Ad tactic configuration in WorkMagic is a powerful way to organize and manage your advertising data hierarchically across ad channels and campaigns. It allows you to segment and analyze Google Brand vs. Non-Brand campaigns, Meta Prospecting vs. Retargeting, and more granularly track performance. This setup is crucial for supporting Marketing Mix Modeling (MMM) and Lift Test experiments with higher precision.
Step 1: Accessing Ad Tactic Configuration
Navigate to the right settings to begin configuring your ad tactics.
Go to Settings → Ad Tactic Configuration.
Step 2: Handling the Initial Setup
Understand how to set up when platforms are connected or not.
Scenario A: No Associated Ad Channels
If there are no ad channels connected, the screen displays: "Connect ad platforms first"
Click "Go to Integrations" to set up your ad platforms.
Scenario B: Associated Ad Channels Present
If channels are connected, you will see associated ad platform sections with:
Default Tactic Button: Automatically created and includes all campaigns. This cannot be deleted.
Add Tactic Button: Allows the creation of new tactics for the platform.
Step 3: Creating a New Tactic
Follow these steps to create a new ad tactic for finer segmentation.
Click "Add" next to the preferred ad platform.
Fill out the details:
Tactic Name: Provide a descriptive name.
Ad Platform: Select the associated ad platform (only one platform per tactic).
Rule Configuration:
Source Field: Choose from:
Campaign Name
Ad Set (Ad Group) Name
Operation Type:
Contains
Doesn't Contain
Match Type:
All of (All specified criteria must be met)
Any of (At least one criterion must be met)
Criteria Input: Type the criteria; multiple entries are allowed.
Click "Create" to save the tactic.
You will see the prompt after clicking "Create" button
Processing Time: "It may take up to 3 hours to apply due to data pipeline processing."
Historical Data: "The tactic will be applied retroactively to data from the past 40 days."
Edit Flexibility: "You can edit the tactic anytime from the settings."
Click Confirm.
Limitations
Each ad platform supports up to 6 tactics.
If the limit is reached, the Add button is disabled, with a tooltip: "You can add at most 6 tactics for each ad platform."
Step 4: Managing Ad Tactics
Easily rename, reorder, edit and delete your tactics for better organization.
1. Renaming Ad Tactic
When a new tactic is created, the Default tactic is renamed to "Others" and moved to the bottom.
Others includes all campaigns that do not match any configured rules. It cannot be deleted or reordered.
2. Reordering Ad Tactic
Drag tactics within the list to set priority.
Note:
To ensure that each ad campaign is assigned to only one tactic, campaigns will be matched based on the order of your tactic rules.
If a campaign meets the criteria for multiple tactics, it will be assigned to the first matching tactic in the list. You can drag and reorder tactics to set their priority.
3. Editing Ad Tactic
Click the Edit icon next to the tactic name.
Modify the rule as needed.
Click Save to apply changes.
Note:
Changes may take up to 3 hours to process.
Only the past 40 days will be retroactively updated.
The tactic name cannot be changed.
The Save button remains disabled if no changes are made.
4. Deleting Ad Tactic
Click the Delete icon next to the tactic name.
Confirm deletion by clicking Yes.
Step 5: Using Ad Tactics in WorkMagic
Leverage your tactics effectively in Attribution and Lift Tests.
1. Attribution Dashboard - Ads Tab
You can filter by Platform Tactics to get more granular insights into:
Ad Spend
Performance Metrics (ROAS, POAS, etc.)
Optimization Opportunities
Example Use Cases
See how different scenarios benefit from ad tactic configuration.
Brand vs. Non-Brand Split:
Separate tactics for Google Brand Search and Non-Brand Search to track performance differently in MMM and Lift tests.
Prospecting vs. Retargeting:
Meta Ads can have Meta Prospecting and Meta Retargeting as separate tactics, allowing isolated Lift Test experiments for incremental analysis.
Geo-Specific Campaign Tactics:
Configure distinct tactics for specific geographic campaigns to monitor lift and optimization locally.
FAQ about Ad Tactic
Quick solutions for common issues with ad tactic configuration.
Why is my tactic not applied after creation?
Wait for 3 hours processing time.
Ensure the campaign naming matches the rule criteria.
Why is my campaign missing from the tactic?
Double-check the criteria in the Rule Configuration.
Make sure that the naming conventions in your campaigns match the rule conditions exactly.
If you use "Contains," verify that the keywords are spelled correctly and are case-sensitive.
I can't add more tactics, why is that?
Each ad platform can support a maximum of 6 tactics.
If you have reached this limit, the Add button will be disabled, and a tooltip will display: "You can add at most 6 tactics for each ad platform."
To add a new tactic, consider deleting or merging existing ones.
Why is the Edit button disabled for my tactic?
Ensure you have made changes; otherwise, the Save button remains disabled.
Can I change the priority of my tactics?
Yes, you can drag and drop the tactics to adjust their order.
The first matching tactic in the list will be applied to campaigns that fit multiple criteria.
What happens if my tactic criteria overlap?
If two or more tactics have overlapping rules, the first tactic in the list will be applied.
Make sure to prioritize the more specific rules at the top.
Will my changes be applied to past campaigns?
Yes, but only for the past 40 days. WorkMagic retroactively applies tactic changes up
Best Practices
Optimize your strategy by following these best practices.
Use Clear Naming Conventions:
Make sure tactic names are descriptive for easy identification.
Avoid Overlapping Criteria:
Ensure tactics are distinct to prevent overlapping assignments.
Leverage Priority Order:
Reorder tactics by priority to avoid unintentional overlap.
Regularly Audit Rules:
Periodically check your tactic rules to keep them aligned with your strategy.