Scenarios and campaigns

How Amply separates the product thinking ("what flow should this user get?") from the operational unit you configure in the dashboard ("this campaign, live today, for these users").

Scenario — the user flow you want to orchestrate

A scenario is the product-level outcome you are trying to produce. It describes what should happen to a user across time:

• A new install from a paid ad lands on an onboarding variant matched to the ad.

• A user finishes their trial and gets a recovery offer on the next cold open.

• A returning user who hasn't opened the app in 10 days gets a winback prompt.

Scenarios are how PMs and growth managers think about the work. They have a start, a middle, an end, and a reason. They usually involve more than one thing happening in sequence.

Amply does not store a "scenario" object. The scenario lives in your head, in the spec, and on the whiteboard. The dashboard stores the pieces that deliver it.

Campaign — the primitive you configure in the dashboard

A campaign is the unit of delivery. One campaign produces one user-visible outcome (a deeplink opens, the native rate prompt appears) under one set of conditions. A scenario is built from one or more campaigns working together.

Every campaign has three parts:

• Who — targeting conditions that restrict which users are eligible (attributes like country, OS version, app version, install date, custom properties you set on the user).

• When — a triggering event plus frequency rules (how often, how many times).

• What — the action to perform when the campaign fires (open a deeplink, show the native rate prompt).

See Targeting and audiences for the Who, Campaign delivery for the When, and Campaign actions for the What.

Campaign lifecycle

A campaign moves between three states:

State	Meaning
Draft	The campaign exists in the dashboard but is not delivered to any device. Use this while you are still editing.
Active	The campaign is live. Eligible users will see it when its trigger fires.
Cancel	The campaign is retired. It no longer evaluates on device.

State changes propagate to the SDK on its next configuration fetch. Because campaigns are evaluated from a server-delivered configuration, flipping a campaign to Cancel stops it for every user on their next refresh — no app release needed. See Campaign delivery for the delivery model.

How campaigns compose into scenarios

A scenario is usually not one campaign. It's a handful of campaigns that share audience, track the same signals, and hand off to each other.

Example — post-trial recovery scenario:

• Campaign A detects trial end (triggered by a custom TrialEnded event you track) and deeplinks the user to a recovery offer screen on their next session start.

• Campaign B targets the same users 48 hours later, triggered by SessionStarted, and routes to a second, softer offer.

• Campaign C prompts for an app rating once the user has converted (triggered by SubscriptionActivated).

Each campaign is simple. The scenario is the pattern across them.

When to add another campaign vs. widen an existing one

Split a campaign when the audience, trigger, or action changes. Keep it as one campaign when you only want to vary volume or cadence.

• Two audiences receiving the same deeplink → one campaign, broad targeting.

• Same audience receiving different deeplinks depending on a property → two campaigns.

• Same audience and deeplink, but one should fire on session start and the other on a custom event → two campaigns.

Campaign types

Amply supports a small, fixed set of campaign types, each producing a specific user-visible action:

• DeepLink campaign — opens a URL on the device. Route the user to a screen inside your app, or to an external URL. See Campaign actions.

• RateReview campaign — presents the platform's native rating prompt (App Store, Google Play).

On naming. This documentation uses DeepLink and RateReview when talking about campaign types as an abstract concept. The dashboard UI labels the same types as Deep Link and Rate & Review on buttons and tabs. Both refer to the exact same thing.

Related

• Targeting and audiences — how the "Who" is built

• Campaign delivery — how the "When" is built and how rollout works

• Campaign actions — the "What" actions

• Creating a campaign — step-by-step how-to in the dashboard

• Testing and rollout — how to take a campaign from Draft to Active safely