Google Ads

Web Advertisers

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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:

• GCLID (Google Click Identifier): The most critical ID for matching ad clicks to conversions. Must be captured and persisted from the user's click on a Google ad.
• Email / Phone / Address (hashed): Used when GCLID is missing, supported via Enhanced Conversions for Leads (must be implemented with the Google Tag Manager).

Match rate quality:

• With GCLID and hashed identifiers: typically 85–98%

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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.

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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  + App

For both web and app advertisers, Churney sends conversion events to Meta via the Conversions API (CAPI).

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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.

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