Every campaign in Wingify transitions through a series of distinct states that accurately reflect its lifecycle. Each state serves as a clear indicator of the campaign's phase, from initial concept and setup to conclusion and archival. This information is key in determining the available operational actions for your campaign and managing its deployment and visibility on your website.
A Wingify campaign transitions through the following states in its lifecycle:
Campaign progression in Wingify is user-controlled. You must manually move a campaign to the next state based on its readiness.
Note:
Account Owners, Admins, and users with Publish permissions can transition a campaign through all states (Draft, In QA, Ready to launch, Running, Pause, In-Analysis, Ended).
Users with the Design role can only transition the campaigns between the Draft, QA, and Ready for Launch states. They can not transition the campaigns to the Running or Pause states.
Users with the Browse role can only view the campaign.
Understanding the campaign lifecycle in Wingify is key to managing your experimentation process effectively. This article further explains each campaign state.
It is the starting point where teams configure campaign pages, metrics, variations, targeting rules, and integrations. It serves as a secure, private environment for your setup process.
This state indicates that the campaign is still being set up. You can freely configure and edit your campaign at this stage.
In this state:
The campaign is not visible to visitors.
Visitor data is not collected as the campaign is not yet published.
The following table outlines the next steps a user can take when a campaign is in Draft state:
Possible Transitions from the ‘Draft’ State
Action
Resulting State
Send the campaign for internal approval.
Approval Pending (This state is available only for Enterprise accounts that have Approval workflow enabled.)
This state indicates that the campaign is launched only for internal testing. This is a critical state where the QA teams rigorously verify:
Targeting rules
Variation setup and content accuracy
Overall functionality and user experience of the campaign
This verification helps ensure a flawless launch. In this state, the campaign is fully configured but is awaiting technical sign-off from the internal QA teams before it is published.
For example, your marketing team has designed a new personalization campaign but needs the QA team to test it before it goes live to customers. In such a scenario, the marketing manager can mark the campaign as In QA. Once the QA team approves the campaign, they can inform the marketing team to proceed with deploying the campaign.
The following table outlines the next steps a user can take when a campaign is in the In QA state:
Possible Transitions from the ‘In QA’ State
Action
Resulting State
Transition the campaign back to draft.
Draft
Send the campaign for internal approval.
Approval Pending (This state is available only for Enterprise accounts that have Approval workflow enabled.)
This state indicates that the campaign is approved and ready to launch, but is not yet published. This state is ideal for coordinating with marketing or product teams before launching the campaign.
In this state:
The campaign is fully set up and has passed all the internal checks.
Visitor data is not collected as the campaign is not yet published.
The following table outlines the next steps a user can take when a campaign is in the Ready to launch state:
Possible Transitions from the ‘Ready to launch’ State
Action
Resulting State
Send the campaign back for internal review.
In QA
Send the campaign for internal approval.
Approval Pending (This state is available only for Enterprise accounts that have Approval workflow enabled.)
This state indicates that the campaign is temporarily paused and not serving new visitors, but can be resumed later without losing progress. In this state:
The campaign stops serving new visitors.
Historical reports remain unaffected.
Copilot generates key learnings based on your collected data. You can save these learnings by clicking the icon in the report header.
The following table outlines the next steps a user can take when a campaign is in the Paused state.
Possible Transitions from the ‘Paused’ State
Action
Resulting State
Resume the campaign.
Running
Move the campaign to In Analysis to evaluate the results.
This state indicates that the test results are currently being reviewed to determine the appropriate next steps. During this phase, the Conversion Rate Optimization (CRO) team typically collaborates with stakeholders, including Analytics and Product teams, to evaluate the findings and align on decisions.
In larger organizations, this state is crucial, as it involves carefully reviewing, interpreting, and documenting test data to ensure that decisions are accurate, well-informed, and aligned with broader business objectives.
In this state:
New data is not collected as the campaign is technically paused.
All reports remain accessible for interpretation and sharing.
The following table outlines the next steps a user can take when a campaign is in the In Analysis state.
This state indicates the final closure of the campaign. No new visitors or conversions are tracked, and the campaign is officially complete. The collected reports are finalized and can be used for future analysis or reference.
The following table outlines the next steps a user can take when a campaign is in the Ended state.
Possible Transitions from the ‘Ended’ State
Action
Resulting State
Resume the campaign.
Running
Move the campaign to the In Analysis state for reevaluation of the results.
Archived: When a campaign is archived, it is closed and stored for record-keeping purposes. It does not appear in the list of active campaigns, but can be unarchived if needed. To unarchive a campaign, open the campaign and click Unarchive.
Trashed: When a campaign is deleted, it is moved to the Trashed state. You can restore the campaign if required. To restore the campaign, open the trashed campaign and click Restore.
Note: A campaign remains in the Trashed state until it is explicitly and permanently deleted.
Permanently Deleted: When a user permanently deletes an existing campaign in a Trash state, the campaign is completely removed from your account and cannot be restored.
