Campaigns
Group moves around a topic or launch with a shared goal and track them together.
A campaign groups moves around one goal, like owning a topic before a launch or shipping every comparison page this quarter. It gives the team one number to push and one place to see how the work is going. Moves in a campaign are still ranked, planned and measured like any other move; the campaign adds a shared target on top.
Campaigns belong to a website and live under Campaigns. They depend on your plan: if yours doesn’t include them, the menu item shows a lock and the page explains how to upgrade. Creating and managing campaigns needs the Owner, Admin or Editor role.
Create a campaign
- Start a new campaign
On the Campaigns page, click New campaign.
- Name it and describe the goal
Give it a Name (for example Own “project planning” before launch week) and, optionally, a Goal: what success looks like and why now.
- Choose a target
Pick a Target metric and enter the Target number. See the table below for how each metric is counted. Choose No numeric target if you only want to group the work.
- Set a due date (optional)
A Due date shows on the campaign with the days left, so the team can pace itself. Click Create campaign when you are done.
Target metrics
LogNorm computes progress from the campaign’s moves and your Search Console data. Nothing is typed in by hand.
| Metric | How it is counted |
|---|---|
| Moves shipped | Moves in the campaign that are Published, Measuring or Won |
| Moves won | Moves in the campaign that are Won |
| Clicks / 28 days (GSC) | Search Console clicks over the latest 28 days to the target pages of the campaign’s moves |
| Impressions / 28 days (GSC) | Search Console impressions over the same window and pages |
| No numeric target | Progress shows moves shipped out of all moves in the campaign |
Clicks and impressions only count moves that have a target URL, and they are the current 28-day total for those pages, not the lift since the campaign began. Without Search Console the campaign shows Connect Search Console to track traffic targets. See Google Search Console.
Add moves to a campaign
A move belongs to at most one campaign. You can add moves in several places:
- From the campaign: click Add moves, search your backlog and pick moves. The list shows your top-ranked open moves; a move that is already in another campaign moves over to this one.
- From a move’s page: in the People panel, choose the Campaign. The link Create a campaign is there too.
- When you create a move: the New move dialog has a Campaign field.
To take a move out, click the remove button on its row in the campaign. To see a campaign’s moves alongside the rest of your backlog, filter the Moves page by Campaign.
Track progress
Open a campaign from the list to see:
- Progress: the current value against the target, with a percentage and progress bar (capped at 100%).
- Due: the due date with days left, or days overdue in red while the campaign is still active.
- Moves by status: a bar and legend showing how many moves are Discovered, Planned, in production, Published, Measuring or Won.
- Moves: each move with its type, expected impact, rank, status and owner.
Campaigns don’t schedule anything on their own. To work on a campaign’s moves, plan them into a week as usual; see Growth Plan.
Complete, archive or delete
From the campaign’s ⋯ menu:
| Action | Effect |
|---|---|
| Mark completed | The campaign moves to Completed and archived on the Campaigns page |
| Archive | The same, marked as archived |
| Reactivate | Makes a completed or archived campaign active again |
| Delete campaign… | Removes the campaign. Its moves are kept and simply leave the campaign |
Click Edit on a campaign to change its name, goal, target or due date.
Ideas for campaigns
- Own a topic: every move on one topic from your topic list, with a clicks target.
- Launch week: the comparison, alternatives and integration pages you want live before a launch, with a moves-shipped target and a due date.
- Technical clean-up: a batch of audit fixes, with a moves-shipped target.