{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Price Power","title":"5: Barbara Galiza: 5 Golden Rules for Conversion Events","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/7594808b\"></iframe>","width":"100%","height":180,"duration":2693,"description":"Barbara Galiza (HER, Microsoft, WeTransfer, Mollie) breaks down how subscription apps should structure conversion events, clean up broken tracking, and send the right signals into Meta and Google to improve ROAS. She shares her five golden rules for event design, why most apps send way too many signals, and how speed, value, and PII massively improve match rates. We also cover predictive value (without overbuilding LTV models), why strategy failures masquerade as measurement problems, and how fast event sending boosts attribution quality across platforms.\nWhat you’ll learn\nThe optimal 3-event conversion structure for Meta/Google (and why tracking more hurts performance)\nWhy speed of event delivery is one of the strongest levers for match quality & cheaper CPAs\nHow to incorporate value signals (trial filters, buckets, predicted value) without full LTV modeling\nWhy using PII (hashed email/phone) dramatically improves attribution & optimization\nHow to separate measurement vs. optimization data so each system actually does its job\nLightweight ways to identify high-value users early and filter out low-quality trials\nWhy Meta-reported ROAS doesn’t matter unless your business metrics move too\nHow to diagnose whether you have a strategy problem or a measurement problem\nWhy small apps should use holdouts & blended metrics instead of over-complicated attribution setups\nHow fast event sending helps platforms reconnect the full click → browser → app → purchase chain\n\nKey Takeaways\nKeep it to ~3 conversion events. Event tracking is “free,” but every extra event adds maintenance, confusion, and breakage. For ad platforms, you rarely need more than:a top-funnel/engagement event (e.g. survey completion),\nsignup/registration (first PII),\ntrial start (earliest strong revenue proxy).\nDesign the event ladder from value, not vanity. Early events show intent; signup lets you pass PII; trial start is the closest thing to revenue that usually falls inside platform lookback windows.\nFire...","thumbnail_url":"https://img.transistorcdn.com/zQmNoGN5MuGeMOqTvMb2DuPbwhjQUVEJ-q54eTGsg0c/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS8zMDkx/MTljNmYxN2FkNGFm/NDIwOWMyNzU0MmQ1/M2ZjZC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}