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Creating a Campaign

Before you begin, it is essencial to understand the goals and main KPIs of the campaign that is to be launched.

Campaign Goals

Intent.ai platform supports 6 types of goals.

  • Brand awareness

    • Maximize Impressions: Optimizing for lowest CPM and highest number of impressions.

    • Maximize Reach: Optimizing for highest number of people being exposed to your creatives.

  • Consideration

    • Website: Brings higher engagement to your site.
    • Apps: Optimizes for your app installs.
  • Conversion
    • URL based: Optimizes conversions that are possible to track using URLs.
    • Web event based: Optimizes for conversions based on events sent through web.
    • App event based: Optimizes for conversions based on events sent throught app.

Make sure to set up appropriate tracking for each campaign type.

Performance Campaigns

The following types of campaigns are considered “performance campaigns”, a right choice has to be made before creating a campaign in DSP.

  • Web Standard Conversion

  • Web Custom Event

  • App Install

  • App Custom Event

Web Standard Conversion

Choose this option if the conversion can be signified using a conversion specific URL, typical examples are “Thank You” pages from registrations or “Confirmation” pages when doing some order, placing a deposit, etc.

Make sure Verifying Events is performed prior to launching any campaign.

Web Custom Event

Choose this option if the conversion cannot be signified using a conversion specific URL, and additional event triggering configuration is required. Setting up Custom Event should be performed. 

Additional events should be considered/setup if possible for secondary conversions.

Make sure Verifying Events is performed for primary and secondary events prior to launching any campaign.

App Install

Choose this option if the goal of the campaign is installing apps. Please note, for this case Verifying Events should not be performed.

App Custom Event

Choose this option if the goal of the campaign is a specific action in the app. Please note, for this case Verifying Events should not be performed.

If the vertical of the campaign is new, consider launching multiple campaigns to find the first good match for the conversions the following actions should be considered:


  • Setting up Targeting

  • Setting up a Specific model (TBD)

  • Setting up White Lists

  • Setting up Audiences

  • Increasing CPX

  • Adjusting Scheduling

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