Create personalized offers

Before creating an offer, make sure that you created:

  • A placement in which the offer will be displayed. See Create placements
  • If you want to add an eligibility condition: a decision rule that will define the condition under which the offer will be presented. See Create decision rules.
  • One or several tags that you may want to associate to the offer. See Create tags.

➡️ Discover this feature in video

The list of personalized offers is accessible in the Offers menu.

Create the offer

To create an offer, follow these steps:

  1. Click Create offer, then select Personalized offer.

  2. Specify the offer’s name as well as its start and end date and time. You can also associate one or several existing tag(s) to the offer, allowing you to search and organize the Offer Library more easily.


    The Offer attributes section allows you to associate key-value pairs with the offer for reporting and analysis purposes.

Configure the offer’s representations

An offer can be displayed at different places in a message: in a top banner with an image, as text in a paragraph, as an HTML block, etc. The more representations an offer has, the more opportunities exist to use the offer in different placement contexts.

To add one or multiple representations to your offer and configure them, follow the steps below.

  1. For the first representation, start by selecting the Channel that will be used.


    Only the available placements for the selected channel display in the Placement drop-down list.

  2. Select a placement from the list.

    You can also use the button next to the Placement drop-down list to browse all the placements.

    There you can still filter the placements according to their channel and/or content type. Choose a placement and click Select.

  3. Add content to your representation. Learn how in this section.

  4. When you add content such as an image or URL, you can specify a Destination link: the users who click the offer will be directed to the corresponding page.

  5. Finally, select the language of your choice to help identify and manage what to display to the users.

  6. To add another representation, use the Add representation button and add as many representations as needed.

  7. Once you added all your representations, select Next.

Define content for your representations

You can add different types of content to a representation.


Only content corresponding to the placement’s content type is available for use.

Add images

If the selected placement is image-type, you can add content coming from the Adobe Experience Cloud Asset library, a centralized repository of assets provided by Adobe Experience Manager Assets Essentials.


To work with Adobe Experience Manager Assets Essentials, you need to deploy Assets Essentials for your organization and make sure that users are a part of the Assets Essentials Consumer Users or/and Assets Essentials Users Product profiles. Learn more on this page.

  1. Choose the Asset library option.

  2. Select Browse.

  3. Browse the assets to select the image of your choice

  4. Click Select.

Add URLs

To add content from an external public location, select URL, then enter the URL address of the content to add.

Add custom text

You can also insert text-type content when selecting a compatible placement.

  1. Select the Custom option and click Add content.


    This option is not available for image-type placements.

  2. Type the text that will display in the offer.

    You can personalize your content using the Expression Editor. Learn more on personalization.


    Only the Profile attributes, Segment memberships and Helper functions sources are available for Decision Management.

Add eligibility rules and constraints

Eligibility rules and constraints allow you to define the conditions under which an offer will be displayed.

  1. Configure the Offer eligibility.

    • By default, the All visitors decision rule option is selected, meaning that any profile will be eligible to be presented the offer.

    • You can limit the presentation of the offer to the members of one or several Adobe Experience Platform segments. To do this, activate the Visitors who fall into one or multiple segments option, then add one or several segments from the left pane and combine them using the And / Or logical operators.

      For more on how to work with segments, refer to this page.

    • If you want to associate a specific decision rule to the offer, select By defined decision rule, then drag the desired rule from the left pane into the Decision rule area. For more on how to create a decision rule, refer to this section.


      Event-based offers are currently not supported in Journey Optimizer. If you create a decision rule based on an event, you will not be able to leverage it in an offer.

    Learn more on using segments versus decision rules in this section.

  2. Define the Priority of the offer compared to other ones if the user qualifies for more than one offer. The higher an offer’s priority will be, the higher its priority will be compared to other offers.

  3. Specify the offer’s Capping, meaning the number of times the offer will be presented in total across all users. If the offer has been delivered across all users the number of times you have specified in this field, its delivery will stop.


    The number of times an offer is proposed is calculated at email preparation time. For example, if you prepare an email with a number of offers, those numbers count towards your max cap regardless of whether or not the email is sent.

    If an email delivery is deleted or if the preparation is done again before being sent, the capping value for the offer is automatically updated.

    In the example above:

    • The offer’s priority is set to “50”, meaning the offer will be presented before offers with a priority between 1 and 49, and after the ones with a priority of at least 51.
    • The offer will be considered for users that match the “Gold Loyalty Customers” decision rule only.
    • The offer will be presented only once per user.

Review the offer

Once eligibility rules and constraints have been defined, a summary of the offer properties displays.

  1. Make sure everything is configured properly.

  2. When your offer is ready to be presented to users, click Finish.

  3. Select Save and approve.

    You can also save the offer as a draft, in order to edit and approve it later on.

The offer displays in the list with the Approved or Draft status, depending on whether you approved it or not in the previous step.

It is now ready to be delivered to users.

Offer list

From the offer list, you can select the offer to display its properties. You can also edit it, change its status (Draft, Approved, Archived), duplicate the offer, or delete it.

Select the Edit button to go back to the offer edition mode, where you can modify the offer’s details, representations, as well as edit the eligibility rules and constraints.

Select an approved offer and click Undo approve to set the offer status back to Draft.

To set again the status to Approved, select the corresponding button that is now displayed.

The More actions button enables the actions described below.

  • Duplicate: creates an offer with the same properties, representations, eligibility rules and constraints. By default, the new offer has the Draft status.

  • Delete: removes the offer from the list.


    The offer and its content will not be accessible anymore. This action cannot be undone.

    If the offer is used in a collection or a decision, it cannot be deleted. You must remove the offer from any objects first.

  • Archive: sets the offer status to Archived. The offer is still available from the list, but you cannot set its status back to Draft or Approved. You can only duplicate or delete it.

You can also delete or change the status of multiple offers at the same time by selecting the corresponding checkboxes.

If you want to change the status of several offers whith different statuses, only the relevant statuses will be changed.

Once an offer has been created, you can click its name from the list.

This enables you to access detailed information for that offer. Select the Change log tab to monitor all the changes that have been made to the offer.

Tutorial video


This video applies to the Offer Decisioning application service built on Adobe Experience Platform. However, it provides generic guidance to use Offer in the context of Journey Optimizer.

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