Campaign Library
A living catalog of how we group paid cohorts for ad campaign app analytics—so media, product, and analytics share names before the next briefing.
How we sequence a campaign engagement
Each step produces an artifact your media and product partners can keep after we leave.
Signal inventory
We list every campaign parameter you already collect—UTMs, network click IDs, deep links, MMP joins—and note where they disagree.
Cohort draft
We propose named campaign families with inclusion rules, exclusions, and the primary post-install metric each cohort is meant to move.
Contrast pass
We compare activation, retention, or conversion across priority creatives and channels and flag journeys that stall after paid open.
Briefing package
You receive a written readout or memo your stakeholders can reuse in media planning—without waiting for a dashboard redesign.
Example campaign cuts
Illustrative cohorts we often start from for Thailand-based growth teams. Final taxonomies are tailored in the audit.
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Acquisition — first open
Focus: Paid installs measured through first meaningful open and early session quality
Signal: Click ID / network param joined to first_open and session_start
Review cadence: Twice weekly during active buys
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Activation — key action
Focus: Campaigns judged on completion of the promised in-app action
Signal: Attributed install plus primary conversion event within agreed window
Review cadence: Weekly creative and channel contrast
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Re-engagement — return paths
Focus: Push, email, and paid remarketing that bring dormant users back
Signal: Campaign tag on reopen with exclusion of organic reopen noise
Review cadence: Bi-weekly retention and fatigue notes
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Unknown / thin tagging
Focus: Traffic missing reliable campaign parameters
Signal: Null UTMs, broken deep links, or conflicting MMP joins
Review cadence: Tracked as a coverage KPI, not a growth channel