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When to start your campaign and how long to run it are difficult questions. Wave suggests what might be a good running time based on the best available data. Please note that this can vary greatly depending on your region and audience behaviour and should be considered as part of an overall strategy.
After analysing the data of the last years and gathering feedback from our clients, we have determined that the ideal duration for a campaign is longer than 4 weeks, best between 6 to 12 weeks. Due to the way campaign optimisation works, we recommend a minimum of 2 weeks - as testing variations takes some time. When using Future Demand's attribution model (only available for FD Live User), campaigns with a run time shorter than 2 weeks will not receive campaign results due to the lack of sufficient data points. If you are curious about how we evaluate campaigns, you can take a look at our attribution model.