Signal Engineering for Data Professionals
Modern paid media has changed.
Campaign types like Google Performance Max and Meta Advantage+ rely less on manual targeting and more on the signals you send back to the platform.
That makes conversion tracking more than a technical setup. It becomes part of the learning system.
In this session, Barbara Galiza and Timo Dechau will walk through signal engineering for paid media: how data teams can define the target variable, shape the training data, and align campaign objectives with the outcomes the business actually cares about.
This workshop is hosted by Barbara Galiza and Timo Dechau and sponsored by Voyantis.
What to expect
We will cover:
How modern paid media strategies like Google Performance Max and Meta Advantage+ changed the role of conversion signals
Why signal engineering is not a one-time tracking fix, but an ongoing loop
When signal engineering is worth doing
The design decisions that shape what platforms learn from your data
What to watch once a signal is live
This is a practical session about the tradeoffs behind better conversion signals. Not every setup needs this level of work, but when the conditions are right, signal quality can change what the platform learns to optimize for.
Who should attend
This session is for data professionals, analysts, and growth teams working close to paid advertising and measurement.
It will be especially useful if you work with conversion tracking, value-based optimization, lifecycle data, marketing measurement, or the data pipelines that support paid acquisition.
Bring your questions. We will keep time for Q&A.
About Barbara and Timo
Barbara writes 021 Newsletter on the intersection of marketing data. She's also consulted for brands like Microsoft, Mollie and VEED.io on marketing measurement and analysis.
Timo is one of the leading experts on event data analytics to help build better products and growth initiatives. He has worked with companies like Amplitude, Shimano, Cricut, Nürnberger Versicherung, and Audible.