With Custom Campaigns, you define the experience, the strategy, the segment, and the timing. You bring the hypotheses and the audience — the platform delivers them.
Custom Campaigns are the right choice when you already know who you want to target and have a clear view of the journey you want to create. They give you full control over who sees what, and when.
New to campaigns? If you’d prefer not to manage segmentation and timing yourself, consider Agentic Campaigns; where the agent handles that automatically while you focus on the experiences.
Building Custom Campaigns
Within the campaign manager, you can build three types of custom campaigns;
Standard; a campaign where one or more experiences can trigger
Dynamic; a single campaign campaign where content adapts in real-time based on the segment a visitor is in
Sequenced; a campaign where experiences trigger in a pre-defined order
Within each of these campaigns, you are able to build content using;
Third Party Triggers (only available for Standard & Sequenced campaigns)
Experiences vs AB Test
Every Custom Campaign runs in one of two modes: as an experience or as an AB Test (experiment). This is one of the most important decisions you make when setting up a campaign, because it affects how visitors are bucketed and how you measure success.
Experiences
Experiences
An experience fires to all visitors who match the segment. There's no control group within the campaign itself. Every eligible visitor who matches will see the content.
You can still measure the impact of an experience using the global holdback group. By default, 10% of all visitors are held back from all MWI campaigns, giving you a clean baseline to compare against.
When to use an experience:
When you want maximum reach - every matching visitor sees the content
When you're confident in the approach and want to optimise delivery, not test impact
When the holdback group provides sufficient baseline for measurement
AB Tests (Experiments)
AB Tests (Experiments)
An experiment splits eligible visitors between a variant (who sees your experience) and a control (who sees nothing, or a custom control experience).
This lets you directly measure the uplift your experience generates against a controlled baseline within the campaign itself.
Toggle on A/B Test in Campaign Setup to run an experiment. You can then customise the traffic split (the default is 50/50).
When to use an experiment:
When you need to prove causation, not just correlation
When you want to measure impact with statistical rigour before committing to a change
When you're testing a new message, offer, or journey and want a clean read on performance
Managing Campaigns
Understand how you can manage campaigns in the Campaign Overview here, as well as how to manage campaign conflicts here
Reporting on Campaigns
Understand how you can report on custom campaigns here
Holdback Groups
It's important to note that, by default, all campaigns have a global holdback group of 10% of visitors. Meaning that 10% of all visitors will never receive a Made With Intent campaign. The holdback group exists to allow you to confidently report on the success of your Made With Intent real-time campaigns.
More information on this can be found here
Frequently Asked Questions
Can a visitor see multiple campaigns?
By default, a visitor can be bucketed into multiple campaigns, if they match the criteria of them all. This can be over-ridden within campaign management. More information can be found here.
Can a visitor see multiple experiences, within the same campaign?
In a standard campaign, if 'multi experience' is not enabled, a visitor will only see one experience from the same campaign. This is determined by the first experience they match. If they match multiple experiences at the same time, the experience they see will be based on the priority set in the campaign set-up
If multi experience is set up, a visitor will be re-bucketed every event, page, or session, and can see multiple experiences.
For dynamic campaigns, a visitor will see each experience if they match the segment criteria.
For sequenced campaigns, a visitor will see each experience in the order you have defined. You are able to mark an experience as optional within the set-up
How are visitors bucketed into campaigns?
Visitors are bucketed into the experiment in two steps.
Firstly, the Global Rules determine which visitors will be bucketed into the campaign. This may be to only target visitors on the homepage.
Secondly, the experience / experiment has its own audience targeting rules, utilising real-time segments to determine which visitors will see the experience. For example, when a visitor has a high likelihood of abandoning.