Get Started > Education
Assets & Hierarchy
How performance marketing assets are organized, from workspaces down to page variations.
Overview
This guide introduces the building blocks of a performance marketing operation and how they relate to each other. Understanding these concepts will help you plan campaigns, structure your pages, and communicate clearly, whether you're just getting started or an industry expert. SuperFunnel is built around this same structure, so the terms here carry straight into the platform.
Hierarchy
Performance marketing work is typically organized into these levels:
- Workspace — The top-level container, typically representing one brand. You may have multiple workspaces if you manage several brands or clients.
- Campaign — A collection of pages that share a common goal, such as promoting a product or service. Campaigns are defined by tags.
- Page — The destination URL for your traffic. Visitors land here after clicking an ad or link.
- Variant — A version of a page, ideally served to a different audience segment. Variants are how you split traffic by audience — for example, one variant for English-speaking countries and another for Spanish. If no traffic rules are set, traffic is distributed equally across all active variants.
- Variation — Specific change(s) within a variant, used for testing. Variations target the same audience but show different layouts, copy, or design to find which performs best.
- Section — A reusable building block of a page, such as a header, footer, hero stripe, or testimonial. Sections can be shared across pages and variants.
| Workspace | Campaign | Page | Variant A — Variation A | Variant A — Variation B | Variant B |
|---|---|---|---|---|---|
| ACME Corporation | Coyote Pursuit Gear | Portable Hole & Rocket Boots | Blue "Order Today" button | Red "Order Today" button | "Catch That Bird" CTA |
| Dunder Mifflin | Scranton Branch | Premium Copy Paper | "Buy in Bulk" — short form | "Buy in Bulk" — long form | "Limitless Paper in a Paperless World" |
| Wayne Enterprises | Wayne Security & Defense | Advanced Bat-Grapple Gun | "Request a Quote" dark theme | "Request a Quote" light theme | "Upgrade Your Arsenal" |
Performance Marketing Assets
The main assets you build inside your pages are:
- Quizzes — Interactive multi-step experiences that collect data to qualify leads, behaving much like a page.
- Embedded Forms — Multi-step forms placed within a page rather than served standalone.
- Sections — Reusable building blocks of a page, such as headers, footers, hero stripes, or testimonials.
- Popups — Elements that appear above the main content, holding a form or static info.
- Fields — Individual input elements within a quiz or form, such as Email, First Name, or Phone Number.
What's Next
Now that you know the key assets and how they fit together, keep building your foundation.