# Launch settings Every setting a launch takes: the Meta account and budget guardrail, the campaigns' objective and bidding, the ad sets' audience, the ads' call to action. ![Launch settings, Account: Meta account Connected, the ad account Vital Root Ads and the Facebook Page Vital Root chosen, Pixel and Instagram account set to None, then Budget guardrail with its two limits, 10,000.00 per campaign or ad set and 50,000.00 per launch](https://docs.omnymous.com/media/generation/launcher/settings-and-budgets/account.03a73519.avif) **Launch settings** opens from **Settings** in the Structure step's toolbar, beside the plan. It has four tabs. **Account** is the store's own: what you save there applies to every launch from the store. **Campaigns**, **Ad sets** and **Ads** belong to the launch you are setting up, and **Save as store defaults**, at their foot, makes them the starting point of every new one. Amounts are in the ad account's currency. ## Account | Setting | What it is | | --------------------- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **Meta account** | The store's Meta connection, and where it stands: **Connected**, **Not connected**, **No ad account**, **Reconnect needed** or **Couldn’t check**. When it is not **Connected**, the one thing to do takes the place of the settings below. See [Manage your ad platforms](https://docs.omnymous.com/workspace/integrations). | | **Ad account** | Required. The Meta ad account used for billing and campaign management. | | **Facebook Page** | Required. The page that will own the ads. Users see this page name on ads. | | **Pixel** | The Meta Pixel for conversion tracking. Required for the **Sales** objective. | | **Instagram account** | Optional. Link an Instagram account for Instagram ad placements. | Press **Save settings** to keep them. Until you do, the foot reads **Unsaved changes**, and **Launch** still waits for an ad account and a Page. ## Budget guardrail **The launch refuses any campaign or ad set whose daily budget is above this — a budget typed with two extra zeros ships as-is otherwise.** ![Budget guardrail: Max daily budget per campaign / ad set, empty, showing 10,000.00 (default), then the limits launches are held to: 10,000.00 per campaign / ad set and 50,000.00 per launch (all budgets, daily), both the platform default](https://docs.omnymous.com/media/generation/launcher/settings-and-budgets/guardrail.9c4957ff.avif) | Limit | Default | What it holds | | ----------------------------------- | --------------- | ----------------------------------------------------------------------------------------------------------------------------------------------------- | | **Per campaign / ad set** | 10,000.00 a day | The daily budget of any one campaign, or of any one ad set when ad sets carry the budget. Set your own in **Max daily budget per campaign / ad set**. | | **Per launch (all budgets, daily)** | 50,000.00 a day | All the launch's daily budgets added up. It rises to your own per-campaign limit when that is higher. | Under each figure, **this store** or **platform default** says where it comes from. A launch over either limit creates nothing: see [Launch and recover](https://docs.omnymous.com/generation/launcher/launch-and-recover#the-launch-was-refused). ## Campaigns | Setting | Choices | | ------------------------------- | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **Objective** | **Sales** to start with, **Leads**, **Traffic**, **Awareness** or **Engagement**. Changing it sets **Bid strategy** back to **Highest volume**, because Meta allows different strategies for each. | | **Budget** | The switch between **ABO** and **CBO**: with **CBO**, each campaign carries the budget (**Campaign budget**); with **ABO**, each ad set does (**Per ad set**). | | **Daily budget (per campaign)** | The daily budget of each campaign, or **Daily budget (per ad set)** with **ABO**. Required. | | **Bid strategy** | **Highest volume**, **Bid cap**, **Cost per result goal** or **ROAS goal**. The last three ask for their amount: the bid cap, the cost per result, or the **Minimum ROAS**, as in 2 for 2.0x. | | **Initial status** | **Paused**: the campaigns are created on Meta paused, and start when you start them in Ads Manager. **Active**: they start delivering once Meta approves the ads. | ## Ad sets | Setting | Choices | | ---------------------------------------- | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **Optimization goal**, **Billing