Campaigns: posts, WhatsApp broadcasts and emails under one goal

A campaign groups the social posts, WhatsApp broadcasts and email broadcasts you run for one goal, adds up their results on its Channels tab, and can be planned with AI.

Campaigns (/app/campaigns) groups everything you do for one goal — social posts, WhatsApp broadcasts and email broadcasts — so their results add up in one place. Anyone in the workspace can look at campaigns; creating one needs the Create task and the Owner, Admin or Editor role, and so do adding, removing and the Settings tab. Deleting a campaign is for Owners and Admins.

Campaigns and broadcasts: what's the difference

A broadcast is one message on one channel: a WhatsApp broadcast, an email broadcast, a Telegram broadcast, a Messenger broadcast or an Instagram broadcast, each sent from that channel's own page (Engage → Broadcasts in the sidebar) and each with its own results. A campaign is not another channel — it is the folder that groups the broadcasts (and posts and ads) you are running for one goal, so you can plan them together and read their combined results on one Channels tab instead of jumping between five pages. Send a broadcast on its own page when you only need that one channel; group broadcasts into a campaign when several channels are working toward the same goal, for example a WhatsApp broadcast and an email broadcast both announcing the same offer. A broadcast does not have to be part of a campaign — Part of a campaign (optional) on its composer is exactly that: optional.

Step by step: start a campaign by hand

Press New campaign (top of the page). The window New campaign opens.
Type a Name (required, up to 120 characters), e.g. Ramadan offers 2026.
Optional: pick a Goal (Awareness, Leads, Sales or Retention; No goal set by default), type a Description, and set Starts and Ends (the end cannot be before the start: "The end date is before the start date.").
Under Channels you plan to use, tick Social posts (ticked by default), WhatsApp broadcasts, Email, Telegram, Messenger, Messenger marketing messages and/or Instagram messages. Each one gets a section on the campaign's Channels tab.
Press Create campaign. The campaign opens on its own page.

Step by step: plan a campaign with AI

Under Plan a new campaign with AI, type the goal in Campaign goal (e.g. Launch our summer collection) (required, up to 500 characters).
Set Duration in days (1 to 90) and tick the platforms the posts are for (at least one).
Optional: add an Optional brief / theme (up to 1,000 characters), and tick Also suggest WhatsApp broadcasts to get 1 to 3 broadcast ideas with the posts.
Press Generate plan. The campaign is saved as Draft and Review plan shows a summary and each post: Day N, its title, why it fits, and the text and hashtags for each platform. Broadcast ideas are listed under Suggested WhatsApp broadcasts; they are ideas only, nothing is sent.
Press Approve & create (here, or on the campaign's page while it is a draft). The message says "Approved: N posts created as drafts, M of them with a planned time ((time zone)). Nothing is scheduled yet - open each post under Content, then validate and schedule it."

The campaign list

Your campaigns shows each campaign with its status (Draft or Active), the number of posts and of WhatsApp broadcasts, the start date, its goal, and Archived when it is archived. Tick Show archived to list archived campaigns too.
Press the name or Open to open the campaign's page (/app/campaigns → a campaign). All campaigns goes back.

The Channels tab

Results across channels adds up everything in the campaign: - People reached — post reach (as the networks report it) plus WhatsApp messages, emails and Telegram messages delivered and Messenger, Messenger marketing and Instagram messages sent. Someone reached on two channels counts twice. - Delivered, Read / opened, Replies and Clicks — from the WhatsApp broadcasts (read receipts, button taps), from the email broadcasts (opens, only when the campaign counts them, and clicks on tracked links), from the Telegram broadcasts (delivered and button clicks; Telegram does not report reads) and, for Clicks, the link clicks the networks report for the posts. - Conversions — leads marked converted and bookings made within 7, 14 or 30 days after the person read one of the campaign's WhatsApp messages (switch with Conversions counted within). Each is counted once, even if the person read several broadcasts. The revenue under it is the leads' value. - Message cost — what Meta charged for the WhatsApp messages, per currency.

Below come one section per channel: Social posts, WhatsApp broadcasts, Email, Telegram, Messenger, Messenger marketing messages, Instagram messages and Ads, each with a line of totals and one card per post, broadcast or email broadcast, with its status (Draft, Scheduled, Running, Paused, Done, Failed or Cancelled) and its key numbers (an email card also shows its Subject). Open opens a post in Content; Open results opens the broadcast's page with its full results (Broadcast results), the email broadcast's results under Email broadcasts (Email broadcasts), a Telegram broadcast's results under Telegram broadcasts (Telegram broadcasts), or a Messenger or Instagram broadcast's results under Messenger broadcasts or Instagram broadcasts (Messenger and Instagram broadcasts), or a Messenger marketing message's results under Messenger broadcasts → Marketing messages (Messenger marketing messages). An Ads card is a Click-to-WhatsApp ad: it shows Meta's spend, the conversations it started and its reach (or Dry run: not sent to Meta), and Open results opens it on the WhatsApp Ads tab (Promote on WhatsApp).

