# Campaigns

Track each marketing funnel by its UTM campaign, with applications, calls and cash rolling up against ad spend.

Campaigns tracks each of your marketing funnels by the `utm_campaign` value its traffic carries. Applications, booked calls, shows, closes and cash roll up against it automatically, and you add ad spend so you can see cost per acquisition and return on ad spend.

## Who can open it

Campaigns is part of the **Operator OS** plan. On any other plan the page shows a card saying Campaigns is not part of your plan yet. In the sidebar it appears under **Operator**, for owners, admins and ops on that plan.

Every member on the plan can read campaigns. Only owners, admins and ops can create, rename, change the status of, or delete a campaign, and record ad spend.

## The list

Each campaign shows its name, type and status (**Active**, **Paused** or **Ended**). To create one, give it:

- a name
- a type: VSL Evergreen, VSL Cohort, Webinar, DM Funnel or Paid Community
- the **UTM campaign key**, the exact `utm_campaign` value on its links, for example `vsl_evergreen_q3`

The key is required because it is the only thing that ties leads to the campaign. Use the [UTM](/docs/features/utm) builder to make links that carry it.

## A campaign's page

The header shows the campaign's type, status and funnel stages, with buttons to pause, end or reactivate it.

**Funnel Scorecard** covers the last 7, 30 or 90 days, or from the campaign's start date by default, with totals and a row per day:

| Figure | How it is counted |
|---|---|
| Applications | Leads whose `utm_campaign` matches the key, counted on their application date, or the date they were created if they never applied |
| Booked | Calls on those leads, by scheduled date |
| Showed | Of those, calls ending closed won, deposit, no close, disqualified or no pitch DQ |
| Closed | Calls ending closed won or deposit |
| Cash Collected | Succeeded payments on those leads by paid date, using the amount actually collected, less refunds on the day of the refund |
| Ad Spend | The spend you have recorded |
| CPA | Ad spend divided by closed |
| ROAS | Cash divided by ad spend |

**Spend by Source** lists recorded spend per source with its return on ad spend. Owners, admins and ops add a row with the date, source (for example `facebook`), spend, impressions and clicks.

**Ad-Level Lead Quality** shows, for each ad (the `utm_content` value), how many leads it brought in and their average lead quality stars. Leads with no rating show as not scored yet.

## Common questions

**Why do my applications not match the Funnel page?** Campaigns counts leads by `utm_campaign` and includes imported leads on the day they were created. The [Funnel](/docs/features/funnel) page counts applications by application date only and leaves imports out, so the two can differ.

**Why do CPA or ROAS show a pending mark?** CPA needs at least one close, and ROAS needs some recorded ad spend.