> For the complete documentation index, see [llms.txt](https://docs.amply.tools/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.amply.tools/user-guide/campaigns.md).

# Campaigns

The dashboard campaign reference: how the list view is organized, the per-type options each campaign exposes, and the When-step mechanics for repeat rules and frequency limits.

> Reference for the dashboard. For the model — what a campaign is, how it composes into a scenario, the lifecycle — see [Scenarios and campaigns](/concepts/scenarios-and-campaigns.md). For step-by-step creation, see [Creating a campaign](/user-guide/creating-a-campaign.md).

## The campaign list

Open **Campaigns** in a project. The list shows every campaign in any state and offers four filter tabs:

* **All**
* **Draft**
* **Active**
* **Cancel**

Open a campaign to view, edit, change state, or delete it. The new-campaign action is **New campaign** at the top right.

What you can do per state:

| State  | State-change button on the detail screen | Other actions |
| ------ | ---------------------------------------- | ------------- |
| Draft  | **Start campaign** (moves to Active)     | edit, delete  |
| Active | **Stop campaign** (moves to Cancel)      | edit          |
| Cancel | **Start campaign** (re-activates)        | edit, delete  |

A state change propagates to every device on the next configuration fetch — see [Campaign delivery](/concepts/campaign-delivery.md).

## Campaign types and their options

### Rate & Review

Prompts the user to rate your app using the platform's native review dialog — the App Store review prompt on iOS, the Play Store in-app review on Android.

Use it for:

* Asking satisfied users to leave a review after a positive moment (completing a purchase, finishing onboarding, earning an achievement).

Options the form exposes:

* **Who** — audience rules. See [Targeting an audience](/user-guide/targeting-an-audience.md).
* **When** — triggering event, optional event-parameter filters, repeat rules, frequency limits.
* No **What** step — the platform dialog is fixed.

Notes:

* On Android, the Play Store's in-app review API only produces a real prompt in release builds distributed through Play. Debug builds show a simulated dialog.
* The platforms cap how often the prompt actually shows, regardless of your repeat rules. Treat "asked" as best-effort.

### Deep Link

Opens a URL when the campaign fires. The URL can be:

* A standard `https://` link (opens in the browser or an in-app web view, depending on how the app handles it).
* A custom URL scheme (for example, `yourapp://promo/spring`) handled by your app's deep-link code.

Use it for:

* Routing users into a specific in-app screen (paywall, offer, onboarding variant, feature tour).
* Sending users to a web destination (blog post, survey, support article).
* Triggering an in-app flow that's already wired up to a scheme your app owns.

Options the form exposes:

* **Who** — audience rules.
* **When** — triggering event, event parameters, repeat rules, frequency limits.
* **What** — the **DeepLink** URL to open.

For the URL to do anything useful, your app needs a deep-link handler registered via the SDK. See [Android integration](/developer-guide/android-integration.md) and [iOS integration](/developer-guide/ios-integration.md).

### Blocking

Marked **Soon** in the dashboard. Not available yet.

## The When step — repeat rules and frequency limits

Every campaign is triggered by an event. The When step lets you control how often a single user is eligible to see it, beyond the audience filter.

**Triggering Event.** Pick an event name — system events like `SessionStarted` or any custom event your app sends. Optionally filter by **event parameters** ("only when `screen_name` equals `paywall`").

**Repeat Rules.** How often the campaign is allowed to fire for one user:

* **every** N events — "every 3rd purchase".
* **on** the Nth event — "on the 1st purchase only".

Scope: **globally** (across sessions, across time) or **in session** (this session only).

**Frequency Limits.** Overall caps, independent of the repeat rules:

* Per **session** — at most N times in a single session.
* Per **device** — at most N times per device, optionally over a window (seconds, minutes, hours, or days).

A campaign that fires too often is almost always a repeat-rules or limits problem, not a targeting one.

## Choosing a type — quick table

| Goal                                               | Type                       |
| -------------------------------------------------- | -------------------------- |
| Ask users to rate the app                          | Rate & Review              |
| Open a paywall variant in-app                      | Deep Link (custom scheme)  |
| Send users to a web offer or survey                | Deep Link (`https://`)     |
| Route marketing cohorts into different onboardings | Deep Link (custom scheme)  |
| Block a flow until something happens               | (Blocking, when available) |

## Related

* [Scenarios and campaigns (concepts)](/concepts/scenarios-and-campaigns.md) — what a campaign is and how it fits a scenario
* [Creating a campaign](/user-guide/creating-a-campaign.md) — step-by-step walk-through
* [Targeting an audience](/user-guide/targeting-an-audience.md) — the Who step in depth
* [Sessions and events](/user-guide/sessions-and-events.md) — events the When step can listen for
* [Campaign delivery](/concepts/campaign-delivery.md) — how a campaign is evaluated