Tactics reference

This page lists the parts of the Tactics tab of Data Center. The tab lists the advertising campaigns of the workspace and the tactic of each campaign. Attribution uses the tactic to group campaigns on the Tactics tab of the Performance Table. See Compare channels, tactics, and campaigns.

Filter	What it shows
All	Shows each campaign.
Labeled	Shows the campaigns that have a tactic.
Unlabeled	Shows the campaigns that have no tactic.

Button	What it does
Filters	Opens the filters for Channel and Campaign Name.
Manage tactics	Opens the Manage tactics dialog. The button shows only for an Admin.
Discard	Drops the staged changes.
Save (`{N}`)	Saves the staged changes. The number is the count of changed campaigns.
Apply to selected	Stages the tactic for each selected campaign.
Clear selection	Clears the selected rows.

A word in braces stands for a value from your account or your plan.

Columns

Column	What it shows
Channel	The advertising channel of the campaign.
Campaign ID	The ID of the campaign in its ad platform.
Campaign Name	The name of the campaign.
Spend (30d)	The spend of the campaign in the last 30 days. The table starts with the highest spend.
Tactic	The tactic of the campaign. A campaign with no tactic shows Not set.

Campaign Name conditions

The Filters button opens a filter for Channel and a set of rules for Campaign Name.

Condition	What it keeps
Contains	Keeps the campaigns whose name has the text that you type.
Does not contain	Keeps the campaigns whose name does not have the text that you type.

Rules

Subject	Rule
View that opens	The tab opens on Labeled when one campaign or more has a tactic. Then the campaigns with no tactic do not show until you select All or Unlabeled. With no labeled campaign, the tab opens on All.
Campaigns in the table	Only advertising campaigns can take a tactic.
Spend window	Spend (30d) is the spend of the last 30 days.
Page size	The table shows 100 campaigns on each page.
Select all	The checkbox in the header selects each campaign that matches the search and the filters, on each page.
Remove a label	To remove the tactic of a campaign, select the same tactic in the picker again.
Staged changes	A change is staged until you select Save (`{N}`). The browser asks before you leave the tab with staged changes.
Campaign Name rules	Each rule that you add must match. The rules combine with AND.
Tactic name	The name of a custom tactic has 2 characters or more, with one letter or number or more.
Built-in tactics	You cannot rename or delete a built-in tactic. A built-in tactic has the Default badge and no rename or delete control.
Delete a custom tactic	You can delete a custom tactic only while no campaign has the tactic.
Who can label	An Admin and a Viewer can each label campaigns and save the labels.
Who can manage tactics	Only an Admin can add, rename, or delete a custom tactic.

A word in braces stands for a value from your account or your plan.

Messages

For each message of the tab, see Messages.

Built-in tactics

Each built-in tactic has the badge Default in the Manage tactics dialog. The dialog has the field New tactic name… and the Add button for a custom tactic.

Tactic
Prospecting
Retargeting
Retention
ASC
Non Brand Search
Brand Search
Non Brand Shopping
Brand Shopping
PMAX
Video
Display - Prospecting
Display - Retargeting
Affiliate - Content
Affiliate - Coupon
CTV - Retargeting
CTV - Retention
CTV - Prospecting
Influencer
Audio
Linear
Retail Store
Awareness
Bottom of Funnel
Middle of Funnel
Top of Funnel
Consideration
Conversion
Affiliate - PPC
Affiliate - Media
Affiliate - Closed
Affiliate - Merchant
BAU
Promotional
Demand Gen
MSAN
YouTube
View Content
Non Brand Search Generic
Non Brand Search Blog
Non Brand Search Affiliate

Data Center: the guides and the concepts of the product area.
Label campaigns with tactics: the steps to label campaigns and to add a custom tactic.
Compare channels, tactics, and campaigns: the tactic level in Attribution.