Create Tactic

A Tactic in Life is a reusable, configurable step that defines how and when to send a specific message or perform an action within a workflow. Each Tactic encapsulates its targeting rules, content payload, and delivery logic. Tactics are designed to be chained together into larger strategies or flows, while still remaining independently testable, measurable, and reusable across campaigns. In practice, a Tactic represents the smallest actionable unit of messaging logic that the Life platform can execute.

Tactics have dozens of targeting options. We will be rolling out these targeting options over a period of months to be available to use within the API.

Endpoint

POST

https://lifeapi.pulsepoint.com/RestApi/v2/account/{accountId}/tactics

Path Parameters

Name	Data Type	Notes
account_id	integer	The account ID you are creating tactics under

Request Field List

tactics

Name	Data Type	Required	Default	Notes
lineItemId	integer	yes		The ID of the line item associated with this tactic.
name	string	yes
description	string	no
enabled	boolean	no	true	Whether you want the tactic to be enabled or disabled upon creation
baseBidPrice	number	no	1.00	The base bid price for the tactic. Must be less than or equal to Max Bid Price.
maxBidPrice	number	no	50	The maximum bid price for the tactic. Must be greater than or equal to Base Bid Price.
customFieldSettings	object	conditional		If you have a mandatory custom field setting in Life at the tactic level, this object will be mandatory. Otherwise, this object is optional.
budgetDistribution	object	no	Dollars	How you want to allocate spend across tactics. This object allows you to set the values across tactics.
maxSpendPerTactic	object	no		An optional setting allowing the user to define an amount the tactic cannot spend more than over a given period of time
managementFee	object	no		An override option if you only want to apply a management fee to some tactics and not others
mediaOptimization	object	no
frequencyCap	object	no		An override option if you want to have a different frequency cap at the tactic level
creativeAssignments	array of objects	no		While this object isn't required for creating a tactic, it will not serve without at least one creative assigned
targeting	object	no		Narrowing the scope of your ad impressions to certain audience, contextual, or supply filters.

lineItems.customFieldSetting

Name	Data Type	Required	Notes
isNewField	Boolean	yes	Values: true,false
fieldName	String	yes	must be unique to the account id if isNewField = true
fieldValue	String	yes

tactics.budgetDistribution

Name	Data Type	Required	Default	Notes
type	ENUM String	yes		Valid Values: Dollars, Percent, Priority This is the same as was set at the line item level. It is included in this object as a reference for the value you will set.
value	Number	yes		This is the allocation of this tactic in the given line item flight. Specifically, for Dollars: how much you want this tactic to spend. It cannot be more than the line item budget Percentage: what piece of the pie you want this tactic to have Priority: which tactic should get the next impression

tactics.maxSpendPerTactic

Name	Data Type	Required	Default	Notes
enabled	boolean	Yes
amount	numeric	Yes
period	ENUM String	No	day	Valid Values: "day" and "flight"

tactics.managementFee

Name	Data Type	Required	Notes
type	ENUM string	Conditional	If managementFee object is used, then it is required. Valid Values: Percentage, CPM, PercentageAndCPM, FixedCPM
percentage	integer	Conditional	Required in management fee types of Percentage or PercentageAndCPM
cpm	numeric	Conditional	Required in management fee types of CPM , PercentageAndCPM , FixedCPM

tactics.mediaOptimization

Name	Data Type	Required	Default	Notes
type	ENUM String	No	CPM	Valid Values: CPM, FLAT, CPC, CTR, CPA, Tactic_Reach, LineItem_Reach, Campaign_Reach, Viewability
goal	Numeric	Conditional		Required for 'Viewability', 'CTR', 'CPA' optimization types
conversionPixelId	Integer	Conditional		Required for CPA optimization type

tactics.frequencyCap

Name	Data Type	Required	Notes
applyFrequencyCap	boolean	Conditional	If frequencyCap object is used, then it is required
times	integer	yes	1-100
period	period	yes	Valid Values: day, hour(s), week, month
hoursValue	integer	conditional	Only if hour(s) is the period used. Valid Values: 1 to 1000
crossDevice	ENUM String	no	Valid Values: Per Device, Per Person, Per Household
untrackable	boolean	no	Include untrackable users
ipUntrackable	boolean	no	Include IP-untrackable users

tactics.creativeAssignments

Name	Data Type	Required	Notes
creativeId	integer	yes	The ID of the creative to be assigned to the tactic
weight	integer	yes	Weight is a percentage that should be used if you want one creative of the same adsize within a tactic to get more impressions than another creative. Total weight within adsize on a tactic must be 100
startDate	string	no	example: 2025-12-30 23:59:59
endDate	string	no	example: 2025-12-30 23:59:59

tactics.targeting.hcpByPractitioner

Name	Data Type	Required	Default	Notes
crossDevice	ENUM string	no	device	valid values: device, person, home_ip, practice_ip
npiReporting	boolean	no	false
segments	object