Step by step: add to a campaign

On the Channels tab press Add channel.
Pick New WhatsApp broadcast to open the WhatsApp broadcast wizard with Part of a campaign already set to this campaign; the broadcast shows here as soon as you create it (even as a draft).
Pick New email broadcast to open the email broadcast composer with Part of a campaign (optional) already set to this campaign; it shows here as soon as you save it (even as a draft). New Telegram broadcast (Telegram broadcasts), New Messenger broadcast and New Instagram broadcast (Messenger and Instagram broadcasts) open their composers the same way, and so does New Messenger marketing message (Messenger marketing messages, paid, to people who subscribed to a topic of your Page). New ad (Promote on WhatsApp) opens the Promote on WhatsApp drawer on the Ads tab with Part of a campaign (optional) set to this campaign; the ad shows here as soon as you create it (a dry-run ad too).
Or pick Existing WhatsApp broadcast, Existing email broadcast, Existing Telegram broadcast, Existing Messenger broadcast, Existing Instagram broadcast, Existing Messenger marketing message, Existing ad or Existing posts: the window lists the 50 newest that are in no campaign. Press Add next to each one you want, then Close.
An idea under Suggested by the AI plan has Create this broadcast, which opens the wizard for this campaign with the idea's name. You still pick the number, an approved template and the audience.

To take something out, press Remove from campaign on its card and confirm with Remove. Nothing is deleted or cancelled: the post stays in Content, the broadcast in WhatsApp, the email broadcast under Email broadcasts, and a Telegram, Messenger or Instagram broadcast or a Messenger marketing message on its own page, outside any campaign.

Send across channels

The Across channels tab (between Channels and Settings on the campaign's page) sends one message over several channels. Each person gets it on the first channel in your order that can reach them, and never on two channels, unless a message fails and you switched on the fallback. Each channel's part is an ordinary broadcast of the campaign, so its results also show on the Channels tab and on that channel's own page.

Step by step: send one message across channels

1. On the campaign's page open Across channels and press Send across channels (or on the Channels tab press Add channel, then Send across channels). The page Send across channels opens (/app/campaigns → a campaign → Send across channels). It needs the Owner, Admin or Editor role and a campaign that is not archived. 2. Type a Name (required; only your team sees it). Each channel's broadcast is named after it, for example "Eid offer - WhatsApp" and "Eid offer - Email". 3. Under Channels, in order of preference, tick the channels to use and put them in order with the up and down arrows next to each one. For each ticked channel choose what it sends from under Send from: the WhatsApp number, the email channel, the Telegram bot, the Facebook Page or the Instagram account. A ticked channel with nothing connected says "Not connected: nobody gets it on this channel; the next channel takes their people." 4. Under The message on each channel, press a channel's name to write its part: - WhatsApp — choose the WhatsApp template (the number's approved templates that can go in a campaign), then under What fills each variable what fills each variable, exactly as in step 3 of the WhatsApp broadcast wizard, and the header media, coupon code, offer end or products the template needs. The phone on the side shows the message with sample values. - Email — Subject (required, up to 150 characters), Preview text, Message (required, plain text) and, together or not at all, Button text and Button link (https). - Telegram — Message (required; Telegram formatting: <b>bold</b>, <i>italic</i>, links) and Photo link (optional). - Messenger and Instagram — Message (required; up to 2,000 characters on Messenger and 950 on Instagram) and Image link (optional). 5. On the email, Telegram, Messenger and Instagram parts, Copy from WhatsApp fills the text from the chosen template: a variable filled with the person's first name becomes {{first_name}} (with its fallback), a variable with the same text for everyone keeps that text, and WhatsApp's *bold* becomes bold on Telegram (plain text elsewhere). Check the wording afterwards. Insert first name adds {{first_name}} where the cursor is. The Preview on the side, Desktop or Phone (375 px wide), is the real message as that channel renders it. 6. Under Who gets it, keep Everyone in Contacts or choose a list or segment under Only people in; optionally tick lists under Leave out people in and type tags, separated by commas, under Leave out people with these tags. 7. Under If a message fails, switch on Try the person's next channel when their message fails to use the fallback, and set Wait before the next channel (minutes) (5 to 1,440; 60 by default). 8. Under When, choose Send now, Schedule (then set Send at, in your computer's time) or Save as draft. 9. Press Run simulation and read who goes where (see below). 10. Press the button at the bottom, which follows your choice under When: Create and send now (it asks Send to N people now?; confirm with Send now), Schedule or Save as draft. You are taken back to the Across channels tab, where the send is listed.