event** | Shown, not changed: **OFFSITE\_CONVERSIONS**, so the ad sets optimize for conversions on your site, and **IMPRESSIONS**, so they are billed by impressions. | | **Conversion event** | **Purchase** to start with, **Add to Cart**, **Initiate Checkout**, **Add Payment Info**, **Lead**, **Complete Registration**, **Subscribe**, **Start Trial**, **View Content** or **Search**. | | **Attribution window** | **Meta default (7d click · 1d view)** to start with, **7-day click only**, **1-day click only**, **1-day click · 1-day view**, or **7-day click · 1-day view (explicit)**. It changes what Meta credits, not what Omnymous does. | | **Audience** | Where, and to whom, the ads are shown. **18–65** to start with, and no country: press **Edit**. | | **Schedule** | **Start** and **End**. Leave empty to start delivering as soon as ads are approved, with no end. | | **EU compliance (DSA)** | **Beneficiary** and **Payor**: the legal entities the ads benefit and that pay for them. Required when targeting EU countries (DSA Article 26). | **Edit**, beside the audience, opens **Audience**, where a launch needs at least a country or a custom audience: ![Audience: Location with the presets North America, Europe (EU), English-speaking, DACH, Nordics and Southeast Asia and Search countries, then Demographics with the age range and gender, Interests, Custom Audiences and Platforms, and Apply](https://docs.omnymous.com/media/generation/launcher/settings-and-budgets/audience.6e679c90.avif) | Section | What it sets | | -------------------- | ------------------------------------------------------------------------------------------------------------------------------------ | | **Location** | The countries. A preset adds a group at once, such as **North America**; **Search countries...** adds one. | | **Demographics** | **Age Range**, from 13 to 65+, and **Gender**: **All**, **Male** or **Female**. | | **Interests** | Meta's interest targets. Type at least 2 characters to search. | | **Custom Audiences** | The audiences already in your Meta ad account, such as your website visitors. Create them in Ads Manager first. | | **Platforms** | **Facebook**, **Instagram**, **Messenger** and **Audience Network**. All platforms selected — Meta optimizes delivery automatically. | Press **Apply** to keep the audience. ## Ads | Setting | Choices | | -------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ | | **Call to action** | **Shop Now** to start with, **Learn More**, **Sign Up**, **Buy Now**, **Get Offer**, **Subscribe**, **Contact Us** or **Download**. | | **URL parameters** | Your own parameters on every ad's link. See [Add your own URL parameters](https://docs.omnymous.com/generation/launcher/structure-and-naming#add-your-own-url-parameters). | | **Burn captions into video ads** | Shown when you launch a video, and on to start with: generated videos launch with their captions burned in, since most feed video plays muted, and Reels and Stories take no caption file. Uploaded videos launch as they are. | | **Advantage+ enhancements** | Off, and not yet available: launches use the Meta ad account's own defaults. | ## One campaign or ad set, differently Click a campaign card on the Structure step to change that campaign alone: its **Initial status**, and its **Daily budget** when campaigns carry the budget. An ad set card does the same for its **Daily budget**, when ad sets carry it, and its **Targeting**, with **Override**. ![The panel of the campaign Fall launch — The 3am Economy, 1 ad set · overrides apply to this campaign only: Overrides, with Initial status and Daily budget, each marked Global](https://docs.omnymous.com/media/generation/launcher/settings-and-budgets/override.44dd5462.avif) A setting the launch applies to everything reads **Global**; one you changed here reads **Overridden**, and **Reset to global** takes it back. ## Related - [Split a launch and name it](https://docs.omnymous.com/generation/launcher/structure-and-naming): Decide where each kind of piece splits your launch, into campaigns, ad sets or ads, name every level from its pieces, and add your own URL parameters. - [Launch and recover](https://docs.omnymous.com/generation/launcher/launch-and-recover): Press Launch, watch Meta create each ad, and know what to do when a launch is stopped, refused, or leaves ads failed or unconfirmed. - [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. --- Source: https://docs.omnymous.com/generation/launcher/settings-and-budgets