Campaign Time-to-Launch
Average number of days from campaign brief approval to campaign going live
What is Campaign Time-to-Launch?
Campaign time-to-launch is the average number of days from an approved brief to the campaign going live. It shows how quickly the marketing team can turn an idea into something in market.
Speed matters because opportunities and topics are time-sensitive, and slow launches often point to bottlenecks in approvals, creative work or handovers.
How this KPI is measured
- Function
- Marketing
- Sub-function
- Campaign Performance
- Industry
- All Industries
- Type
- Lagging
- Impact
- Operational
- Unit
- days
- Measurement frequency
- Monthly / Quarterly
- Formula
- Sum of days from brief approved to campaign live / Number of campaigns launched
How to calculate it
Add up the days between brief approval and go-live for each campaign, and divide by the number of campaigns launched.
For example, if five campaigns took 20, 35, 28, 40 and 22 days, the total is 145 days, and the average time-to-launch is 145 / 5 = 29 days.
Separate different campaign types, since a simple email takes far less time than a major integrated launch.
Where it is used
Finding bottlenecks
Identify the stages, such as approval or design, that hold campaigns up.
Planning capacity
Estimate how many campaigns the team can deliver in a period.
Improving responsiveness
Speed up the team's ability to react to events and market changes.
How to improve it
Tips and common mistakes
- Faster is not always better. Do not skip quality checks to hit a number.
- Compare campaigns of similar size and type.
- Involve legal and compliance early so they do not become a late-stage delay.
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