# Campaigns (/docs/paid-media/campaigns)



A **campaign** is the top of the ad hierarchy on each platform. Layers
mirrors each platform's campaign / ad-set / ad structure 1:1.

URLs:

* Meta: `/project/{projectId}/paid-media/meta/campaigns`
* TikTok: `/project/{projectId}/paid-media/tiktok/campaigns`
* Apple: `/project/{projectId}/paid-media/apple/campaigns`

## Columns [#columns]

* Campaign name.
* Platform-specific objective (App Installs / Conversions / Reach / etc.).
* Daily / lifetime budget.
* Spend (today / 7d / 30d).
* Conversions and CPA.
* Status (active / paused / archived).
* Optimizer state (HEALTHY / TOP\_PERFORMER / FATIGUED / etc.).
* Last optimizer action.

## Sorting & filtering [#sorting--filtering]

Sort by any column. Filter by:

* Status.
* Optimizer state.
* Date range.
* Campaign name search.

## Drilling in [#drilling-in]

Click any campaign to see its ad sets / ad groups, then drill into
individual ads. See:

* [Ad sets](/docs/paid-media/adsets)
* [Ads](/docs/paid-media/ads)

## Creating a campaign [#creating-a-campaign]

In **Automatic mode** (the default), the optimizer creates campaigns as
needed to fulfill your goals. You usually don't create them by hand.

In **Manual mode**, click **+ New campaign** and follow the wizard:

* Name.
* Objective.
* Budget (daily or lifetime).
* Geos.
* Audiences (Meta / TikTok).
* Keywords (Apple).

The created campaign starts paused; activate when ready.

## Pausing [#pausing]

Click a campaign → **Pause**. The pause is propagated to the platform
within seconds. Resume any time.

## Archiving [#archiving]

Click → **Archive**. Spend stops, the campaign is removed from active
optimization. History is retained.