Short answer
Group ads by the problem each trial user wants to solve, send clicks to a matching sign-up page, track sign-ups with the Pixel and Conversions API using one event ID for deduplication, and start on Clicks. Switch to a Conversions campaign optimised to sign-ups once the event fires reliably.
Setup
- Install the Pixel on the sign-up flow and send the sign-up from your server via Conversions API
- Use the same event ID in both
- Keep the oppref parameter through redirects into the app
- Create ad groups per use case with specific context hints
- Launch on Clicks, then clone to Conversions
Measure beyond sign-up
- Activation (first key action) in your product analytics
- Trial-to-paid in your billing system
- Compare by utm_campaign, since Ads Manager reports only events you send
Questions
Can we optimise for trial-to-paid?
Only standard events are supported for optimisation. Send "purchase" when a trial converts if it happens within the attribution window; otherwise judge it in your own analytics.
Facts checked against the sources below on 12 October 2026. Platforms change quickly: if something here no longer matches what you see, tell us and we will update it.
