Scoping the campaign

Every successful campaign starts with a tight scope: one goal, one primary metric, and a budget sized against realistic CPMs. Scope first; everything else follows.

Define the one metric

Pick the single number you will judge the campaign by, qualified impressions, conversions, or a topic you want to own. A campaign with three goals has none.

Size the budget

Translate the budget into projected impressions at a target CPM before you start. This makes expectations concrete and defensible.