Plan Details

Plan Details sits at the bottom of the Media Plan page, below MEDIA PLAN OVERVIEW and CHARTS. It is the densest of the three sections and the place where the actual plan data lives, organized into seven tabs. All seven tabs are editable: the first five (Geo-Lang, Flighting, Channels, Audiences, URLs) are the new allocation rows generated by the Media Plan workflow, while Goals and Pillars carry over from the upstream Strategy run and remain editable here so the plan can be tuned end-to-end without leaving the page.

Shared affordances

A handful of behaviors apply across most of the tabs.

• Strategy commentary block — every tab opens with a textarea where the AI-generated rationale for that tab's allocations lives. Editable like any other field.
• Geo-chip filter — four tabs (Flighting, Channels, Audiences, URLs) get a row of country-language chips at the top to scope the visible rows to one market. Geo-Lang doesn't get the strip because it is the source of geos and short enough to read in full; Goals and Pillars are campaign-level and not geo-scoped.
• Sortable, draggable rows — drag rows to reorder, sort by clicking column headers where supported, and use the row context menu for copy, remove, or add-below.
• Auto-grouping with subtotals — Flighting, Channels, and Audiences group rows by country-language and render a per-geo subtotal plus a campaign total. Goals and Pillars are flat campaign-level lists with no grouping.

The seven tabs

Geo-Lang

The plan's spend distribution across markets and languages. Columns are Country (Google Ads taxonomy), Language (Google Ads taxonomy), an auto-computed Country_Lang key in the format SG_en, Budget, and Geo Targets (a multi-select for sub-regions inside the country). The country-language key is the join key every other tab uses to attach rows to a market.

Flighting

Time-phased allocation. Each row is one flight, or phase, of the plan. Columns are Flight name, Start Date, End Date, Channels carried in that flight, Notes, and Budget. Both dates are validated against the campaign date range from the brief, and End Date must be on or after Start Date. Rows are grouped per geo with subtotals.

Channels

The biggest tab. One row per channel-tactic combination. Columns include Channel, Key Result, Pillar, Flight, Tactics, Formats, Bid Strategy / Buy Type, Start Date, End Date, and Budget. The header has an Avails toggle (eye icon, labelled "Show avails" / "Hide avails"): turn it on and twelve performance estimate columns appear in the row: Impressions, Views, Clicks, Conversions, Revenue, CTR, CVR, VTR, CPC, CPM, CPV, and ROAS. These are planning math, not values pulled from a live data source, and they exist to make budget-to-output checks possible inside the table. Channel, Key Result, Pillar, and Flight are the user-sortable columns.

Audiences

Persona-level allocation per market. Columns are Persona (with pattern-based name suggestions, drawn from a curated list of qualifiers and bases), Description, Demographics, Psychographics, Behaviours, Channels, Flights, Tactics, and Budget. The Channels, Flights, and Tactics multi-selects are filtered to the options active in the row's geo so you don't pick a channel that isn't actually running in that market. Rows are grouped per geo with subtotals.

URLs

Landing URLs for the plan. Columns are Geo-Lang (multi-select, the markets this URL serves), URL Type (Web or App), URL, and UTM. For Web URLs, the UTM cell auto-generates one row per channel-tactic-format combination from the Channels tab, in the format utm_source={channel}&utm_medium={tactic}_{format}&utm_campaign={campaignName} (campaign name is camelCase-sanitized). For App URLs the UTM cell shows N/A. URLs is a flat list with no per-geo subtotals.

Goals

Campaign-level Key Results, carried over from the upstream Strategy run. The tab opens with the Objective textarea above the rows, which restates the campaign objective the Key Results ladder up to. Columns are Key Result, Rationale, Source of Truth, Measurement Model, and Cadence. Editable here so refinements made during planning don't require returning to Strategy and re-running the whole plan. Drag rows to reorder priority within the list.

Pillars

Two side-by-side lists in one tab: Communications Pillars on the left, Media Pillars on the right. Each pillar is a multi-line textarea with copy and remove actions. Both columns carry over from Strategy and remain editable here. The tab opens with the Strategic Summary textarea above both columns. Drag handles set priority within each list.

Limits and known issues

• Goals and Pillars are editable here, but Strategy upstream is the source of truth. Edits made on these two tabs only affect this plan; the Strategy outputs they came from are not modified. Refining Strategy and re-running Media Plan will overwrite local edits.
• Avails columns are planning math, not live performance. Treat the twelve Avails columns (Impressions, Views, Clicks, Conversions, Revenue, CTR, CVR, VTR, CPC, CPM, CPV, ROAS) as benchmarks for sanity-checking budget, not as forecasts from a measurement source.
• Channel and Audience dropdowns are filtered by the row's geo. When you change a row's Geo-Lang, the available options in dependent multi-selects (Channels, Tactics, Flights) refresh to that geo, but previously selected values on the row are not cleared. Re-pick to keep the row consistent.
• Beta software. Outputs are not infallible. Validate budget rollups, totals, and date ranges with your team before sharing externally.