Table of Contents
Turning Product Registrations Into Ad Platform Signal
- Product registrations, warranty claims, rebate submissions, and post-purchase forms are verified retail purchases with a real identity attached, and most brands never send them anywhere that moves media.
- Getting that data into Meta, Google, and TikTok isn't a simple sync with an API. Identity has to be resolved, DTC orders have to be suppressed so you don't double count, and every event has to be formatted to be biddable rather than just recorded.
- Brij Signal works as a single gateway between the data you already collect and every platform you want it in, which means one integration on your side instead of a separate build and a permanent maintenance job per channel.
Introduction & Context
Imagine you, a consumer, are on the market for a new power drill. After browsing for a bit at Home Depot, you select a drill and check out.
At home, you open the box and discover a QR code on the front page of the manual, directing you to scan in order to register your product for a 10-year warranty.
You scan, register your product, confirm your 10-year warranty, and are then sent to the main homepage of the app which offers how-to videos and highlights complementary products for sale.
This is a familiar flow - many of us have worked through it dozens of times before.
In flows like these, a brand can identify customers by name, in addition to capturing their email address, the model purchased, the date of purchase, and potentially more information, depending on what the flow asks for as proof of purchase. Though invaluable for lifecycle and loyalty teams, the data often stops there.
Ad platforms - Meta, Google, and TikTok - are unable to see this purchase data. They’re unable to target lookalike audiences that represent a brand’s full buyer base, suppress retail and Amazon buyers from new customer acquisition campaigns, and wholly unable to optimize ad delivery towards campaigns that are effective in driving retail sales instead of DTC conversions.
Sending retail and Amazon marketplace purchase data to ad platforms isn’t easy. It requires significant data cleanup and structuring in order for platforms to accept and leverage this data. Cleaning, structuring, and implementing this data pathway is referred to as “sending signal” to ad platforms. If you’re new to the concept of signal, we recommend reading our 2026 Guide to Signal first.
If you’re a brand that’s already collecting first-party and/or purchase data from your retail and Amazon customers, and you’re wondering how Brij Signal would work for your brand, this article is for you.
Let’s dig in.
Why Signal Matters: Performance without Signal
Ad platforms serve your ads and optimize them based on data that comes from an associated pixel - a snippet of code placed on your website that tracks visitor behavior from click to cart checkout. If you run an omnichannel brand that sells 20% DTC (via your website) and 80% via retail, your ad platforms are only optimizing their ad delivery based on that 20% of data that flows through your pixel.
All of the purchases that happen at Walmart, Target, in grocery, or on Amazon are completely invisible to your ad platforms; they aren’t tracked on your pixel. When platforms can’t see these conversions, they assume they aren’t happening.
For example, you may be running an ad campaign that’s extremely effective at driving sales in retail, but the Meta dashboard shows nominal conversions. Meta doesn’t know that the viewers of these ads have gone on to purchase in retail. In this circumstance, Meta’s only possible assumption is that this campaign is ineffective. From the performance marketer’s perspective, conversion cost looks astronomical, and so the campaign is shut off. There is, undoubtedly, a cost to this lack of signal.
But if your brand is already capturing first-party buyer data (ex: via warranty registration, hosted rebates, or some other existing program), you have access to extremely valuable data that could be improving you advertising efficiency. You just need to turn that raw data into signal that the platforms can understand.
Why Signal Matters: Performance with Signal
Once you begin sending retail and marketplace purchase signal to your ad platforms, there are 3 core benefits:
Attribution is Reclaimed
Once verified purchases fire back to ad platforms and get matched to the people who saw your ads, sales that were already happening finally get counted and tied back to the campaigns that drove them. Reported ROAS goes up right away, not because anything about your media changed, but because you stopped hiding most of the outcome from the system measuring it.
Ad Delivery Improves
At the same time, those same purchase events retrain Meta, Google, and TikTok to optimize toward total sales instead of just the DTC slice it could see before. The model starts looking for all people who might buy your product, rather than people who might buy your product on your website.
Audiences Are Optimized
Whether or not a purchase ever traces back to an ad, by sending signal, you're handing the platforms a stream of confirmed buyers who were net-new to your account there.
You can retarget them for replenishment and cross-sell, seed lookalikes off actual purchasers instead of site visitors, and suppress existing customers so prospecting budget goes toward people who've never bought. This audience optimization begins as soon as signal starts flowing.
