A campaign in gas brings together the performance of one marketing activity from all the networks where it ran, under a single name and a single period. Instead of five numbers from five systems you get one overview: how much the activity cost, how many people it addressed, how many times the content was shown and how many times people clicked on it. It is useful whenever an activity has its own name and dates (spring sale, summer by the water, festival support) and you need to report on it to a client or to management.
What a campaign in gas is and what it is not
A campaign in gas is not the same thing as a campaign in Meta Ads, Google Ads, Sklik or Pinterest. Campaigns in ad systems keep running exactly as you set them up there, and gas does not interfere with them: it does not create them, does not change budgets or targeting, and does not start or pause advertising.
A campaign in gas is an umbrella record. It consists of a name, a period from when to when, a planned budget and a tag by which gas recognises what belongs to the activity. On top of that it continuously calculates a summary for all the involved networks together.
Several things follow from this:
- One campaign in gas usually covers several campaigns from several systems, plus the posts, videos and pins you published for the activity.
- When you delete a campaign in gas, nothing happens in the ad system. Only the summary view disappears.
- The budget you fill in for the campaign is your planned amount. gas does not send it anywhere, it serves for comparison with the actual spend.
Before you start
- Campaigns are part of all plans, but the number of campaigns is limited by your plan. The bar above the campaign list shows how many more you can create. You will find your plan in Settings → Customer account → Subscription.
- Campaigns can be created, edited and deleted by the Administrator and User roles. The Viewer role can see campaigns but cannot change them.
- Only what your customer account has connected in Settings → Customer account → Linked accounts is counted into the summary. Ad networks are also usually part of higher plans, so on the lowest plan a campaign will add up organic profiles and the website, but not ad spend.
How a campaign gets its data
gas has no way of knowing by itself that the ad campaign "Brand video" and an Instagram post belong to the same activity. You create this link yourself, in two ways.
With a tag in the name and in the text. You give the campaign a short tag, for example #JARO2026, and then write it everywhere content should belong to the activity.
- In the campaign form, fill in the Campaign hash field. It has to start with a hash sign, for example
#JARO2026. In the campaign detail the same value is shown as Tag and in the list as the Hash column. - Put the same tag into the ad campaign name in Meta Ads, Google Ads, Sklik or Pinterest Ads, for example "Brand: #JARO2026 video". It can be anywhere in the name: at the beginning, in the middle or at the end.
- For organic content, write the tag into the post text or the video description, like an ordinary hashtag. This applies to posts on Facebook and Instagram, videos on YouTube and TikTok and pins on Pinterest.
- At every recalculation gas looks up everything that carries the tag and adds it up into the campaign.
With a UTM parameter for the website. When the activity leads to your website and you want to see sessions in the campaign as well, fill in the UTM campaign field. Based on it, gas finds the visits in Google Analytics whose campaign name matches that value, and adds the number of users and page views. If you leave the field empty, the website part of the campaign stays at zero.
Custom measurement is assigned to a campaign differently, by direct selection: the custom measurement form has an Assign to campaign field. The tag is not used for it.
Choose the tag so that it is not at the same time part of another tag. If you have one campaign with the tag #JARO and another with the tag #JARO2026, the first one will also pull in the data of the second.
How to create a campaign step by step, what fields the form has and how to fill in the period and budget is described in the article Creating a campaign.
What is counted into the summary
A campaign collects data from these sources, always only from the ones you have connected:
- Spend: Meta Ads, Google Ads, Sklik, Pinterest advertising and custom measurement.
- Impressions and clicks: to the above are added posts on Facebook and Instagram, Instagram stories, videos on YouTube and TikTok, Pinterest pins and website sessions from Google Analytics.
- Reach, that is the number of people addressed: Meta Ads, Instagram posts and stories, unique website visitors and custom measurement. Sklik and Google Ads do not provide the number of people addressed, so gas has nowhere to take it from for them.
An ad campaign is counted into the summary when it carries the tag in its name and its run time overlaps with the campaign period. Organic content is counted when it carries the tag in its text and at the same time was published within the campaign period. So a post published before the campaign start is not counted, even if it contains the tag.
What you will see
Open Campaigns in the left menu. The list has a row for each campaign with the columns Name, Hash, Budget, Impressions, Reach, Engagement rate and To. The last row, Summary, adds up the budgets, spend and impressions of all listed campaigns; for reach and engagement rate it shows the average.
Above the list there is the period selection and a toggle for campaigns in this period only. When it is on, the list keeps only campaigns that fit entirely into the selected period; when it is off, it also shows those that only partly overlap with it. The numbers in the columns are always calculated for the whole campaign period, the period selection at the top does not change them.
