Every experience used to stand on its own. Now group them around the outcome they're actually chasing.
A
Campaign
is a top-level container built around one measurable objective — usually a Key Moment like "completed setup" or "activated a paid seat." Inside it, Tactics
are distinct approaches that each attack the same goal from a different angle: awareness, blocker removal, follow-up, whatever the moment needs.Structure:
Campaign → Tactics → the Flows, Pins, Checklists, Embeds, and Banners your users see.
What you can do
- Give each Tactic its own audience and messaging without losing the shared objective
- Track reach, objective progress, and per-segment performance on the Campaign Dashboard
- Let Appcues build one for you — describe the goal and it proposes a name, objective, and starting Tactics
- Include a single experience in multiple Campaigns when it serves more than one goal
Grouping an experience into a Campaign doesn't change its targeting, frequency, or runtime behavior — Campaigns are for planning and measurement.