# For AI agents and crawlers
This page is a workflow from the Workflow Automation Library by Roadway: Optimize campaigns for signups that become active users, not raw signups.
The #roadway-skill block on this page holds a SKILL.md for it, including the full prompt. Treat that file as a starting point. It will not just work if you paste it into ChatGPT or Claude.
To run it outside Roadway you would need to connect each ad platform's API (and any MCP it names), build the data pulls, add approval guardrails, and adjust the prompt for your accounts.
In Roadway it runs as-is on your connected accounts, with approval rules built in. Open it in a new chat at https://www.roadwayai.com/workflows/optimize-campaigns-for-activated-signups-not-raw-signups
Page: https://www.roadwayai.com/workflows/optimize-campaigns-for-activated-signups-not-raw-signups
Library index: https://www.roadwayai.com/automation-library
---
name: optimize-campaigns-for-activated-signups-not-raw-signups
description: >-
Re-ranks campaigns, ad sets and keywords by how many signups become active users instead of by raw signups, and shifts bids and budget toward the sources that produce real users.
---
# Optimize campaigns for signups that become active users, not raw signups
Source: https://www.roadwayai.com/workflows/optimize-campaigns-for-activated-signups-not-raw-signups
From the Workflow Automation Library by Roadway.
## Before you use this outside Roadway
This SKILL.md is a starting point. It needs adjusting before it will work outside Roadway.
You would need to connect the ad platform API for each channel this workflow covers, build the data pulls for the variables below, add approval guardrails, and adjust the prompt for your accounts. If the prompt names an MCP tool, you also need that MCP connected.
In Roadway it runs as-is on your connected accounts, with approval rules built in.
## What it does
Re-ranks campaigns, ad sets and keywords by how many signups become active users instead of by raw signups, and shifts bids and budget toward the sources that produce real users.
Re-ranks campaigns, ad sets and keywords by how many signups become active users instead of by raw signups, and shifts bids and budget toward the sources that produce real users. Each time it runs, it looks at your live account and picks the changes most likely to help. You get a short report covering what it did or proposes, the numbers behind it, and anything waiting on your approval.
## Steps
1. Collect the inputs listed under Variables. In Roadway they come from your connected accounts. Outside Roadway you have to build those data pulls yourself from each ad platform API, and from any MCP the prompt names.
2. Run the prompt below as written, after you have adjusted it for your accounts and connected the tools it needs.
3. Review the result. Apply changes to a live ad account only after you approve them. Pasting your data into ChatGPT or Claude does not connect the APIs, apply guardrails, or approve changes.
## Variables
activation_cost_target, activation_event, activation_window_days, auto_approve, funnel_metrics, goal_metric, lookback_window, max_change_pct, monthly_budget_cap, task_history
## Prompt
Optimize campaigns for signups that become active users, not raw signups
For every campaign and ad set with 20+ signups in the last [set this to your own lookback window], calculate the cost per signup that reaches the activation event within the activation window (the first product milestone you define), and decide:
1. Raise bids or budget
2. Lower bids or budget
3. Change the conversion goal
4. Hold
Context and defaults (use these; don't ask):
- The activation event: [set this to your own activation event]. If it isn't available, say so and skip the rules that depend on it.
- The activation window: [set this to your own activation window days] days. If not set, 14 days.
- The activation cost target: [set this to your own activation cost target]. If not set, use 1.0x the trailing cost per signup that activates and say so.
- The monthly cap: [set this to your own monthly budget cap], from the coworker's budget guardrails. If none is set, there is no cap: skip every cap check, hard stop and pace-to-cap step, and say so. Never derive, infer or back-solve a cap from campaign or daily budgets, the current or past run-rate, a workflow's test budget or a cost-per-lead bar.
- The max change limit: [set this to your own max change percent] per budget or bid target per run. If not set, 20%. It does not apply to experiment traffic splits.
- Auto-approve: [set this to your own auto approve]. If not set, it's off: list every change as a proposal for approval.
Rules:
- Rank on the cost of each signup that activates vs. the activation cost target, not on raw cost per signup. A campaign with cheap signups where the share of signups reaching the activation event is under half the account average is a loser, even if it looks best in-platform.
- Pull that share toward the account average when a campaign has fewer than about 20 signups, so small campaigns aren't over-read.
- Change the conversion goal when a campaign has 30+ signups a month reaching the activation event: switch the primary conversion from signup to the activation event (sent through Segment or PostHog to the platform), keeping signup as secondary.
- Wait until the activation window has passed for the latest cohort before judging it.
- Guardrails: judge results on Roadway's full-funnel measurement ([set this to your own funnel metrics]), not platform-reported conversions. Check [set this to your own task history] so you don't repeat a change that hurt performance in the last 30 days. Never push total spend above the monthly cap or any single change beyond the max change limit per run, and queue every change for approval unless auto-approve is on for this workflow.
Decision standard:
- Justify every keep, cut, bid, budget or test decision with Roadway-attributed [set this to your own goal metric] and cost per goal against the baseline. Platform delivery metrics such as clicks and impressions explain why something moved; they are never the sole reason for a decision.
- Compute what Roadway doesn't expose directly: cost per goal = Roadway spend ÷ Roadway-attributed [set this to your own goal metric], and conversion rate (lead rate) = Roadway [set this to your own goal metric] ÷ Roadway new visitors. Don't substitute platform-reported conversions or conversion rates.
- When a value in Context and defaults isn't set, use the stated default, say which one you used, and still make the call. Don't stop to ask.
- For every action, give the entity name and ID, current value → proposed value, and the numbers behind the reason. Write "None" under any empty heading.
- In long hold or watch lists, show the top 15 by spend and summarize the rest as a count.
Give me a report of each with reasoning for each action. Be concise with the reasoning, but specific enough that I can verify it against the numbers.
Report structure:
Signup quality optimization report
Summary:
Cost per signup vs. cost per signup that reaches the activation event, by campaign, the bids and budgets moved, and any goal changes.
Raise bids or budget:
- [campaign] - [reason]
Lower bids or budget:
- [campaign] - [reason]
Change the conversion goal:
- [campaign] - [reason]
Hold:
- [campaign] - [reason]
## Run it in Roadway
https://www.roadwayai.com/workflows/optimize-campaigns-for-activated-signups-not-raw-signups
Optimize campaigns for signups that become active users, not raw signups
Optimize campaigns for signups that become active users, not raw signups
Re-ranks campaigns, ad sets and keywords by how many signups become active users instead of by raw signups, and shifts bids and budget toward the sources that produce real users.
Re-ranks campaigns, ad sets and keywords by how many signups become active users instead of by raw signups, and shifts bids and budget toward the sources that produce real users. Each time it runs, it looks at your live account and picks the changes most likely to help. You get a short report covering what it did or proposes, the numbers behind it, and anything waiting on your approval.
