What it is
One advertising period
The time window for which a media buy is planned. Measuring results mid-flight is premature: conversions from the first placements have not yet matured.
Where it breaks
The usual mistake
A six-week flight; at week three, CPA looks twice the target. Stopping is premature: placements from week one have not matured, and some users will convert at week five. The decision to cut a channel is not made until at least two weeks after its last placement.
Where this lives in the work
Where it shows up
In practice
Where this shows up
Pages where Flight is not explained but used — in a channel’s mechanics, in a launch breakdown or in a report.
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