# How the Launcher works

The Launcher turns creatives and their pages into a Meta campaign in four steps, and records what each ad was made from so its results can be credited.

![The Launcher on its third step, Structure: Campaigns, Ad sets and Ads side by side, one campaign split by hook, angle and avatar, one ad set by product, and two ads, each a creative paired with the advertorial Why Magnesium Glycinate Complex Works When Melatonin Didn't](https://docs.omnymous.com/media/generation/launcher/index/structure.2aa792d7.avif)

The Launcher puts what you made live on Meta. You choose creatives and the pages they send buyers to; it pairs each creative with the pages that tell its story, splits the campaign by the pieces they were made from, and creates every campaign, ad set and ad in your Meta ad account. Each ad keeps a record of its pieces, which is how Analytics can credit a sale to a hook or an angle, not only to an ad.

> **Limit:** Launching is Meta-only today. Google and TikTok connect for reporting: their spend reaches your analytics, but the Launcher does not create ads on them.

## In short

- Four steps: **Creatives**, **Pages**, **Structure** and **Launch**. What you choose is kept as you go.
- Every ad is one creative and one page that tells the same story. The pieces they were made from decide how the launch splits into campaigns, ad sets and ads.
- **Launch** waits until the launch has everything it needs, and says what is missing.

## The four steps

1. **Creatives**

   **Choose images and videos from your library**: the ads' creatives. Images and videos you make in Studio are here as soon as they are made. See [Assets](https://docs.omnymous.com/library/assets).

2. **Pages**

   **Pick landing pages, advertorials, and listicles**: where the ads send buyers. A page has to be published on your store first, since an ad links to its address. See [Publish a page](https://docs.omnymous.com/generation/pages/publish).

3. **Structure**

   **Configure the Meta Ads structure**: the campaigns, ad sets and ads the Launcher plans, with their settings, pairings and copy. See [Split a launch and name it](https://docs.omnymous.com/generation/launcher/structure-and-naming).

4. **Launch**

   **Deploying campaigns to Meta**: each ad as Meta creates it, and what to do about the ones it could not. See [Launch and recover](https://docs.omnymous.com/generation/launcher/launch-and-recover).

The steps across the top show where you are. **Back** and **Next**, at the foot, move between them; on the third step, **Next** becomes **Launch**. On a phone, the top shows the step's number and name beside a four-part bar.

## What an ad is made of

An ad is one creative and one page. The Launcher pairs each creative with every page you picked that carries its story, the same angle, product and avatar, and leaves out a page that tells a different one. See [Pairing](https://docs.omnymous.com/generation/launcher/pairing).

The pieces your creatives and pages were made from, such as their angle, hook, avatar and product, are the launch's **variables**. Each kind of variable splits the launch at one level: one campaign per angle, one ad set per product, or a different value on each ad. Every ad keeps a record of its pieces, so their results can be compared in Analytics. See [How Omnymous works](https://docs.omnymous.com/getting-started/how-omnymous-works).

## Each ad's words

Every ad needs a **Headline** and a **Primary text**. A creative may carry its own, from the copy it was made with; the Structure step marks the others **Needs ad copy** and counts them in its toolbar, as in **2 creatives without ad copy**. Press **Write** to open **Ad copy**.

![Ad copy, 2 of 2 creatives ready: Default copy with its Headline and Primary text, each for 2 creatives with a Library button, then By creative, listing both creatives with the copy they will run](https://docs.omnymous.com/media/generation/launcher/index/copy.824e0e57.avif)

**Default copy** runs on every ad whose creative has no copy of its own; under **By creative**, each creative can have its own. **Library** offers headlines and primary texts already in your Library, and an ad that runs one is credited to it. The copy is sent exactly as written, never cut: a headline over 255 characters or a primary text over 2,000 holds the launch until you shorten it.

## Your setup is kept

From the first creative you tick, the header reads **Saved automatically**: your choices are kept in this browser, and the Launcher opens where you left them, even after a reload (a launch you were watching reopens on **Structure**). **Reset** clears them and starts over at the first step, at once: it does not ask first.

A launch does not clear them either. Press **Launch** again on the same setup, and the Launcher asks first: **Launch again as a new launch?** says what the earlier launch left on Meta, and **Launch as new** creates a new set of campaigns, ad sets and ads. A launch that failed with nothing changed since is launched again in its place, without asking.

Some actions elsewhere open the Launcher on a creative, such as a launch card in [Omni](https://docs.omnymous.com/omni) or an insight's action. They start a new setup in place of the one in progress.

## What holds a launch back

**Launch** looks greyed out until the launch has what it needs, and the line beside it (above it on a phone) says what is missing, as in **Needs ad account · page +3**. Rest the pointer on **Launch** for the whole list, under **To launch**; press it, or the line, to open the first fix.

![Launch, greyed out, with its list open above it: To launch, Choose a Meta ad account, Choose a Facebook Page, Set a daily budget, Add a target country or custom audience, 2 creatives need a headline and a primary text](https://docs.omnymous.com/media/generation/launcher/index/gate.27cc051d.avif)

| What it says                                                                                                       | Where to fix it                                                                                                                                             |
| ------------------------------------------------------------------------------------------------------------------ | ----------------------------------------------------------------------------------------------------------------------------------------------------------- |
| Choose a Meta ad account · Choose a Facebook Page                                                                  | **Settings**, under **Account**, then **Save settings**. See [Launch settings](https://docs.omnymous.com/generation/launcher/settings-and-budgets#account). |
| Set a daily budget                                                                                                 | **Settings**, under **Campaigns**.                                                                                                                          |
| Add a target country or custom audience                                                                            | **Settings**, under **Ad sets**, **Audience**.                                                                                                              |
| 2 creatives need a headline and a primary text, with your number                                                   | **Write**, above.                                                                                                                                           |
| No compatible creative–page pairs yet                                                                              | No page tells your creatives' story. See [Pairing](https://docs.omnymous.com/generation/launcher/pairing#no-compatible-pairings).                           |
| Fill in the campaign name template · Campaign name uses `{hook_name}` — not split at campaign level, for any level | The column's name template. See [Name each level](https://docs.omnymous.com/generation/launcher/structure-and-naming#name-each-level).                      |
| Connect Meta · Reconnect Meta: it stopped authorizing this store · Give the connected Meta login an ad account     | The Meta connection. See [My launch was refused or ads failed](https://docs.omnymous.com/troubleshooting/launch-problems).                                  |

## Where this shows up

- [Launch your first campaign](https://docs.omnymous.com/getting-started/launch-your-first-campaign): Pick creatives and the page they lead to, let the Launcher plan the Meta campaign, set its account and budget, and launch it.
- [Campaigns](https://docs.omnymous.com/analytics/campaigns): Campaigns sets what each ad platform claims beside what Omnymous credits, from the channel down to the single ad.
- [Manage your ad platforms](https://docs.omnymous.com/workspace/integrations): Connect Meta, Google or TikTok to a store after setup, reconnect one that stopped updating, refresh what it reads, and disconnect it.

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Source: https://docs.omnymous.com/generation/launcher