Campaign Studio explained: every field, every number, and your first campaign

Start with one small, measurable promise

Open Campaign Studio alongside this guide. It is a planning, creative, and manual results workspace. It does not automatically run ads or collect your analytics. Our fictional example is a tutoring consultation; none of its numbers are real business results. Choose one customer, one offer, one channel, and one primary action before you write copy.

1. Fill in your brand kit

A useful customer description lets you reject an unsuitable idea. “Everyone who wants to learn” does not help. “Parents arranging after-school reading help for a third grader” helps you choose language, a useful resource, and a next step. Save the profile once the core facts are correct.

2. Write the campaign brief

For our example, choose qualified leads, a consultation landing page, and a $120 test budget if that is an affordable amount to lose. Define a qualified lead as a parent in the service area requesting the offered support. If you do not know whether someone meets those criteria, keep the record unqualified until reviewed.

3. Make three ideas worth comparing

Write one problem angle about knowing what to practise, one benefit angle about a clear weekly plan, and one resource angle offering a reading checklist. Keep the offer and intended customer consistent. Changing the audience, offer, format, and headline simultaneously makes the cause of a difference hard to interpret.

4. Build the tracked link

UTM means Urchin Tracking Module; these are labels added to a URL. utm_source identifies the referrer, utm_medium the channel type, utm_campaign the named experiment, and utm_content the creative version. The Creative label field supplies that last value. Use lowercase, stable names and no personal information.

Current studio behavior: Google Search uses cpc; Email uses email; Communities / partnerships uses referral. Other channel options use paid_social when the planned budget is positive and organic_social otherwise. Inspect the generated URL and adjust tags in your publishing workflow when that classification does not fit, especially YouTube or a non-media budget. Tags do not install analytics. Test the destination and confirm collection in your analytics setup.

5. Enter real results once

Save campaign & creatives first, then record actual performance. Blank means unknown; enter 0 only when you measured zero. The studio adds rows together: entering Monday’s cumulative total and then Tuesday’s cumulative total double-counts Monday. Missing values are excluded separately from each total, so ratios can also be misleading when spend and leads cover different dates. Complete comparable rows or reconcile the CSV before using a ratio.

6. Understand the answers

A 1.5% CTR says how frequently an impression became a click. It cannot tell you whether people were a good fit. A 4% lead rate describes the transition from recorded visits to qualified inquiries. Two sales at $120 each give $240 revenue and 2× ROAS; subtract delivery costs, refunds, fees, and acquisition costs before discussing profit. If a denominator is zero or unavailable, the studio shows a dash rather than a meaningful rate. There is no universal “good” value. Compare with your economics and your own comparable campaigns.

Save your learning, not just your artwork

Creative comparison displays recorded observations, not statistical proof. If one angle has two leads and another one, investigate the conversations before increasing budget. Export CSV retains the metrics but the current export does not include the creative-angle field; preserve angle details in your notes or the campaign record. The JSON brief includes the campaign and its measurement records, including angle identifiers; retain it alongside the CSV. It is not a live reporting dashboard.

Guest drafts live in this browser. Optional cloud saving requires sign-in; existing guest work is not uploaded automatically. A local photo does not travel with cloud data. Keep an export before switching devices. For email-subscriber goals there is no separate subscriber result field in this version: track confirmed opt-ins separately instead of relabeling them qualified leads. Your first review should end with one action: fix measurement, improve the destination, refine the offer, or continue a bounded test.