Plans

A plan is the target you're trying to hit with your media. Zimmer tracks your progress toward it across every campaign and platform that counts. Instead of checking each one separately and stitching the numbers together yourself, you set it once and see everything in one place. → Open Plans (opens in a new tab) from the left nav

Why use plans

• One source of truth. See blended performance across Meta, Google Ads, YouTube, TikTok, and DV360 against a single target, rather than five separate dashboards.
• Know if you're on track. Plans shows whether you're pacing ahead of or behind while there's still time to act, not weeks later.
• Insights built around the plan. You get cross-platform insights for the exact campaigns and target you set — what's pacing well, what's falling behind, and where to adjust.

You can use plans on any campaigns you attach — they don't require an optimizer agent.

Choose a plan type

When you create a plan, pick the type that matches your objective. Each type has its own set of target KPIs:

What the KPIs mean

How a plan is organized

A plan has three levels underneath it:

• Sub-goals — slices of the plan. Every plan starts with one sub-goal that mirrors the whole, so a simple one needs nothing more. Add sub-goals when you want to split it — for example a Northeast and a West sub-goal, or one per product line. Any sub-goal — including the default — can inherit the plan's target, budget, and dates, or override them with its own.
• Channels — within a sub-goal, a channel is one platform + ad account (for example, your Meta ad account). A sub-goal can span several channels.
• Campaigns — the specific campaigns you attach under each channel. Their performance is what rolls up into the plan.

Create a plan

1. Open Plans (opens in a new tab) → Create Plan.
2. Pick the plan type and set your target KPI, the time window it covers, and your budget and pacing.
3. Review the default sub-goal (it matches your plan). Add more only if you want to split the plan.
4. Add channels — choose the platforms and ad accounts — and attach the campaigns that count.
5. Choose how results are measured (see below), then review and create.

How results are measured

By default, Plans uses each platform's own reported numbers — no setup needed. If you want a single, more consistent source of truth, you can connect a measurement partner and pick it when you create the plan:

• AppsFlyer — for mobile. Attributes installs, in-app events, and revenue to your campaigns automatically. Pick it as your source and choose the app; no manual mapping needed.
• Campaign Manager 360 — for cross-platform measurement. Brings impressions, clicks, and conversions together and reports de-duplicated, unified reach across platforms. When you pick it, a Measurement step is added as you create the plan, where you pick the connection and advertiser and map your CM360 placements to your campaigns.

To use either, first connect it under Connections (opens in a new tab), then set the Attribution source when creating the plan.

Inside a plan

Open a plan to track it. The header shows its status and type, plus a summary line with your target, budget, flight dates, days remaining, and pacing. Below that are four stat tiles:

• Headline KPI (for example, blended reach) — your result so far and how it compares to target. For reach-style plans it's marked estimated, since audiences can overlap across platforms.
• Total spend — spent versus budget, with the percent used.
• Budget pacing — whether you're on / under / over pace, comparing percent spent to percent of time elapsed.
• Campaigns — how many are attached, across how many channels.

Below are four tabs:

Overview

With just the default sub-goal, Overview shows your channels directly — a KPI-vs-target chart, a spend breakdown, and a per-channel table (spend, KPI, vs. target, health, and whether an optimizer is connected). Once a plan has more than one sub-goal, Overview rolls each one up (KPI vs. target, spend, budget, campaigns, channels) — expand any sub-goal for its per-channel breakdown, and use Add Sub-Goal to add more. You can also add sub-goals anytime from Settings.

Insights

Cross-Platform Insights — AI-generated takeaways for the plan, showing when they last ran, the period covered, and how many campaigns are included. If some campaigns are still syncing, a partial-coverage note tells you what's pending. Each insight explains what it found (for example, a platform beating its KPI target) and what to consider; Refresh any time. By default these use each platform's own reported numbers, so per-channel trends are reliable while cross-channel comparisons stay directional. If you've set an attribution partner (AppsFlyer or CM360) as the plan's source, insights draw on that instead.

Campaigns

Every campaign attached to the plan — filter by channel and status, or search. Each row shows the campaign's channel, health, spend, reach, frequency, impressions, clicks, conversions, and the KPI, and lets you connect an optimizer. A campaign that has stopped delivering — no data for a few days while the plan is still running — is flagged Ended · won't contribute, since it's no longer adding to the plan.

Settings

• Goal details — name, primary KPI, target, budget, pacing, dates, and the pipeline schedule (how often the plan refreshes).
• Measurement — your attribution source (platform-reported by default, or AppsFlyer / Campaign Manager 360) and, for CM360, the placement mapping that ties CM360 placements to your campaigns.
• Alerts & notifications — get alerted when the KPI misses target, pacing drifts over or under by a set amount, or a campaign turns critical — by email or Slack, either alerts-only or on every refresh.
• Archive or delete the plan — archiving keeps the data. Neither archiving nor deleting affects your campaigns or agents.

Related

• Connections — connect the platforms and measurement partners a plan draws on
• Campaign Insights · Brand Insights — dig deeper into how your campaigns and platforms are performing