A campaign brief is the operating contract publishers use to decide whether an offer is suitable and how to promote it. Missing information creates tracking disputes, poor traffic fit and avoidable compliance risk.
1. State the business objective
Describe the customer outcome in plain language. “Get leads” is incomplete. Explain whether the advertiser wants an enquiry, a qualified appointment, a paid order, an approved application or another event.
2. Define the conversion event
Specify the exact trigger and status that becomes payable. Include required fields, verification steps, duplicate logic, eligibility checks and any waiting period. If a conversion can be reversed, state the conditions and time window.
3. Set audience and geography
Identify eligible countries, regions, languages, age or customer eligibility rules where relevant. Explain how geographic eligibility is determined and whether VPN, proxy or cross-border traffic is restricted. Only collect personal data necessary for the stated purpose.
4. Document permitted traffic sources
List allowed and prohibited sources, placements, devices and promotional methods. Address paid search, brand bidding, social media, email, push, influencer, incentive, cashback and sub-affiliate traffic separately. Do not rely on a generic “all traffic allowed” statement if material restrictions apply.
5. Publish commercial terms
State the payout model, amount or percentage, currency, revenue basis, caps, attribution window, payment threshold, payment schedule and any taxes or deductions. For revenue share, define eligible revenue and every deduction. For CPL, define accepted lead rules.
6. Provide tracking and creative requirements
Include the tracking URL, required macros, postback specification, event IDs, test process, approved creative, landing page and brand guidelines. Give a contact route for technical questions.
7. Define review and dispute handling
Publish conversion statuses, rejection reason codes, evidence expectations, dispute deadline and escalation owner. Avoid retroactive rule changes. When terms change, record the effective date and notify affected partners.
A launch-ready brief
Before activation, an advertiser and network operator should be able to answer: who is eligible, what action counts, how it is measured, what traffic is allowed, how much is payable, when it becomes payable and how a dispute is resolved. If one answer is unknown, keep the campaign in draft or limited testing until it is clarified.
A clear brief is not paperwork for its own sake. It reduces partner confusion, improves traffic fit and makes campaign results easier to reconcile.
Editorial note: This article is general educational information, not legal, financial or campaign-specific advice. Verify current rules and the actual campaign terms before acting.