Signal Is Harder Than a POST Request or Basic API Call
A POST request is a way for one system to send data to another system over the internet, usually through an API. When brands first consider sending signal to ad platforms, they often assume that they can just send customer information straight to each platform’s API. Truthfully, it’s not that simple.
In order for ad platforms to understand data as signal:
- The person has to be resolved and anonymized: Repeat registrations and prior touchpoints need to collapse into one customer view, so a shopper who's registered three products reads as one profile with three purchases instead of three strangers. Additionally, the buyer’s identity must be hashed.
- Your DTC orders have to be suppressed: Because your pixel has already reported DTC purchases, you must suppress these from your data pass. If for example, the product registration data you send to ad platforms include registrations submitted by DTC buyers, you inflate reported ROAS on sales you were already tracking, further confusing the algorithm.
- The channel has to be classified and value has to be assigned: If the retail channel information is provided at the point of data capture, Target, Amazon, Walmart and the rest stay separable downstream, which is what makes retailer-level audiences and reporting possible later. Purchase value comes from the fields you send or from a SKU-to-price map if you don't have order value handy.
- The event has to be biddable, not just recorded: Every platform wants a different payload shape and holds a different definition of what an offline purchase even is. On some, a custom event name can't be bid on at all. On others, an offline event only becomes biddable through one specific setup. Mistakes in this data structuring step often go unrealized, because platforms won’t flag this to you.
After a custom data pass is built for each platform, there are typically two more issues that arise later:
- Offline events normally carry PII only, without an IP, user agent, and click ID. When sent through your main event stream, these offline events can drag down account-level match quality, damaging platform performance. This is typically why brands stop trying to send signal on their own, and instead use a solution like Brij Signal. Significant data work needs to be done in order to place these events in their own stream, score them separately, and enrich them with the proper session identifiers.
- Platforms change frequently, requiring considerable technical rebuild efforts. On top of that, there needs to be a dedicated resource tracking this data flow to make sure everything looks correct and no errors pop up that damage performance.
Brij Signal for Brands with Existing Data Capture Solutions
If your team is already capturing first-party buyer data from retail and Amazon (or other marketplace) purchases, Brij Signal is the easiest solution for successfully sending that data to Meta, Google, and TikTok with precision.
Brij Signal resolves buyer identities, suppresses DTC matches, assigns purchase value, classifies channel, formats the event the way each destination requires, and distributes it. Brij sets up all of these data configurations, and when platforms have changes in their data requirements or API setups, Brij handles that for you without any change to your payload.
To get started with Brij Signal, most brands with existing registration flows choose one of four integrations for a data pipe:
- A Klaviyo or Shopify flow: Your registration event fires a webhook to Brij. No engineers are needed, and we can build the flow inside the platform with you.
- Server to server: A direct API call to the Brij registrations endpoint. This offers the lowest latency, and the most control.
- iPaaS or CDP: Zapier, n8n, Segment, mParticle, Tealium, or Make can be used.
- A nightly batch: We can work with SFTP, CSV, Google Sheets, or a warehouse sync out of Snowflake or BigQuery.
The only other setup step is granting Brij partner access in each ad platform's business manager, which takes just a couple of minutes. You keep ownership of the account, the pixel, and the audiences. Brij sends signal into assets you already control and never owns any of it.
After that, signal flows.
How Brij Transforms Data to Signal
Behind the scenes, Brij Signal does the heavy lifting of cleaning up your data and then distributing it to each platform in the proper format.
Identity Resolution, Suppression, and Enrichment
- Normalization and Anonymization: Brij transforms consumer Pll into a secure, anonymous format, so the data cannot be read by anyone in transit.
- Profile Resolution: Brij collapses repeat registrations and prior touchpoints collapse into a single customer view, so each shoppers record is consolidated in each profile, and the aggregated data improves subsequent signal.
- DTC Suppression: Brij cross-checks against your ecommerce orders and drops any registration that matches a purchase your pixel already reported. Alternatively, if you already ask where the consumer purchased, we filter out self reported DTC orders.
- Channel Classification: If the retail channel is captured at registration, Brij classifies it in our profile database and Target, Amazon, Walmart, and others stay separable downstream.
- Purchase Value Assignment: Brij assigns purchase value from the fields you send, or from a SKU to price map.
Precise Distribution per Platform
- Data Formatting: Brij handles data formatting for each platform. Every platform wants a different payload shape, a different event taxonomy, and holds a different definition of what an offline purchase even is.
