What are Campaign Types?
In Fospha, Campaign Types are defined by a combination of Objective and Strategy. This helps us classify your campaigns in a way that reflects both what you’re trying to achieve and how you’re going about it — so you can better measure performance across the funnel.
Objectives
We group campaign goals into three core objectives:
Awareness: Focused on getting your brand in front of new audiences. These campaigns aim to increase brand recognition and familiarity among potential customers who may not have heard of you yet.
Consideration: Aimed at driving interest and engagement. These campaigns target audiences already aware of your brand and are designed to build trust and move them closer to purchase.
Conversion: Designed to drive purchases. These are bottom-of-funnel campaigns focused on getting users to take action and complete a transaction.
Strategies
We also classify campaigns based on the audience approach:
Prospecting: Targeting new users who haven't interacted with your brand before. The goal is to acquire fresh traffic and expand your customer base.
Retargeting: Re-engaging people who’ve shown intent — such as site visitors or ad engagers — but haven’t yet converted. These campaigns aim to nudge them toward purchase.
Remarketing: Focused on existing customers, encouraging repeat purchases and building long-term loyalty. Note: many clients refer to this as Retention.
How Fospha uses Campaign Types
By combining Objectives and Strategies (e.g. Awareness / Prospecting, or Conversion / Retargeting), we create a unified view of your marketing efforts — allowing for clearer comparison, better funnel insights, and more actionable measurement.
How Does Fospha Assign Objectives?
Objectives are taken from the ad platform API, e.g. Meta. These are detailed below along with the logic that comes from Meta:
Campaign Objective | Meta Logic |
Conversion |
|
Consideration |
|
Awareness |
|
How Does Fospha Assign Strategies?
Fospha defines campaign strategy based on your campaign naming conventions. We have a series of default rules and will review that these align with your campaign specifics.
Campaign Strategy | Meta Campaign Name Contains |
Prospecting |
|
Retargeting |
|
Remarketing |
|
For TikTok Shop Ads, we look for the objective type = product_sales or shop_purchases from TikTok Ads Manager.
If we cannot find any of the above, the strategy defaults to prospecting.
If you wish to add an additional rule to the campaign logic, please reach out to us.
How Will This Look in My Dashboards?
Below is an example of how campaigns might be named following this outline. You will find that the way your campaigns are named matches with their location in the dashboards.
When looking at your Channel Health Check dashboard and filtering by channel, you'll see the comparative performance by Campaign Objectives:
For more information on how to name your campaigns in line with Fospha best practices, check out our UTM Parameters Guide.