# Campaigns

> The link that goes in the ad: forms, landing pages, rules, split tests and the tracking URL.
> Source: https://www.eventsiq.io/docs/campaigns


A campaign is one run of paid traffic. It ties together a [traffic source](https://www.eventsiq.io/docs/traffic-sources),
the form its ads lead to, the landing page that form is on, and the link that goes in the ad. Every
click and every lead it produces carries the campaign's id, which is how [Reports](https://www.eventsiq.io/docs/reports)
knows what each campaign spent and earned.

You'll find them under **Acquire → Campaigns**.

:::tip{title="Set up the pieces first"}
A campaign picks things you make elsewhere. Have these ready:

-   a [traffic source](https://www.eventsiq.io/docs/traffic-sources) for the network,
-   the form, already routed,
-   a [tracking domain](https://www.eventsiq.io/docs/tracking-domains) if you want clicks to go through your own link domain,
-   a Conversion API [integration](https://www.eventsiq.io/docs/integrations) if your CRM will report sales later.
:::

## The list

![The Campaigns list](https://www.eventsiq.io/docs-media/campaigns/01-list.png "Acquire, Campaigns, with at least one campaign listed.")

| Column              | What it tells you                                                                                  |
| ------------------- | -------------------------------------------------------------------------------------------------- |
| **Campaign**        | Its name, its traffic source and currency, and **Off** when the traffic source is turned off       |
| **Status**          | **Live**, **Needs attention** with the reason, or **Off**, and when its last lead arrived today    |
| **Form or webhook** | The form it uses and its kind: website form, instant form or webhook                               |
| **Leads today**     | How many leads it brought in today                                                                 |
| **Ad link**         | What to put in the ad, copied in one click                                                         |

**Updated** can be shown from **Columns**.

Each row shows the campaign's status, its form or webhook, and the one thing to copy for its ad:
**Copy ad link**, **Copy for Google**, or **Fields to send** for a webhook. Click a campaign's name to
open its own page. Its **More actions** menu has **Edit**, **Copy URL parameters only**, **Copy campaign ID**,
**Open in Reports** and **Delete**. Deleting a campaign does not delete its leads, but they stop being
grouped under its name in Reports.

## The campaign sheet

Click **New campaign**, or **Edit** on a campaign. The sheet has four tabs: **General**, **Where clicks go**,
**Preview** and **Tracking**. Preview appears once the campaign has been saved.

### General

![The General tab](https://www.eventsiq.io/docs-media/campaigns/02-general.png "Campaign sheet, General tab, with every field filled in and the landing page check passed.")

| Field                      | What it does                                                                                                          |
| -------------------------- | --------------------------------------------------------------------------------------------------------------------- |
| **Name**                   | How it appears in Reports and pickers. The link's address is made from it                                             |
| **Traffic source**         | The network. Its parameters go into the tracking URL                                                                  |
| **Form or webhook**        | Where the ads lead. Pick an existing form, or **Create a new form...**. **Preview routing** shows where its leads go  |
| **Report sales to**        | Where sales reported later by your CRM are sent. See [Postbacks](https://www.eventsiq.io/docs/postbacks)                                     |
| **Landing page**           | Website forms only: the page the form is embedded on                                                                  |
| **Ad campaign**            | Instant forms only: the network's own campaign this runs as                                                           |
| **Notes**                  | Anything for whoever reads this next                                                                                  |
| **Campaign is on**         | Turn off to retire the campaign without deleting it                                                                   |

#### Checking the landing page

Click **Check** beside **Landing page** and EventsIQ opens the page to look for the form.

-   **This form is embedded on that page.** All good.
-   **A different form is on the page.** Saving is blocked, because every lead would be credited to
    the wrong campaign.
-   **The page could not be read**, for example because it needs a login. Tick **I have opened this
    page myself and the form is on it** to save anyway.

#### How leads are matched

Under **Form or webhook** the sheet shows how this campaign's leads will be matched to it:

| Shown                                         | When                         | What it means                                              |
| --------------------------------------------- | ---------------------------- | ---------------------------------------------------------- |
| **Needs the URL parameters**                  | A website form               | The ad must point at the tracking URL                      |
| **The network reports the campaign**          | A Facebook, TikTok, Google or Snapchat instant form | Pick the **Ad campaign**. Nothing to paste |
| **Whoever posts the lead sends the parameters** | An inbound webhook         | The sender must include the parameters as fields          |

For an instant form, **Ad campaign** lists the campaigns cost tracking has read from that network. If
it says **No campaigns read from this network yet**, set up cost tracking under
[Integrations](https://www.eventsiq.io/docs/integrations) and run it once.

