bidding is only as good as the signals behind it. Most teams send conversion events to Meta and Google, but few send the right value signals, and fewer still ensure those signals are clean, deduplicated, and consistent.
This recording walks through how signal engineering connects to bidding performance, and what it takes to actually move from volume optimisation to value optimisation.
What you'll learn
From conversions to value signals
Barbara Galiza and Timo Dechau walk through how value-based bidding works on Meta and Google, and explain why signal quality, not just signal volume, determines how well the algorithm can optimise toward high-value customers.
How value-based bidding works and why signal quality determines performance
The most common signal problems that break value optimisation
How to connect CRM or product data to send value back to ad platforms
How to validate your setup and measure whether signals are improving results
What's covered
The full signal engineering stack for value-based bidding
The session covers the technical and strategic layer, from how value signals flow through the funnel to how they reach the algorithm:
- How bidding algorithms use value signals and what happens when they're wrong or missing
- Deduplication and coverage gaps that silently reduce signal quality
- Conversion value rules in Meta and Google and when to use them
- CRM and product data integration to send LTV-based values back to platforms
- Validation frameworks to confirm signals are working before you scale
Who it's for
Teams moving from volume to value
Performance Marketers
Paid media leads running Meta or Google campaigns who want to shift toward value-based bidding and understand the signal requirements.
Data & Analytics Teams
Analysts and data engineers responsible for tracking architecture who need to understand what signals platforms actually need.
Growth Teams
Teams trying to improve CAC and LTV outcomes but struggling to connect customer value data to their acquisition channels.
No deep technical knowledge required. Basic familiarity with Meta Ads or Google Ads is enough.
Recording details
Watch at your own pace
Duration
55 minutes
Format
On demand
Recorded webinar
Recorded
May 2026
Access
Free
Email required
About the hosts
Barbara Galiza
Barbara started her tech career as a growth lead in different startups. She then spent nearly 10 years as an independent consultant, helping companies improve marketing performance with data initiatives. She writes about marketing measurement and analytics at 021 Newsletter.
Timo Dechau
Timo started his career in building products at some of Europe's fastest-growing companies before focusing on product and marketing measurement. He has spent the last several years as an independent consultant, helping data and marketing teams build strategic measurement systems.