Glossary
Case study
A written account of a campaign: source, offer, GEO, creatives, landers, the numbers and the result. Published cases show what worked; the working setups are usually kept private until they stop paying.
Also called: case.
A good case study gives enough to repeat the campaign: the offer and its payout, the traffic source and its settings, the creatives and pre-landers, the spend, the revenue and the timeline. It also says what was tried and dropped.
Read cases for the method, not the numbers. Most are published after the setup has been squeezed, and a campaign that made money in one GEO last quarter is a starting point, not a plan.
Related terms: Funnel, Media buying, Profit.