7 Ways Brij Signal Helps Performance Marketers Lower CAC and Raise ROAS

If you run paid media at an omnichannel brand, you're working to:

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• Lower CPMs
• Lower CPA
• Raise purchase value (AOV)
• Raise ROAS

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The challenge is that Meta, Google, and TikTok Ads only see a slice of the sales your ads drive. When a shopper sees your ad and then buys at Target, Walmart, Amazon, or TikTok Shop, the platform never hears about it. That sale doesn't count toward your ROAS, doesn't lower your CPA, and gives the algorithm nothing to learn from.

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So you report on, and optimize toward, only your DTC buyers. For most omnichannel brands, that's only ~20% of the people actually buying.

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How Brij Signal Works for Paid Media

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Brij Signal identifies retail and marketplace buyers when they engage with a rebate, warranty registration, sweepstakes, or receipt upload. Brij verifies each purchase, then sends it to Meta, Google, and TikTok Ads as a server-side conversion event with hashed buyer identity, purchase value, retailer, SKU, and purchase date.

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For performance marketers, that does two things. Your campaigns finally get credit for the retail sales they drive, and your ad platforms get far more verified purchase data to optimize on. You decide, campaign by campaign, how much of that optimization to turn on.

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7 Ways Performance Marketers Use Brij Signal

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The first play starts on its own as soon as Signal is set up. Plays 2 through 6 are automatic, algorithmic optimizations you can turn on for any campaign you choose. Play 7 is a manual call that Signal's new visibility makes possible.

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1. Get credit for the retail and marketplace sales your ads drive

Brij attributes verified retail and marketplace purchases back to the Meta, Google, and TikTok campaigns that influenced those buyers. Revenue that used to be invisible now flows into your CPA and ROAS calculations, so the metrics you're measured on reflect your full impact, not just DTC.

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This reporting starts automatically once Signal is live. No campaign changes required.

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2. Drive more retail and marketplace sales

Want your ads to move product at Target or on Amazon? Create dedicated campaigns that optimize for retail and marketplace purchase events. Meta, Google, and TikTok Ads then use Brij's verified buyer data to find more people likely to buy your products off-site.

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3. Drive more total sales across every channel

For brands that care about total revenue, not just one channel, set campaigns to optimize for both DTC and retail and marketplace purchase events. The algorithm learns from your full buyer base and goes after sales wherever they happen.

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4. Suppress existing retail buyers to focus on new customers

Without Signal, prospecting campaigns pay new-customer prices to reach people who already buy your product in stores. Add retail and marketplace buyers to suppression audiences, and your acquisition budget goes toward genuinely net-new customers.

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5. Retarget retail buyers to drive repeat purchases

The flip side of suppression: your retail buyers are now an addressable audience. Build retargeting campaigns around replenishment, cross-sell, and higher-AOV bundles aimed at people who have already proven they buy your products.

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6. Build lookalikes from verified buyers

Lookalikes are only as good as their seed audience. Instead of seeding with site visitors or a small DTC buyer list, use verified retail and marketplace purchasers. Meta, Google, and TikTok Ads get a much larger, more representative picture of your real customer, which sharpens targeting and expansion.

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7. Shift budget toward campaigns that are actually winning

Some campaigns look weak in platform reporting because most of the sales they drive happen in stores. Without Signal, you might cut their budget or turn them off.

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Campaign-level retail attribution shows which campaigns are actually driving off-site sales. That lets you move budget toward what's working across every channel, instead of pulling back on a campaign that was quietly paying off.

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What This Looks like in Practice

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When ad platforms can finally see retail and marketplace buyers, paid media performance looks very different. Results vary by brand, category, and setup.

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• Skullcandy sells heavily through retail, so most of its buyers never showed up in its ad accounts. After sending verified offline purchases through Brij Signal, Skullcandy saw 32% more attributed conversions on Meta with an Offline EMQ of 9.87/10, 50% more conversions tracked on Google, and 40% more on TikTok.
• Turtlebox sells most of its speakers through dealers. With Brij Signal, Turtlebox reported a 64% conversion uplift on Meta, 45% on TikTok, and 12% on Google. "Brij Signal is going to be especially helpful for us heading into the holidays," said Jenna Calhoun, Marketing Director at Turtlebox.

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The pattern is the same in both cases. The sales were always happening. Signal made them visible to the platforms, and to the people judging paid media performance.

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Every Ad Dollar, Measured against Every Sale

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Performance marketers are judged on CPM, CPA, AOV, and ROAS. For omnichannel brands, those numbers have always been calculated on a fraction of the real buyers.

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Brij Signal changes the math. Your campaigns get credit for retail and Amazon sales. Your ad platforms learn from verified buyers instead of a DTC slice. And you decide, campaign by campaign, whether to optimize for DTC, retail, or both.

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Book a demo to see how Brij turns retail and marketplace sales into ad signal.

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