GPS Campaign Launch Timeline: From IO to Live

A successful launch starts before the first ad runs.

The GPS launch process makes sure strategy, access, assets, tracking, KPAs, and campaign goals are aligned before media begins spending.

Here's what to expect.

Step 1: Submit the Insertion Order

The process begins when your agency submits the Insertion Order (IO).

The IO tells our team what we're building and how success will be measured, including:

  • Account or campaign (a new account, or a new initiative inside an existing account)

  • Goal type: Lead Gen, eCommerce, or Awareness

  • Campaign goal (one tangible number, such as a $50 CPL or 4x ROAS)

  • How the goal will be set: account performance, business math (GPS Estimator), or industry benchmark

  • Primary and secondary KPAs

  • Channels

  • Budget

  • Flight dates

  • Audience

  • Geography

  • Landing page

  • Creative requirements

  • Account-level setup: Conversion Clarity and GPS Intelligence

Conduit will review the submission and confirm any additional access or asset requirements.

Step 2: Provide Access & Assets

Before the launch timeline can begin, Conduit needs the required access and assets.

Depending on the campaign, this may include:

  • Google Analytics

  • Google Tag Manager

  • Advertising platform access

  • Creative assets

  • Landing pages

  • Required tracking access

  • CRM access (for GPS Intelligence accounts)

Until the required access and assets are received, the campaign remains in Day 0.

That's why we strongly recommend starting the access process before or alongside the IO submission.

Step 3: Kickoff & Goal Alignment

Once the required information is available, the Conduit team aligns internally on the campaign.

Where applicable, we'll also hold a kickoff call with your agency to confirm:

  • Campaign strategy

  • Goal and how it was set

  • KPAs and their priority

  • Audience

  • Offer

  • Important client context

  • Measurement

Step 4: Campaign Build

The campaign moves into build and QA.

Campaign builds are typically completed within Days 3–5, depending on the campaign and any transition requirements.

Step 5: Campaign Launch & GPS Blueprint

Once the campaign has been built, reviewed, and approved as needed, it's time to launch.

At launch, you'll receive your GPS Blueprint. It documents the go-to-market strategy and provides a clear record of how the campaign is structured, including:

  • Whether it's an account or campaign

  • The goal type, the goal, and how it was set

  • KPAs

  • Channel-level audiences, creative, and geo-targeting

Step 6: Performance Dashboard Setup

After launch, Conduit connects the appropriate channels and data sources into the Performance Dashboard.

Dashboard setup is typically completed within 2–3 days after launch.

After Launch: Keeping the Blueprint Current

The GPS Blueprint isn't just an onboarding document.

Whenever the fundamentals of an account or campaign change, we issue an updated version so everyone is working from the same plan.

That includes:

  • A new campaign launching within the account

  • A change to the goal or goal type

  • KPAs being added, removed, or reprioritized

  • A shift in channels or budget

  • The 90-day performance assessment replacing estimates with the account's own numbers

Each version is logged, so you can always see what changed and why.

The Biggest Thing to Remember

Day 1 doesn't begin simply because the IO was submitted.

Complete access and assets are what allow the team to start building.

The faster those pieces are in place, the faster we can get from onboarding to performance.

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