“In my opinion whatever comes after 24 hours is useless for the platform to optimise towards. You need to find something that happens on the first day.”

Events fired after 24 hours are nearly useless for platform optimisation

Ad platform ML models learn primarily from signals fired within the first 24 hours of a user's journey. Delayed events — even from free-trial conversions on a 7-day trial — arrive too late for the model to meaningfully adjust. Thomas Petit's rule: identify a first-day proxy for high intent (strong onboarding completion, early feature activation) and use that as the primary optimisation event rather than waiting for the actual conversion.