In the competitive world of app growth and user acquisition (UA), the quality and quantity of signals sent to your UA channels can make or break your campaigns. Whether it’s SDK integrations, Conversion API (CAPI) data, or Mobile Measurement Partner (MMP) events, the richness of these signals defines your ability to optimize and scale effectively. Let’s explore why signal growth is vital and how standard and custom events play a pivotal role.

What Are Signals in UA?

Signals are the data points shared with advertising platforms, providing insights into user behavior, campaign performance, and downstream events. These signals enable platforms like Meta, Google, TikTok, and Applovin to optimize ad delivery, targeting, and bidding in real-time.

The three main sources of UA signals are:

1. SDK Events: Embedded in your app, SDKs send key events directly to UA platforms or MMPs.
2. CAPI (Conversion API): A server-to-server integration that transmits offline or server-side events directly to platforms, bypassing user-device limitations.
3. MMP Events: Facilitated by MMPs, these ensure accurate attribution and allow you to centralize event management across UA platforms.

The Role of Signal Growth in UA

1. Improved Optimization
   Platforms rely on signals to identify high-value users and fine-tune their algorithms. Rich, frequent signals (e.g., purchases, sign-ups, level completions) provide the data needed to optimize delivery towards your KPIs. Without robust signals, campaigns may struggle to find the right audience or deliver the desired ROI.
2. Better Attribution
   Signal growth enhances the accuracy of attribution by providing more granular and timely data. This ensures credit is assigned to the right channel, helping you reinvest in high-performing campaigns.
3. Scalability
   With better signals, UA platforms can confidently scale your campaigns. Strong event data allows for expanded audience targeting and broader reach while maintaining efficiency.
4. Future-Proofing Amid Privacy Changes
   Privacy-first environments (e.g., iOS 14+ and Android Privacy Sandbox) have reduced reliance on deterministic tracking. Signal growth through CAPI and aggregated event measurement becomes crucial to compensate for the signal loss caused by these changes.

Standard Events vs. Custom Events

Standard Events

Standard events are predefined by advertising platforms and MMPs, covering common in-app actions like:

• Install
• App Open
• Add to Cart
• Purchase
• Subscribe

Using standard events ensures compatibility and consistency across platforms. They are critical for core UA performance but can sometimes limit your ability to capture nuanced user behaviors.

Custom Events

Custom events are tailored to your app’s specific goals and user flow, allowing for deeper insights and optimization opportunities. Examples include:

• Level Complete (for gaming apps)
• Trial Converted
• Purchase Init
• Subscription Upgrade

Custom events help differentiate high-value users from casual ones, enabling better segmentation and personalized targeting. They also allow you to focus on metrics unique to your app’s monetization strategy.

How to Grow Signals Effectively

1. SDK Integration
   Ensure your SDKs (from MMPs or UA platforms) are fully integrated to track all relevant standard and custom events. Regularly audit your integration to avoid data gaps.
2. CAPI
   Implement CAPI to send server-side data, improving signal reliability in environments with limited device-level tracking. Platforms like Meta and Google prioritize CAPI signals for optimization.
3. Key Events
   Work with your team to identify the most impactful events in your user journey. Map these events to both standard and custom definitions to maximize their utility.
4. MMP
   MMPs like AppsFlyer or Adjust provide the infrastructure to manage and grow your signal footprint across multiple channels. Utilize their tools for event deduplication, fraud detection, and deeper analytics.
5. A/B Test Events for Signal Quality
   Experiment with different custom events to determine which deliver the best predictive value for LTV, retention, or other KPIs. Regularly refine your event strategy based on findings.

Conclusion

Signal growth is not just a technical requirement but a strategic imperative for modern UA campaigns. By leveraging SDKs, CAPI, and MMP events, and focusing on both standard and custom events, you equip your UA channels with the data they need to optimize performance, scale campaigns, and drive sustainable app growth.

In an ever-changing landscape of privacy regulations and platform updates, staying ahead with a robust signal strategy will ensure your app remains competitive and profitable.