Who can get which channel

WhatsApp — the person has a WhatsApp number that works, agreed to marketing (for a Marketing template), did not send STOP, and did not get a WhatsApp broadcast in the last day.
Email — they agreed to email marketing in Contacts, and their address did not bounce, unsubscribe or land on the do-not-email list.
Telegram — they started your bot and did not block it.
Messenger and Instagram — they wrote to your Page or Instagram account in the last 24 hours and that window is still open at the send time.
People come from Contacts. Newsletter subscribers who are not contacts are not included; reach them with an email broadcast.
Your messaging rules (Settings → Messaging rules: send windows and frequency caps) apply on every channel. The frequency cap counts the person once: someone over the cap on their channel is skipped and does not get another channel instead.

The simulation

Run simulation changes nothing and sends nothing. It shows how many people will get it out of the people in the audience, a bar with each channel's share, and one line per channel in your order: "N by WhatsApp" (their first channel), how many go now and how many wait for their send window, how many are over the frequency cap, how many more could get that channel after a failure elsewhere, and for Messenger and Instagram how many 24-hour windows are open now and close before the send. Left out on (channel): opens that channel's reasons (no consent, opted out, no WhatsApp number, window closed…). Reachable on no channel is split into people with no number, email address or chat on the chosen channels, and people who have one but whose channel's rules leave them out. A few people lists some people with their channel and, after "then", their next channels. Run it again after a change ("You changed something since the last run - run it again.").

The fallback

With the fallback on, when a person's message FAILS on their channel (it was not delivered: a number WhatsApp cannot reach, a bounced email, a blocked bot), OmniBrand waits the minutes you chose and then sends it on their next channel that still accepts them (checked again at that moment: consent, block, the 24-hour window). It never uses another channel for a message that was only unread, was skipped (consent withdrawn, window closed), was over the frequency cap, or was interrupted while sending (it might have arrived). A person is moved once per failure, even with several servers or after a restart. The failed message no longer counts toward the frequency cap, so the person still counts once. With the fallback off, a failed message stays failed.

Results of a send

Each send on the Across channels tab shows its status (Draft, Scheduled, Sending, Done or Cancelled), how many people are reachable and how many on no channel, the fallback setting, how many moved to their next channel and how many failed with no channel left, and one line per channel in your order: people, sent, delivered and failed, how many came after a failure on an earlier channel, and Open results for that channel's broadcast. A channel that only takes people after a failure elsewhere says "Nobody yet - takes people whose message fails on an earlier channel". Send now starts a draft; Cancel send asks Cancel this send? and then skips everyone not reached yet on every channel; Delete removes a send that never started, with its channel drafts.

Settings, archive and delete

The Settings tab has the same fields as New campaign; press Save changes.
Archive campaign hides it from the list and from new broadcasts. Everything in it is kept and still counts on the Channels tab. Restore (on the tab or on the yellow banner) brings it back.
Delete campaign (Owners and Admins) asks Delete this campaign? and then Delete. It works only for a campaign that never reached anyone: posts that were published or are on their way, or a WhatsApp broadcast, email broadcast, or Telegram, Messenger or Instagram broadcast that already went out, refuse the delete ("… Archive the campaign instead."). Draft posts and unsent broadcasts and emails are kept, outside any campaign.

What happens after Approve & create

Each planned post becomes a content item (source campaign) with one variant per platform. The campaign becomes Active.
For every platform where you have a connected account, the variant gets an account with its planned date: the campaign's start day plus the post's day, at your best posting hour, both in the workspace time zone (Settings, Workspace, Timezone; the message names it). That account starts as Draft, so nothing goes out by itself: open the item in Content, press Validate, then Approve (or Request approval in a workspace with an approval chain), then pick the date and time with Schedule (or Publish now).
Platforms without a connected account get a variant only; connect an account to it later.

If something goes wrong

Generate plan stays grey — type a goal and tick at least one platform.
"Campaign planning failed (provider): …" — the AI did not return a usable plan; try again or shorten the brief.
"Campaign has already been approved" — the plan was already turned into content.
"This campaign is archived. Restore it before adding to it." — press Restore first.
"It already belongs to another campaign. Remove it there first." — open that campaign and use Remove from campaign.
"Nobody in this audience can be reached on these accounts. Run the simulation to see who is left out and why." — connect an account, tick another one, or choose another audience.
A message that starts with a channel's name, such as "WhatsApp: Template … is PAUSED", on Create and send now — that channel's part cannot be used; fix it or untick the channel.
"This broadcast is part of a cross-channel send; its people were chosen there…" — a channel's broadcast made by Send across channels cannot be edited on its own page; cancel the send and make a new one.
"Only a send that never started can be deleted. Cancel it instead; its results stay." — use Cancel send.

Good to know

A plan counts as 3 AI generations when it runs on included AI.
A campaign left in Draft creates no posts until you press Approve & create.
Pictures are not generated; attach media to each variant yourself.
Telegram, Messenger and Instagram broadcasts each have their own article: Telegram broadcasts, Messenger and Instagram broadcasts.

Official references

Checked against the product on Sep 24, 2026