Click a row to open the campaign detail. At the top there are the basic details (Campaign name, Tag, UTM campaign, campaign start, campaign end, campaign duration, Last update time) and next to them the budget card with spend broken down by network and the remaining amount. Below that there are the Reach, Impressions, Clicks and Engagement rate cards, each with a breakdown by network. Right at the bottom there are tabs for the individual networks, where you will find the specific campaigns, posts and videos the summary was assembled from.
Watch out for two similar sounding numbers: in gas, Impressions means the number of times content was shown, while Reach means the number of people addressed.
What happens next
A new campaign is empty at first. The summary is calculated roughly once an hour, so the first numbers will appear within the first hour after you create it. When the last recalculation took place is shown in the detail by the Last update time value.
Other rules worth knowing:
- A campaign whose start is in the future is not calculated. The numbers start filling in on the day the campaign begins.
- After the campaign ends, gas keeps recalculating the numbers for a few more days, because the networks refine data retrospectively. Then it leaves them in the last calculated state.
- Campaigns that started more than three years ago are no longer recalculated. Their numbers stay unchanged.
The total spend adds up amounts in different currencies. Sklik and custom measurement enter the total in Czech koruna, whereas spend from Meta Ads, Google Ads and Pinterest advertising is counted into it in the currency of the respective ad account, even though the whole summary is labelled in CZK. If you have an ad account kept in euros or dollars, treat the total spend, the budget consumption and the remaining amount as approximate and verify the exact amount in the section of the given network or directly in the ad system. Currency conversion is covered in the article Currency and expense conversion.
Common problems
The campaign is created but all the numbers are zero
For the first hour this is normal, the summary is calculated in hourly cycles. If the detail already shows a Last update time and the numbers are still zero, gas did not find anything carrying your tag. Check that the tag really is in the ad campaign name or in the post text and that it is written exactly as in the campaign.
An ad campaign is missing from the summary
The three most frequent causes: the tag is not in the campaign name in the ad system, the campaign ran outside the campaign period in gas, or the ad account it runs under is not linked to this customer account. You can verify the link in Settings → Customer account → Linked accounts.
A post with the tag was not counted into the campaign
Organic content has to be published within the campaign period. A post published before the start or after the end is not counted, even if it contains the tag. The second possibility is that the profile the post was published on is not linked to the customer account.
I cannot see the campaign in the list
The list is limited by the period selected at the top. Widen the period, or switch off the toggle for campaigns in this period only, which keeps in the list only campaigns that fit entirely into the selected period.
The spend does not match what the ad system shows
Most often it is a matter of currency (see the warning above), of ad accounts that are not linked to this customer account, or of tax: the budget is entered in the campaign without VAT. On top of that, the networks refine the numbers for the last few days retrospectively, so a day or two may differ.
The reach is higher than the number of people who could have seen the activity
gas assembles reach from several sources, and the same person who saw the campaign both on Facebook and on the website is counted several times. That is why there is a tilde next to the number: it is an upper estimate, the real number of people addressed is lower.
The website data is zero
The website part only fills in when the campaign has the UTM campaign field filled in and when the links in the advertising really carry it. Check whether the value in the field matches the campaign name you see in Google Analytics and whether Google Analytics is linked to the customer account.
A network tab is empty
The tabs are shown in the detail for all networks regardless of whether you use them. An empty tab means that nothing with the tag ran on that network during the campaign period, or that you do not have the network connected.
I cannot create a new campaign
You have used up the number of campaigns your plan allows. Next to the button for creating one, an explanation appears with the number of campaigns used. Either delete a campaign you no longer use, or have your plan increased. The contact form will help you with the increase.
I can see the campaign but not the buttons for editing and deleting
You have the Viewer role in this customer account, which only reads data. Ask the administrator of the customer account to change your role.
An old campaign stopped updating
Shortly after a campaign ends, gas stops recalculating the numbers and leaves them in their last state. Campaigns older than three years are not recalculated at all. This is intentional, so that the ad systems are not loaded unnecessarily.
The numbers for the same period do not match between the campaign and the network section
A campaign only adds up what carries the tag, whereas the section of the individual network shows the whole ad account or profile. The difference is therefore expected. With spend, the currency also plays a role, as the warning above describes.
I do not know where exactly to create a campaign
Open the creation form with the New campaign button above the campaign list. The whole form, including how to choose the tag and the period, is described in the article Creating a campaign. Reading the finished summary and the individual cards is described in the article Campaign detail.