- Data Structuring: Brij sends the data in a format that is biddable for ad platforms, scoped and named so that the platform can optimize against it, and the match quality of your offline signal is scored separately from that of your web pixel.
- Data Flow: Brij sends the data from your source of record to each ad platform. You only need to set up one integration (i.e. passing the data to Brij), then Brij handles passing the data to each individual ad platform.
- Transaction-Level Deduplication: Brij ensures that purchases are never counted twice.
- Event Timing Management: Set by Brij to fulfill each platform’s data freshness limit and appropriately within your set attribution window.
Build-It-Yourself vs Brij Signal
If you’ve made it this far and are still considering building these data pathways yourself, here’s a quick build-versus-buy comparison.
Data Quality
Data Deduplication
- Without Brij: Because your pixel already reports DTC orders, sending raw registration data without cleanup will communicate multiple purchase events to Meta when there really was only one. Duplicated conversions cause ROAS inflation and misguide the algorithm. In order to avoid this, you need to build order ingestion in addition to a matching solution.
- With Brij: Brij filters out self-reported DTC purchase data, along with cross-checking against ecommerce data to drop any registrations that are an exact match.
Identity Resolution and Anonymization
- Without Brij: Your team will need to build a solution that turns each registration into an anonymized identity, and appropriately consolidates repeat registrations into single-identity profiles.
- With Brij: Brij consolidates repeat registrations and prior touchpoints into single customer profiles, so you can see a full buyer’s history in addition to sending it as an appropriately hashed (anonymized) identity to the ad platforms.
Match Quality
- Without Brij: Typically, your offline event data only carries PII (name, email/SMS) without IP, user agent, or click ID data. You’ll need to build a system that scores event data separately from your web pixel, and enriches each event with whatever session identifiers you captured at registration. Sending this data without enrichment can drag down account-level match quality.
- With Brij: Brij’s system creates a unique event type so match quality is scored separately from the data that fires through your web pixel, then enriches each event with the session identifiers captured.
Structuring & Passing Data to Ad Platforms
Unique Builds per Platform
Each platform has unique needs when it comes to structuring, sending, and receiving data.
- Without Brij: Your team will need to build a separate integration for each ad platform, each with its own auth model, payload schema, hashing spec, validation rules, and deprecation calendar.
- With Brij: Your team sets up one simple integration that passes customer data to Brij, and Brij then handles structuring and cleaning the data properly before passing to each ad platform.
Event Setup and Maintence
- Without Brij: You’ll need to build custom/offline events within each platform and scope them appropriately so they are biddable. If this is done incorrectly, your events might land in your account (thus making your team think the setup was a success), but the platforms won’t optimize against them. They won’t tell you that, either.
- With Brij: Brij creates the correct custom events for each platform and passes the data correctly so the data can inform optimization algorithms.
Regular Updates Required
Platforms frequently update how they’d like to receive data, which requires brands to update what they’ve built for data pass on a regular basis.
- Without Brij: Your team will own updates and rebuilds each time platforms roll out updates to their conversion tracking systems or offline data ingestion infrastructure.
- With Brij: Brij handles this for you, making the necessary updates and QA’ing them to ensure high-quality data pass.
What Data You’ll Share with Brij for Sending Signal
Only two short fields are required: an email or a phone number, and a purchase date. A registration timestamp works as a backup if you don't have the purchase date.
Everything past that is optional, but recommended:
- Sharing retailer or channel data, and you can begin retailer-level targeting and reporting.
- Share SKU or product ID and order value, and we can assign real purchase value.
- Send a registration ID or transaction ID, and we’ll ensure you have the cleanest, most de-duped data possible.
- First name, last name, zip, and country all raise match quality for better performance outcomes
Session identifiers (IP, user agent, and platform click IDs like fbclid, ttclid, and gclid) are some of the trickiest.
Brands almost never capture these when they try to pass signal themselves, and they’re significant for a high quality match rate.
Getting Started
If you're already running a registration program, a warranty flow, a rebate, or a post-purchase survey, you've done the hard part. You solved the thing most brands are still stuck on, which is getting a retail shopper to tell you who they are.
You're just not activating that data in order to improve paid media efficiency.
Brij is the easiest and fastest solution for transforming first-party retail and marketplace buyer data into deterministic signal that improves Meta, Google, and TikTok performance.
In 15 minutes, we’ll walk you through Signal and our super-fast setup. Book a call here.
