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Campaign setup ​

For: UA managers, campaign operators, and Growth teams launching campaigns in AdWave.

Campaign Setup is a single-page, step-by-step flow that walks you from creating a product to launching a live campaign — with creatives — in one place.

In this article ​

Prerequisites ​

Campaign creation is gated by data setup. On the AdWave onboarding page (Wire up your data), Create Campaign stays locked until you complete Steps 1–3. Before you start, make sure:

  • Product created. Create the Product (the app or site you promote) with its Domain, Tracker ID, and Deposit FX.
  • Web Tracker active. Your Product is Inactive until its Web Tracker receives its first event; only activated products can be selected in the campaign flow. See Install the Web Tracker.
  • Conversion events tracked. The target event you optimize for (e.g. Register, Deposit) must be flowing in via tracking. See Tracking → Overview.
  • Wallet funded. Your wallet has sufficient balance. See Funding & wallet.
  • Creatives ready. Assets are prepared to spec. See Creative Requirements & Examples.

Tip: You can check a Product's status under Manage Product — the Tracker Status column shows Active / Inactive, and Data Setup shows how many events are active.

1) Product ​

Select the Product you want to promote. Each card shows the product name and its URL.

Note: "Unactivated products can only be put into use after being activated." If the product you need is not activated, activate it first, then return to this flow.

2) Objective & Ad Format ​

Campaign name

Enter a human-readable name used in reporting. AdWave suggests a naming format to keep campaigns consistent:

Suggested format: Geo + Promotion + Ad Format + Start date — for example, IN_Register_Display_20260126.

Target event

Select the conversion event this campaign should optimize for. This event is used to measure conversions and calculate CPA for the campaign.

  • Register
  • Deposit

Ad format

Choose one format. Each has different creative requirements (see Step 6) and a different suggested bid:

  • Pop — Ads that appear as overlays or new windows. Highly attention-grabbing; suitable for promotions and conversion-driven campaigns.
  • Push — Notification-style ads delivered directly to users' devices. Effective for re-engagement and ongoing user outreach.
  • Display — Banner-style ads placed in fixed positions (e.g. sidebar or header). Best for strong visibility and broad brand awareness.
  • Native — Ads that blend seamlessly into the content feed. Less intrusive and more engaging; ideal for higher click-through rates.

3) Target Geo ​

Search for and select the countries or regions to target. You can add up to 20 geos per campaign.

Tip: Keep geo and creative language aligned. If you target multiple markets that need different languages, prepare a creative (or creative language) for each. See Step 6: Creative.

4) Bid & Daily Budget ​

Bid

  • Bid strategy: CPM (cost per 1,000 impressions).
  • Maximum CPM bid: the most you're willing to pay per 1,000 impressions.

AdWave shows a Suggested Max Bid that varies by ad format (for example, Display ≈ $0.04, Native ≈ $0.03, Push ≈ $0.11, Pop ≈ $0.11 at time of writing).

Note: "This is the max bid we recommend for this campaign. Actual bids in the auction may be lower than this cap."

Daily budget

Set your daily spend limit in USD.

Tip: Set a minimum daily budget of 20× your target bid to ensure stable delivery and meaningful results. This gives the algorithm enough data each day to learn and optimize performance effectively.

5) Schedule ​

  • Start date: defaults to now; you can schedule a future start.
  • End date: select an end date, or use Quick Select Cycle to set a duration of 7d / 14d / 30d / 60d / 90d from the start date.

6) Creative ​

Note: Select an ad format in Step 2 first. Creative fields change to match the format.

Click Add Creative ([Format]) to add a creative block. You can upload multiple images — up to 20 at once.

For each creative:

  • Creative language: set the language (e.g. EN). Tick "All creatives in this campaign will use this language" to apply it to every creative.
  • Destination URL: select the landing page. Tick "One URL for all creatives in this campaign" to reuse a single URL, or use Add Landing Page to register a new one.

Format-specific fields:

FormatAssetsSpecs
PopDestination URL onlyNo image — Pop renders your landing page directly
PushIcon + Main image + Title + DescriptionIcon: JPEG/PNG/JPG, 192×192, ≤ 200 KB. Main image: JPEG/PNG/JPG, ≤ 720 KB, sizes 492×328 / 360×240 / 720×480
DisplayMain image + Destination URLJPEG/PNG/JPG/GIF, ≤ 500 KB, sizes 300×250 / 320×50 / 728×90 / 468×60 / 160×600 / 300×100
NativeMain image + Title + Description + Destination URLJPEG/PNG/JPG, ≤ 500 KB, sizes 300×250 / 300×100 / 320×50 / 728×90 / 468×60 / 160×600

Tip: For full asset guidance, offer/angle testing, and examples, see Creative Requirements & Examples.

Launch ​

There is no separate review step. When every section is complete, click Launch (top-right) to activate or schedule the campaign.

Pre-launch checklist:

  • ✅ Product selected (and activated)
  • ✅ Campaign name follows the suggested format
  • ✅ Target event set (Register / Deposit)
  • ✅ Ad format chosen
  • ✅ At least one Target Geo added (≤ 20)
  • ✅ Maximum CPM bid and daily budget set (budget ≈ 20× bid)
  • ✅ Start (and end/cycle) scheduled
  • ✅ Creatives added to spec, with language and destination URL

After launch: what to monitor ​

Delivery

  • Impressions, Spend, CPM
  • Win rate (if available)
  • Geo mix vs. expected

Engagement

  • Clicks, CTR
  • Very high impressions + near-zero clicks → investigate inventory quality

Outcomes

  • Conversions (Register / Deposit)
  • CPA / ROAS (if connected)