Unsigned: the data layer behind Meta Ads that grow sign-ups and subscribers
Unsigned helps electronic music producers pitch their tracks to labels, DJs and curators. We built the data infrastructure for the platform and used it to run Meta Ads that grow user sign-ups and paying subscribers.
- Client
- Unsigned
- What they do
- AI demo pitching for electronic music producers
- Goal
- More sign-ups and paying subscribers
- What we did
- Data infrastructure, tracking and Meta Ads
- Platforms
- Google Tag Manager, GA4, Meta Ads
- Live since
- September 2026
What they needed
Unsigned grows when producers sign up and then move onto a paid plan. Meta Ads drive much of that growth, but Meta and GA4 each tell part of the story, on their own terms, and they don't agree with each other.
To spend well on Meta, Unsigned needed to know which ads brought in people who actually signed up and paid, see the whole path from first visit to subscription in one place, and reach people again based on how far into the funnel they had already gone.
What we built
The tracking, the warehouse and the reconciliation first. The ads run on top of it.
-
01
Advanced Google Tag Manager setup
Tracking for every meaningful touchpoint on the platform, and for the stage at which each user enters the funnel. Each one fires as a GTM event, from first visit through sign-up, onboarding, trial and purchase, and is recorded in GA4.
-
02
Data infrastructure
GA4 and Meta Ads data loaded every night into a Postgres warehouse, so both sources sit side by side instead of in two separate tools.
-
03
Meta Ads reconciled with GA4
Meta's reported results checked against the sign-ups and subscriptions GA4 actually records, so campaigns are judged on real platform growth rather than on Meta's own count.
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04
A dashboard behind a login
The whole funnel in one view on
unsigned.drop-b.co.za, refreshed nightly and kept out of search engines.
How the data runs the ads
The tracking does more than report. The same GTM events decide who sees which ad.
Targeted ads for sign-ups
With Meta reconciled against GA4, budget goes to the campaigns that bring in real sign-ups, not the ones Meta reports most generously.
Remarketing from GTM events
Because GTM records the stage each user reached, remarketing campaigns are built from those GTM events and speak to where someone stopped.
Custom audiences on Meta
The same events become custom audiences in Meta, so spend goes to higher-intent people who have already shown interest in the platform.
One loop, every night
Ads bring people in, GTM tracks how far they get, the warehouse reconciles it, and the audiences update from what happened.
The dashboard
The real layout, with example figures. Unsigned's own numbers stay private.
Funnel, step by step
| Step | Count | From previous step |
|---|---|---|
| Sessions | 2,180 | – |
| Sign-ups | 241 | 11.1% |
| Onboarding completed | 146 | 61% |
| Trials started | 68 | 47% |
| Purchases | 7 | 10% |
Each step is a key event in GA4, so the dashboard and the client's own analytics agree.
Sessions by device
| Device | Sessions | Share |
|---|---|---|
| Mobile | 1,530 | 70% |
| Desktop | 610 | 28% |
| Tablet | 40 | 2% |
What Unsigned can see now
The whole funnel
Sessions, sign-ups, onboarding, trials and paying subscribers in one place, with the conversion rate between each step.
Meta against GA4
Meta Ads results next to what GA4 recorded, so paid traffic is judged on sign-ups and subscriptions rather than clicks.
Where users enter
The funnel stage each user reached, which is what the remarketing and custom audiences are built from.
Fresh data, no exports
Every view states the date its data runs to, and loads run nightly without anyone exporting anything.
Want your ads run on data like this?
Try it on your own data first: your dashboard goes live 5–7 working days after access, free for 30 days. Or see how we run Meta Ads.
Apply for the test flight