Within GPS, accounts and campaigns serve two different purposes.

Understanding the difference is important because goals, KPAs, tracking, strategy, and launches are established at the appropriate level.

What Is an Account?

An account represents the overarching business or brand Conduit is servicing.

Think of it as the infrastructure surrounding the client.

An account can include:

• The client's website and landing pages

• Google Ads, Meta Ads, and other advertising accounts

• GA4 and Google Tag Manager

• CRM platforms

• Reporting dashboards

• First-party audiences and retargeting pools

• Other tracking and marketing infrastructure

What Is a Campaign?

A campaign is a distinct marketing initiative within that account.

A new campaign is typically tied to a meaningful change in what we're marketing, who we're marketing to, or what we're trying to accomplish.

Examples include:

• Launching a new product or service

• Promoting a new offer

• Targeting a substantially different audience

• Entering a new market or geography

• Introducing a new landing page or customer journey

• Launching a seasonal initiative

• Establishing a separate campaign objective

An Example

Imagine a financial institution is already advertising auto loans.

The financial institution is the account.

The auto loan initiative is a campaign.

If the same institution later launches a campaign for mortgages, that's not an entirely new business or account. But it is a new marketing initiative with a different offer, potentially different audiences, different landing pages, different KPAs, and a different performance goal.

That makes it a separate campaign within the existing account.

Why Does GPS Make This Distinction?

Because two campaigns within the same business can have completely different definitions of success.

A mortgage campaign shouldn't inherit the goal of an auto loan campaign simply because both live in the same Google Ads account.

GPS allows each meaningful initiative to have the strategy, tracking, KPAs, and performance expectations appropriate to the job it's actually being asked to do.