tactics.targeting.hcpByPractitioner.segments

Name	Data Type	Required	Notes
include	boolean	no	valid values: true, false
segmentId	integer	no
segmentType	ENUM string	no	valid values: practitioner, specialty

tactics.targeting.npiTargeting

Name	Data Type	Required	Default	Notes
crossDevice	ENUM string	no	device	valid values: device, person, home_ip, practice_ip
npiReporting	boolean	no	false
lists	array of objects	Conditional - either lists or npiNumbers object is needed		Add one or more existing lists of NPIs
npiNumbers	object			Add individual NPIs to target

tactics.targeting.npiTargeting.lists

Name	Data Type	Required	Default	Notes
listId	string	yes
include	boolean	yes		valid values: true, false

tactics.targeting.npiTargeting.npiNumbers

Name	Data Type	Required	Default	Notes
numbers	array of strings	yes
include	boolean	yes		valid values: true, false

tactics.targeting.retargetingPixels

Name	Data Type	Required	Default	Notes
crossDevice	ENUM string	no	device	valid values: device, person, home_ip, practice_ip
recency	ENUM string	yes		valid values: 1, 7, 15, 30, 60, 90, 90plus
pixels	array of objects			list of retargeting pixels you are including or excluding

tactics.targeting.retargetingPixels.pixels

Name	Data Type	Required	Default	Notes
pixelId	integer	yes
include	boolean	yes		valid values: true, false

tactics.targeting.behavioralSegments

Name	Data Type	Required	Default	Notes
crossDevice	ENUM string	no	device	valid values: device, person, household, household_ip
segments	array of objects	yes

tactics.targeting.behavioralSegments.segments

Name	Data Type	Required	Notes
providerId	integer	yes
segmentId	integer	yes
include	boolean	yes	valid values: true, false

tactics.targeting.healthPopulations

Name	Data Type	Required	Default	Notes
crossDevice	ENUM string	no	device	valid values: device, person, household, household_ip
segments	array of objects	yes
operator	Boolean	no	or	valid values: or, and Whether you want a user to have to appear in every population or just one
historicalPeriod	ENUM string	yes		valid values: 3,30,90plus

tactics.targeting.healthPopulations.segments

Name	Data Type	Required	Notes
meshCode	string	yes
segmentType	ENUM string	yes	valid values: treatment, condition
include	boolean	yes	valid values: true, false

tactics.targeting.iabNewCategories

Name	Data Type	Required	Default	Notes
categoryId	integer	yes
include	boolean	yes		valid values: true, false

tactics.targeting.geoTargets

Name	Data Type	Required	Notes
type	string	yes	valid values: country, state, city,metro
values	array of strings	yes	List of geo target values. For country use ISO (e.g., 'gbr', 'usa'), for state use ISO (e.g., 'NY', 'CA'), for city use name (e.g., 'Los Angeles', 'san francisco'), for metro use name (e.g., 'philadelphia'). All values included in the array must have the same parent
parent	object
include	ENUM string	yes	valid values: true, false

tactics.targeting.geoTargets.parent

Name	Data Type	Required	Default	Notes
type	ENUM string	yes		valid values: country, state
value	string	yes		parent id of geoTargets.values

tactics.targeting.devices

Name	Data Type	Required	Default	Notes
deviceTypes	array of ENUM strings	yes		valid values: desktop, mobile, tablet, connected_tv, connected_device, set_top_box, ooh_device
include	ENUM string	yes		valid values: true, false

tactics.targeting.domainsApps

Name	Data Type	Required	Notes
domainLists	array of objects	no	one of the four objects is required
domains	array of objects	no
appLists	array of objects	no
apps	array of objects	no

tactics.targeting.domainsApps.domainLists

Name	Data Type	Required	Default	Notes
listId	string	yes
include	ENUM string	yes		valid values: true, false

tactics.targeting.domainsApps.domains

Name	Data Type	Required	Default	Notes
domainName	string	yes		one of the four objects is required
include	ENUM string	yes		valid values: true, false

tactics.targeting.domainsApps.appLists

Name	Data Type	Required	Default	Notes
listId	string	yes
include	ENUM string	yes		valid values: true, false

tactics.targeting.domainsApps.apps

Name	Data Type	Required	Default	Notes
appName	string	yes		one of the four objects is required
include	ENUM string	yes		valid values: true, false

tactics.targeting.inventorySources

Name	Data Type	Required	Default	Notes
exchanges	array of strings	yes
include	ENUM string	yes		valid values: true, false

tactics.targeting.inventoryTypes

Name	Data Type	Required	Default	Notes
types	ENUM string of arrays	yes		valid values: app, site
include	ENUM string	yes		valid values: true, false

tactics.targetings.viewability

Name	Data Type	Required	Default	Notes
minViewabilityRate	integer	yes		valid values: 1 to 80 - the percentage viewable
provider	ENUM String	yes		valid values: DV DV stands for Doubleverify