Introducing Campaign Grouping

Overview

Campaign Grouping lets you define how source values (utm_source) are mapped into publishers and traffic channels — all from your own settings, without Meritto’s help. Customize campaign logic to fit your marketing strategy with editable publishers, up to 30 custom traffic channels, and flexible offline lead routing.

What is Campaign Grouping?

Campaign Grouping is a powerful new capability that empowers every institution on the Meritto platform to manage their own marketing attribution structure — including how source values (utm_source) get bucketed into publishers and traffic channels.

For the first time, institutes can define:

• How their source values are grouped
• Which traffic channels matter to them
• And how they want to see campaign performance

All of this — without needing Meritto’s support teams. It can be found under Settings → Campaign Management → Campaign Grouping tab.

This is not just a UX update. This is a philosophical shift:

From global rigidity to localized control. From Excel-based regrouping to system-native logic.

What problem are we solving with Campaign Grouping?

Before Campaign Grouping, Publisher and Traffic Channel management was centralised. All publishers were managed in a single, centralised portal by Meritto’s operations team.

Here’s what that meant:

• Any change in publisher name or mapping affected all institutes globally — even if it was meant for one.
• Institutes couldn’t add or rename publishers themselves.
• Traffic Channels were a fixed set of 10 buckets like Paid Ads, Social, Organic, Referral, etc.
• If an institute wanted to group traffic differently (e.g., create “Influencer Campaigns” as a custom channel), they couldn’t.
• Institutes kept downloading reports, manually regrouping campaigns in Excel, and pinging Meritto for changes — slowing everyone down.

What’s changed with Campaign Grouping?

Campaign Grouping introduces two foundational shifts:

1. Institute-Level Customization
   Each institute now has its own grouping logic, including:
   • Custom publishers (with editable names, logos, and source tags)
   • Custom traffic channels (up to 30 per institute)
   • Granular control over how offline leads are routed.
     
     
2. System vs. Custom Entity.
   To ensure a safe migration, we’ve introduced:
   • System Publishers / System Traffic Channels → Created by Meritto, uneditable, but ensure attribution continuity.
   • Custom Publishers / Custom Traffic Channels → Fully editable by the institute.

How will limits work?

• Each institute gets 30 custom traffic channels
  • This limit includes both active and inactive custom traffic channels.
  • System traffic channels are not counted in your limits
    
    
• Each institute gets 20 additional custom publisher slots beyond what they already had during migration. For new accounts, the limit of custom publishers is fixed at 100. 
  • Limits of custom publishers include both active and inactive custom publishers. 
  • System publishers are not counted in your limits

This ensures no loss in current coverage while allowing future flexibility

System entities ensure nothing breaks. Custom entities enable everything to evolve.

What stays the same?

• Attribution Logic
  The way leads are attributed based on the UTM source (utm_source) is still intact.
• Offline Mapping
  If lead origin = Offline (like bulk upload or quick add), and offline toggle is ON, leads will be auto-routed to the Offline traffic channel, just like before. 
• Reporting Engine
  Campaign dashboards and filters continue to reflect traffic channels and publishers. Only now, you decide how they’re grouped.

So yes, the engine stays the same. But now you hold the steering wheel. 

Day 1: What about my existing setup?

No changes to past data. Your setup remains intact. All your current publishers and traffic mappings have been preserved. This means:

• You get the exact same attribution behavior as before
• But now, you can start building your own campaign structure, safely, alongside the existing one

Why does this matter?

Campaign Grouping isn’t about UI freedom. It’s about aligning the product to the reality of your business.

Every institute runs campaigns differently:

• Some lean heavily on offline agents
• Some want to distinguish between influencer vs. email campaigns
• Some need to see paid campaigns grouped differently from partnerships

With Campaign Grouping:

• You don’t have to fight the tool
• You don’t have to fight your Excel
• You don’t have to fight attribution

You just make the system reflect your strategy.

In short, Campaign Grouping is your tool. Your campaigns. Your logic. Your rules. Now go own it. 

Conclusion

With Campaign Grouping, you control how campaigns are structured and reported. No more rigid defaults or manual Excel fixes — just a system that adapts to your strategy, not the other way around.