Google Ads
Web Advertisers
Churney sends server-side conversion events directly to Google Ads using the Google Ads API. This enables precise value-based optimization (e.g., tROAS) for web campaigns.
Key identifiers used:
Match rate quality:
- With GCLID and hashed identifiers: typically 85–98%
App advertisers
Churney supports app advertisers through Firebase-linked setups by sending predictive conversion events via the Google Ads Measurement Protocol. This is the only supported method for enabling value-based bidding (like tROAS) for app campaigns.
MMP connection
Google does not support tROAS optimization via Mobile Measurement Partners (MMPs).
While tROAS is not supported for imported third-party data, you can still use other bidding strategies like Target CPA (Cost Per Acquisition) or maximize conversions, which are compatible with imported conversion data. Churney recommends working with tROAS campaigns.
Key identifiers used:
- app_instance_id (Firebase): The primary ID used to associate in-app conversions with Google Ads clicks
- User_Pseudo_ID: Used in Firebase to uniquely track a user session across events
- GAID / IDFA: Used for attribution and debugging; not required when Firebase is linked
Match rate quality:
- When Firebase is correctly implemented and linked: typically 95%+
- Any indirect or delayed routing significantly lowers matchability, which is why MMPs are excluded from some value-based bidding paths
Value Adjustments: Add/Subtract Logic
Churney utilizes the UploadConversionAdjustments endpoint to refine value signals over time:
- Add value for upsells, renewals, or extended LTV
- Subtract value for churns, returns, or lower-than-expected usage
- Modify conversion time when user value is recognized later in the lifecycle
This ensures Google’s smart bidding is continually learning from updated, accurate outcomes rather than static assumptions.
Meta
Web Advertisers
Churney integrates with Meta Ads by sending predictive conversion events directly to Events Manager via the Conversions API (CAPI). These events can be configured as custom conversions, enabling value-based optimization strategies across web campaigns.
Key identifiers used:
- FBC / FBP: Meta click and browser identifiers for matching ads to conversions
- Email / Phone / Address (hashed): Used when FBC/FBP are missing, improving resilience
- App-scoped User IDs : Ensure consistent event attribution across devices and sessions ; Referred to as useragent or external ID
Match rate quality (EMQ):
Meta evaluates the quality of event matching through a metric called Event Match Quality (EMQ), which is displayed on a 0–10 scale in Events Manager.
- Relevant identifiers: FBC, FBP, email, phone, address, and app-scoped user IDs
- Score meaning: Higher EMQ scores (8–10) indicate strong matchability between events and Meta user profiles, while lower scores (0–3) suggest missing or weak identifiers
- Scope: EMQ applies only to CAPI events, not pixel events, and is a direct measure of how well-enriched your server-side events are
- Typical range with Churney: 8–9 when identifiers are implemented fully, ensuring high attribution reliability and stable optimization
App Advertisers
Churney integrates App signals in a 2 step process
Churney → MMP
- Churney can send predictive conversion events into your Mobile Measurement Partner (MMP) (e.g., AppsFlyer, Adjust, Singular).
- These events typically include custom in-app events (e.g., churney_predicted_value, churney_high_LTV_user) enriched with value fields (currency + amount).
- From the MMP’s perspective, they look like any other in-app event and are tracked at the user level.
MMP → Meta
- The MMP forwards conversion events to Meta via its own server-to-server integrations (sometimes called “MMP-to-Meta integrations”).
- Imported events can be used for reporting and attribution.
We help you in each step of the way
Once you onboard Churney, we provide you access to our Churney webapp. There, you will have access to a guided step-by-step on how to connect Churney with each ad platform in a seamless way.
