Plan a cross-channel campaign
Coordinate one objective across paid, social, email, SMS, web push, onsite, and landing-page touchpoints without duplicating the same message everywhere.
What you’ll achieve
- A coordinated campaign in which every channel has a defined job, shared measurement, and controlled customer frequency.
Follow the workflow
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1
Start with one outcome and audience
Define the business objective, reusable audience, campaign window, primary conversion, and guardrails before selecting channels.
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2
Use Insights and Recommendations
Ground the campaign in owned customer behavior and relevant competitor evidence. Convert the finding into a brief with a promise, proof, offer, and destination.
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3
Open Workspace → Campaigns or Calendar
Create the campaign structure and place major launches, reminders, and follow-ups on the shared timeline in the correct timezone.
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4
Assign a role to each channel
Use paid and social for discovery, landing pages and onsite experiences for conversion, and consented email, SMS, or web push for lifecycle follow-up. Adapt copy and format instead of cloning one asset.
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5
Control overlap and frequency
Apply consistent audience exclusions, conversion stop rules, suppression windows, and quiet hours so a contact does not receive redundant messages.
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6
Review the entire customer path
Test every creative, destination, form, product state, tracking parameter, consent state, and mobile experience. Confirm campaign naming makes performance comparable.
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7
Launch in controlled stages
Publish only approved assets, watch delivery and conversion by channel, and pause or adjust the source action when results or customer feedback require it.
Verify your work
- All major assets appear in Campaigns or Calendar with correct owners and times
- Destinations carry consistent campaign tracking
- Audience exclusions and stop rules prevent avoidable channel overlap
If something doesn’t look right
Calendar items collide
Adjust timing in the source editor rather than only documenting the conflict.
Attribution is fragmented
Align campaign names, UTMs, pixel events, and the primary conversion.
Customers receive duplicates
Inspect audience membership, workflow entry, conversion stops, and cross-channel suppression.
Limitations and safeguards
Platform attribution models and reporting windows differ; use a shared business outcome alongside channel-native metrics.