This page showcases various elements of campaign management and operates as a checklist when QA-ing a campaign you plan on starting. Review the items on this page before launching your campaign.

Campaign Builder

The Campaign Builder is made up of several tabs that must be completed before launching a campaign. Reference The Campaign Builder for step-by-step instructions on starting your campaign.

Required Information on Each Tab

Each tab requires specific data to save the tab:

Tab Name

Required Data

Campaign Details

  • Add at least one flight with an estimated budget.

  • Complete all empty fields.

Line-Items and Tactics

  • Add at least one line-item and tactic.

  • Add a name, pricing type, and value to every line-item.

Flights and Budgets

  • Add at least one budget for one line-item.

Daily Budgets

  • Add a budget greater than $0 to all running line-items and tactics.

Goals and Tracking

Add a Client Objective and ensure that each tactic has a goal. You can assign a goal at any parent level to ensure tactics have a goal.

  • If you have a Conversion goal, assign at least one conversion pixel at the bottom of the page.

  • If you have a Viewability goal, complete the Viewability Measurement settings at the bottom of the page.

  • If you have an Audience goal, complete the Audience Measurement section at the bottom of the page.


  • Add Location targeting to every tactic in the campaign. Location targeting is required.

  • Add any other targeting to the campaign, or it's line-items and tactics. 

  • See Campaign Targeting for more information.


  • Enter a Landing URL.

  • Assign at least one ad to all running Line-Items and tactics.

  • See Set Up and Assign Ads for more information.

Advanced Settings

All sections of this tab are optional. Make sure to complete any section you start.

This information is available in the DSP. Hover over the ( ? ) icon in the top-right corner to view details.

Campaign Line-items, Flights and Budgets

  • Make sure all Flights are set up, and line-items and budgets are assigned. See The Campaign Builder for details. Be careful and make sure budgets are designated correctly (ex: 10,000 vs. 100,000).

  • Make sure all necessary line-items and tactics are live and also ensure the campaign is not paused. 

Campaign Goals and Objectives

  1. Ensure the correct Client Objective is set on the Goals & Tracking tab of the Campaign builder. For example, if a client is asking you for a conversion objective, a conversion goal should be selected as well. 

  2. If running a Video Completion (VCR) campaign, make sure a Video Completion goal is set up. Ensure this goal is not inherited by any line-items or tactics that are not running all Video Ads.

If you have reporting needs that are not available in Analyze (like breaking down ad delivery by location or audience), refer to Manipulating Campaign Structure for Custom Reporting for tactic and line-item advice.

Campaign Pixels

Ensure campaign pixels are implemented on The Campaign Builder and showing pixel fires. See View Pixel Activity for more information. 

-Suggestions on Pixel Status Prior to Campaign Launch

  • Place all pixels at least two weeks before the campaign launch.

  • Aim for at least 1000 pixel fires before the campaign launch.

  • For non-Video Completion (CPA/Conversion) goal campaigns, aim for at least 200 conversion fires.


If explicitly retargeting, make sure pixels are firing and daily total pixel fire amounts are satisfactory on the Analyze Pixels report. We recommend over 1000 pixel fires per day. We suggest looking for at least 1,000 alien fires a day for minimal delivery. Retargeting delivery is affected by other factors like CPM, flight time/budget, and other targeting restrictions.

Campaign Targeting

  1. Ensure there is at least one country being targeted on the campaign level. See Location Targeting.

  2. Do not over-apply audience targeting. If necessary, the most inclusive conditions are "include any/OR" and "anytime." See Audience Targeting.

  3. Check Device Targeting: Make sure devices are set properly (consider excluding mobile for city or zip targeted campaigns if not essential).

  4. Double check how targeting is inherited throughout the campaign by viewing the Targeting grid. See Targeting.

  5. If Organization or IP targeting is applied, ensure it is either excluding or including as necessary. A common error is only targeting your client's or your own organizations or IPs when the intent was to exclude, which can hinder campaign delivery and performance. See Organization and IP Regex Targeting targeting.

Campaign Ads

  1. Make sure you are choosing the appropriate Ad Server.

  2. Assign Ads to the campaign line-items and tactics.

  3. Check ad audit status: they must be approved by exchanges. If rejected, troubleshoot and re-upload or make setting updates as needed. Please refer to Zeta DSP's Ad Auditing Process.

  4. Preview all Ads. Ensure they look right and forward to a functioning landing page.

  5. Do not add start and end dates to Ads unless necessary.

Impression and Click Trackers

If using impression and click trackers, ensure they are implemented properly for the ad type.

  • Place click trackers in the click-through URL field for ads.

  • Impression trackers are placed differently depending on the ad type:

    • For Image and Display ads, place impression trackers in the extra HTML fields. Note: Do not place bare impression tracking URLs into extra HTML fields.

    • For Video Ads, place a bare URL and secure (https) version of the impression tracker in the view-through pixel and impression event fields respectively.

Please refer to these additional articles for more advice:

  • Image Ads

  • HTML Ads

  • VAST Video/Audio Ads

Macros and Third-Party Tracking

Macros are tokens that the DSP uses to transfer information. Macros are vital for certain features, such as counting clicks properly or cache-busting ad impressions.

The following fields require macros to be manually added:

  • Extra HTML (Image Ads and HTML Ads)*

  • Beacon URL (Third-Party Pixels)*

  • Event tracking (Video Ads) (Ensure this is 255 characters or less)

  • Piggyback URL (Pixels)

  • View-through Pixel URL (Native Ads)

  • XML URL (VAST Video/Audio Ads)

*Do not use bare URLs in these fields. Wrap tracking URLs in an image or script source.


For HTML ads, add macros in the HTML Tag field. The DSP parses this field into the macro. This is the only field that may auto-populate our macros. Add a click macro in the HTML field is mandatory to activate the ad. If a click macro is not automatically inserted into your HTML ad, please consult with your ad vendor for instructions on how to manually implement a click macro.

Below are some common macros to be used in third-party creative or creative tracking pixels.






A dynamically-generated number based on the date and time that the ad was loaded. You can rely on this number being different every time the ad is displayed and thus use this macro as a "cache buster" to prevent a web browser from re-using an ad the user has already seen and cached or saved.

Click Redirect for Script Element of Ad HTML


Use in the <script> element of an ad where the ad will use it to prefix, or prepend, it's click-through URL. This will enable DSP to count clicks.

Click Redirect for Noscript Element of Ad HTML


Use in the <noscript> element of an ad where the ad will use it to prefix, or prepend, it's click-through URL. This will enable DSP to count clicks.

Click Redirect for iFrame Element of Ad HTML


Use in the <iFrame> element of an ad where the ad will use it to prefix, or prepend, it's click-through URL. This will enable DSP to count clicks.

See HTML Ad Macros for a full list of supported macros.