An initiative is a named campaign group at the top of the ads subgraph. It maps to a Meta ad campaign and holds the settings that apply to all the targeting experiments and ad creatives beneath it — platform, objective, budget, and schedule.
A single funnel can contain multiple initiatives running side by side. For example, you might run a Facebook prospecting campaign and a retargeting campaign from the same funnel at the same time.
Add an initiative
Open the funnel canvas
Navigate to your funnel and open the workflow canvas.
Add from Entry Source
Click the + button on the Entry Source node. A new initiative node is created and connected to the Entry Source.
Name the initiative
Click the initiative node to open its settings panel. Enter a name — for example, “Q4 Facebook Campaign”.
Configure campaign settings
Set the following fields in the initiative settings panel:
- Platform — Choose
Meta (Google support is coming soon).
- Objective — Pick the campaign objective:
leads, purchases, traffic, or awareness.
- Budget type — Choose
lifetime, daily, or set at group (set budget at the targeting level instead).
- Budget total — Enter the campaign budget amount when using lifetime or daily budgeting.
- Start date / End date — Set when the campaign runs. End date is optional for ongoing campaigns.
- Special ad category — Required by Meta for ads in certain categories (housing, employment, credit). Leave as
NONE if your ads don’t fall into a regulated category.
- Notes and tags — Optional fields for internal organization.
Multiple initiatives in one funnel
You can add as many initiatives as your plan allows. Each initiative appears as a separate column in the ads subgraph. Adding a second initiative from the Entry Source node places it alongside the first.
Use multiple initiatives when you want to test different platforms, objectives, or budgets within the same funnel without duplicating the entire funnel structure.
Reorder initiatives
Use the left and right arrow controls on an initiative node to change its position in the ads subgraph. Reordering is visual only and does not affect campaign delivery.
Initiative statuses
Initiatives move through the following statuses:
Before you can move an initiative to syncing, review, or live, all required fields must be complete and a Meta account must be connected in Settings → Integrations. Missing configuration will return a validation error.
Delete an initiative
Open the initiative node’s settings panel and select Delete. Deleting an initiative removes it and all its associated targeting experiments and assets from the funnel workflow. This action cannot be undone. 