When to Refresh Your Campaign Readouts
Signals that your paid cohort cuts no longer match how people respond to your creatives.
Creative swaps, SDK updates, and seasonality can age a campaign readout in weeks. Watch for rising “unknown” campaign buckets, overlapping UTM schemes, and stakeholders inventing unofficial cohort names in meetings.
A light refresh cadence—weekly for always-on paid programs, monthly for steadier bursts—keeps language shared across teams.
Refresh is not a full rebuild. Confirm which cohort cuts still drive media decisions, prune the rest, and only invent new cuts when a new decision needs them.