A campaign in Growth Method moves through five stages:
Backlog → Planning → Live → Analysing → Complete
New ideas sit in your backlog until you start them. A campaign is considered started once it reaches Planning. By default we encourage teams to follow agile best practices and complete a campaign within about six weeks.
What moves a campaign forward
Moving a campaign from one stage to the next is a deliberate step, not something that happens on its own. The AI helps with the work inside a stage, from drafting the idea to weighing the results, but it doesn’t decide when the campaign moves on. You do, by starting a campaign, launching it Live, and marking it complete.
A campaign’s chat always leads with a button for its next step: Plan campaign while it sits in the backlog, Launch campaign once it’s planned, and Analyse campaign once results are in. Each opens a guided flow that does the work with you, and the planning and launch flows move the stage as they finish. If you ask the AI to move a stage directly in chat, it points you to the right flow instead.
There’s one move that happens on its own, even when you run a campaign by hand: once a campaign has been Live for its set duration, it moves to Analysing automatically and your team is notified. Every other move is yours to make.
If you set up a custom agent, it can make these moves for you on a schedule. A Manual agent drafts an idea and stops in your backlog; an Autonomous agent you’ve accepted responsibility for can plan a campaign and take it Live on its own. Either way it follows the same stages, in the same order, and you can reopen its conversation to see exactly what it did at each one.
Backlog
New campaigns are created with the hypothesis builder and scored automatically. Unscored and scored ideas form your backlog.
- Duration: none
- Next stage: Planning (manual)
Planning
Your idea becomes an actionable experiment. Most of the build work happens outside Growth Method, but record what your team did here. In line with agile best practices, this stage should take no more than seven days.
- Editable fields: Planning
- Suggested duration: 1 week
- Next stage: Launch Campaign (manual). Your team is notified when it goes Live.
Live
Once built, the campaign goes live. Campaigns stay live for 28 days by default, then move to Analysing automatically, and members are notified.
The 28-day default applies to every campaign and is set under Settings → General as Campaign duration. To give one campaign a different length, set its Duration on the campaign page, in days. Leave it blank to use the team default. This helps with channels that take longer to show results, such as SEO.
While a campaign is live, its page shows a Live section with when it started, when it is due to finish, and how far through its run it is. The same section appears on the campaign’s shared page, so anyone you share it with can see it is running.
If an agent launched the campaign, the Live section links to the full conversation, where you can see exactly what it did, step by step.
- Editable fields: Planning, Results
- Duration: 28 days by default, or a per-campaign value you set
- Next stage: Move to Analysing (automatic)
Analysing
Gather data and complete your analysis. This should take no more than seven days. See recording results.
- Editable fields: Planning, Results
- Suggested duration: 1 week
- Next stage: Move to Complete (manual)
If the results aren’t a clear read yet, you can extend the campaign’s duration to put it back in market.
Complete
Once analysis is done, move the campaign to Complete. All team members are notified.
Extend a finished campaign
Sometimes a campaign reaches Analysing without a clear read, for example when a site change landed mid-test. You can give it more time in market without starting a new version.
On the page of a campaign in Analysing or Complete, select Extend duration under the Duration field and choose how many extra days it should run. The campaign:
- moves back to Live, keeping its original live date, so the run is one continuous window rather than a restart
- moves to Analysing again automatically once the extra days have passed
- records a note of the extension in its results write-up
Your team isn’t notified again: extending continues an existing run rather than launching a new one. You can also ask the AI in chat to extend a campaign for you.
If a campaign is still Live and needs longer, set its Duration on the campaign page instead.