The Life Cycle: Your Campaign is Not Static 🔄
A successful advertising campaign is not a static asset; it is a living organism that goes through a cycle of three phases: Creation, Optimization, and Retirement. Understanding where your campaign is in this cycle tells you whether you should let it run, adjust it, or, crucially, pause it.
Phase 1: Creation and Investment (Launch) 🚀
This phase begins when you define your objective, budget, and audience, and launch the ad. It is the time of maximum uncertainty and the highest platform efficiency.
- Key Action: Create multiple creative variants (A/B testing) for the platform to find the best initial winner.
- Key Metric: The initial CPA (Cost per Acquisition) will ideally be the lowest in the entire cycle.
Phase 2: Optimization and Monitoring (Efficiency) 📈
Once the ad has surpassed the first 48 hours, stable performance metrics are established. Your manual work here is about vigilance and small adjustments (budget adjustment, bidding changes).
- Key Action: Daily review of the dashboard. If the CPA remains within your objective, the campaign remains active.
- Key Metric: Maintain the ROAS (Return on Ad Spend) at a sustainable level.
Phase 3: Decline and Retirement (Creative Fatigue) 🛑
This phase is inevitable. Over time, the audience tires of seeing the same ad, leading to Creative Fatigue. If you don't act, the CPA skyrockets and you lose money.
- Alert Signal: The Frequency (how many times the user sees the ad) increases, and the CTR (click-through rate) and Conversion fall.
- Key Action (Stop-Loss): You must pause the ad (Retire) and inject a new creative (Rotate). If you don't, ROI loss is certain.
In Starter Mode, the AI provides you with the Fatigue Score, but you are the one who must execute the pause and rotation action. In the Pro Plan, the AI does this automatically, eliminating the risk of Phase 3.