Campaigns+ vs. legacy Campaigns

This article should be helpful for individuals who are already familiar with Customer Data Platform (CDP) Actions, but are new to Campaigns+. If you are unfamiliar with CDP Actions, please start here instead: Building campaigns with CDP.

Campaigns+ was created because we wanted to introduce several revolutionary and potentially breaking changes to Actions Campaigns without putting the thousands of existing campaigns at risk. With Campaigns+ we have introduced several new enhancements to the Actions Campaigns you know and love. Here are some of the highlights:

New Features

Cohort Analysis

The most significant driver behind Campaigns+ was the need to visually split up an Actions audience into different segments for analysis in Metrics or more personalized segment-specific treatment. If you have Cohort Analysis you can send audiences (with their segments and variants) to Metrics using Campaigns+.

Segment Builder

In Campaigns+ you can segment by all pre-calculated customer summary attributes, and define complex aggregations calculated on the fly. If you build overlapping segments, you must prioritize your leaf segments so that each individual falls into their preferred segment. The following page is helpful for understanding how to build segments in Campaigns+: Splitting your audience into segments (optional).

A/B variant testing within segments and across channels

In legacy Campaigns A/B testing was restricted to the FTP and CDP’s A1Mailer destinations. In Campaigns+ you can create and send an A/B test to any execution channel. A/B tests can also be built off of individual segments in addition to the entire audience. The following page is helpful for understanding how to build variants in Campaigns+: Setting up and testing variants (optional).


Multiple Destinations

Multiple destinations can be added to a single Campaign+, so that your audience and content can be sent to two places in one execution. This should help enable couponing and analytics use cases where you want to activate an audience.

Limit by quantity

A common request for Actions was that for the user to be able to limit or cap their audience to a specific quantity of individuals. In Campaigns+ you can split any audience or segment randomly by quantity so that you can build variants from a specific quantity of individuals: Setting up and testing variants (optional).

Other enhancements

  • Coupon Distribution
  • Removed the legacy requirement that a single campaign be tied to a single channel, including the “Choose a channel” and “Change channel” interactions

No longer supported features

  • Removed the rarely used and difficult to support Playbooks feature. We hope to replace this in the future with something more versatile: user or CDP defined template campaigns, audiences, and content.
  • A1Mailer (SendGrid destination) has not, at this point, been ported over to Campaigns+. If there is enough demand, we can prioritize porting over these features.

Migration plan

Support for the existing campaign framework is not being ceased. However, we are no longer enhancing the existing legacy Campaign framework (outside of new audience filters and content models that are shared across Campaigns & Campaigns+). Our hope is that you will find enough value from Campaigns+ that you will create all new campaigns in Campaigns+ and, over time, migrate relevant recurring campaigns manually. We expect your use of legacy Campaigns to taper off naturally, at which point we will hide them from your tenant to avoid confusion for new users.

Next Steps

To learn more about Campaigns+, start here: Building campaigns with CDP.