### Where clicks go

This tab decides where a visitor goes after they click.

![The Where clicks go tab](https://www.eventsiq.io/docs-media/campaigns/03-destination.png "Where clicks go on Through your link domain, a domain chosen, a few rules, and Everyone else split across two pages.")

**Where clicks go** is the first choice:

-   **Straight to your page**: the ad points at your landing page itself. Nothing else on this tab applies.
-   **Through your link domain**: the ad points at your [tracking domain](https://www.eventsiq.io/docs/tracking-domains), which records the
    click and sends the visitor on. Pick the domain. The link's address is shown beside it, for
    example `/solar-us`. It is greyed out until you have a domain that is **Live**.

The rest of the tab is for clicks that go through your link domain.

#### Rules

Rules send some visitors somewhere other than your main page. They are **checked in order, and the
first match wins**. Click **Add rule**, then:

1. Name it, for example `Mobile`.
2. Under **When all of these are true**, click **Add a check**. Pick a field and **is** or **is not**.
3. Under **Send them to**, add the page. Add more than one with **+ Page** and give each a weight to
   split this rule's visitors between them.
4. Pick how they are sent: **Standard redirect**, **Redirect and hide where they came from** or **Page refresh**.

| Rule field        | Example                                       |
| ----------------- | --------------------------------------------- |
| **Country**, **Region**, **City** | Country is US                  |
| **Device**        | Device is mobile                              |
| **Operating system**, **Browser** | Operating system is iOS     |
| **Language**      | Language is Spanish                           |
| **Day**, **Hour** | Day is Saturday. Uses the **Rule clock** time zone |
| **URL parameter** | `utm_content` is `video`                      |

Each rule has a switch to pause it, and buttons to move, duplicate or remove it.

#### Everyone else

Visitors no rule caught **go to your landing page**. To split test, click **Split the traffic** and
add pages, each with a **Name in reports** and a weight. A weight of 0 pauses a page without removing
it, so its numbers stay in the report.

The split is decided per click, so a returning visitor may see a different page. That matches how
the ad network counts: each click is its own paid visit.

#### Rule clock

The time zone **Day** and **Hour** rules use. UTC unless you change it.

### Preview

After the first save, **Preview** shows the whole path a lead takes: the traffic source, the form and
the fields it collects, the routing and its destinations, and the events that fire. It is
read only. Click **Done** to close.

![The Preview tab](https://www.eventsiq.io/docs-media/campaigns/05-preview.png "The Preview flow, zoomed so the traffic source, form, routing and events nodes are readable.")

If the form does not collect something the routing needs, the form node says so in amber.

### Tracking

![The Tracking tab](https://www.eventsiq.io/docs-media/campaigns/04-tracking.png "Tracking tab of a saved campaign that goes through a link domain, showing the Tracking URL, Campaign ID and Click link.")

| Field            | What it is                                                                                  |
| ---------------- | ------------------------------------------------------------------------------------------- |
| **Tracking URL** | The link for the ad. **Copy** copies all of it, **Parameters** copies just the part after `?` |
| **Campaign ID**  | This campaign's own id, which every click carries as `eiq_campaign`                         |
| **Click link**   | The tracking domain and address, or **Straight to your page**                               |

A campaign through a link domain has a URL like this:

```
https://track.yoursite.com/solar-us?eiq_source=…&eiq_campaign=…&campaign_id={{campaign.id}}&…
```

A campaign that goes straight to your page has your landing page as its URL, with the same parameters on the end.

The line under the URL tells you what to do with it for this kind of form: paste it into the ad, do
nothing because it is an instant form, or give the parameters to whoever posts the leads.

## Saving

A new campaign's button is **Looks good**, which saves and moves you to **Preview**. After that it is
**Save changes**. The link starts working as soon as you save.

The link's address is fixed the first time you save, so renaming the campaign later does not break
ads that are already running.

:::warning{title="Changing the tracking domain moves the link"}
If you pick a different tracking domain, or switch to going straight to your page, the old link stops
working. Update every ad before you save.
:::

## Related

-   [Set up paid traffic](https://www.eventsiq.io/docs/guide-paid-traffic): a campaign set up start to finish.
-   [Tracking domains](https://www.eventsiq.io/docs/tracking-domains): the domain a campaign link uses.
-   [Postbacks](https://www.eventsiq.io/docs/postbacks): how the integration a campaign reports sales to is used.
-   [Reports](https://www.eventsiq.io/docs/reports): what each campaign spent and earned.