Destinations Overview
A destination is an ad platform you send your results back to. Once connected, Signal Sparrow automatically forwards your paying-customer conversions to it — so the platform learns what a good customer looks like and finds more of them.
Why forward conversions?
Ad platforms optimize toward whatever you tell them is valuable. If all they see is "someone signed up," they'll find you more signups — including the ones who never pay. When you send them real revenue instead, they start finding more paying customers, which typically lowers your cost per customer over time.
Signal Sparrow sends this data server-side (often called a Conversions API, or CAPI). Compared with an old-fashioned browser pixel, server-side delivery:
- Isn't lost to ad blockers or browser privacy features.
- Deduplicates cleanly, so your pixel and Signal Sparrow don't double-count.
- Carries real revenue, not a blank $0 event.
Supported platforms
| Platform | Guide |
|---|---|
| Meta (Facebook & Instagram) | Meta Conversions API |
| Google Ads | Google Ads |
| Google Analytics 4 | Google Analytics 4 |
| TikTok | TikTok Events API |
| LinkedIn CAPI |
How to connect
On the Destinations page, pick a platform and either:
- Connect with OAuth — sign in to the platform and approve access (recommended), or
- Enter credentials manually — paste the required IDs and keys if you prefer.
You can connect as many destinations as you like. See Connect Your First Destination for the walkthrough.
Privacy is built in
Before anything is sent, personal details like email addresses are hashed (scrambled) so they can't be read. Only meaningful revenue events are forwarded — never raw page views — so the data platforms receive is high quality and privacy-safe.
Next
- Event Mapping & Values — choose which events to send and what value to attach
- Delivery Monitoring — see that everything is arriving