Campaign guidelines

Start with one clear goal

Choose an audience and an outcome you can describe in a sentence. Give the campaign an owner and a realistic budget.

Build a useful brief

• Describe the audience and their need.
• Lead with one specific benefit.
• Give the creative team a clear direction.
• Make the next step easy to understand.

Review together

Use the campaign checklist to review the audience, creative, tracking, and results. Checklist progress and campaign status are separate.

Measure thoughtfully

Revenue and spend come from the same performance samples across the workspace. Changing metadata or checking a task does not manufacture results.