Introdução às campanhas get-started-campaigns

​1. Planejar a campanha

Antes de começar, esclareça os objetivos:

• Qual é a meta? (por exemplo: gerar conversões, aumentar o engajamento, notificar os clientes)
• Quem é o público-alvo? (por exemplo: criar ou selecionar na Adobe Experience Platform)
• Qual tipo de campanha é adequado? (Consulte tipos de campanha acima)
• Quais canais você pode usar? (email, push, dispositivos móveis, no aplicativo, Web etc.) → Veja os canais compatíveis por tipo de campanha
• Quando deve ser executado? (imediato, agendado ou acionado por API)

​2. Configurar as propriedades da campanha

Configure a base da campanha:

1. Nomeie e descreva a campanha para facilitar a identificação
2. Selecione o tipo de campanha (Ação, acionada por API ou Orquestrada)
3. Escolha o público-alvo
4. Defina a prioridade se estiver usando o gerenciamento de conflitos
5. Configurar agendamento (para campanhas de ação) ou detalhes da API (para campanhas acionadas por API). Para campanhas de ação, você também pode enviar em ondas para entregar a mensagem em lotes ao longo do tempo.

Guias específicos de tipo: Propriedades da campanha de ação | Propriedades da campanha acionada por API | Configuração da campanha orquestrada

​3. Criar conteúdo

Crie mensagens convincentes para o público-alvo:

• Use o Designer de email para experiências de email avançadas
• Configure notificações por push com imagens e deep links
• Criar Mensagens móveis com personalização
• Crie experiências no aplicativo e na web
• Adicione personalização usando atributos de perfil e dados contextuais

Guias específicos de tipo: Conteúdo da campanha de ação | Conteúdo da campanha acionada por API | Conteúdo da campanha orquestrada

​4. Revisar e testar

Sempre revise a campanha antes da ativação:

• Visualize conteúdo com perfis de teste
• Verifique o direcionamento para garantir o público-alvo correto
• Verifique o agendamento e as configurações de ativação
• Solicite aprovação se estiver usando o fluxo de trabalho de aprovação
• Teste a capacidade de entrega com listas de seeds

Guias específicos de tipo: Revisar campanhas de ação | Revisar campanhas acionadas por API | Revisar campanhas orquestradas

​5. Ativar a campanha

Quando a revisão for concluída, ative a campanha:

• Ativação manual - Ative imediatamente ou no horário agendado
• Ativação por API - Para campanhas acionadas por API, use o ponto de acesso de ativação
• Processo de aprovação - Se necessário, aguarde a aprovação da parte interessada

Observação: campanhas ativas não podem ser editadas (é necessário duplicar para fazer alterações)

Guias específicos de tipo: Ativar campanhas de ação | Ativar campanhas acionadas por API | Ativar campanhas orquestradas

​6. Monitorar e analisar

Rastreie o desempenho da campanha:

• Visualize relatórios e análises de campanha
• Monitore as taxas de entrega e as métricas de engajamento
• Rastreie erros e rejeições
• Analise a conversão e o ROI
• Use insights para otimização

Guias específicos de tipo: Relatórios da campanha de ação | Monitoramento da campanha acionada por API | Análise da campanha orquestrada

AI Knowledge Reference

This section contains structured knowledge intended to support interpretation, retrieval, and question answering related to this topic.

For complete understanding, this information should be combined with the documentation on this page. Neither source is intended to stand alone; the page describes the feature, while this section provides additional context that helps disambiguate terminology, intent, applicability, and constraints.

• TL;DR: This page explains what campaigns are, compares the three campaign types (Orchestrated campaigns, Action campaigns, API triggered campaigns), lists the prerequisites, and outlines the six-step campaign creation workflow.

Intents:

• Understand what campaigns are and how they differ from journeys
• Choose between Orchestrated campaigns, Action campaigns (Scheduled), and API-triggered campaigns for a use case
• Know the prerequisites before working with campaigns: audiences, channel configurations, and permissions
• Know which permissions apply to each campaign type
• Follow the six-step campaign creation workflow and find the type-specific guide for each step
• Find the capabilities to explore next, such as scheduling, rate control, audience targeting, approval workflows, quiet hours, and optimization

Glossary:

• Campaign: A coordinated marketing action that delivers content to a specific audience across one or more channels; actions are performed simultaneously, either immediately or on a defined schedule (product-specific)
• Action campaign (also known as Scheduled campaign): Campaign type for straightforward, one-off or recurring batch communications that run at a specific time (product-specific)
• API-triggered campaign: Campaign type that is activated through API calls, enabling automated messaging directly from external systems; it supports personalization using both profile attributes and real-time context data from the API payload (product-specific)
• Orchestrated campaign: Campaign type that provides a visual, drag-and-drop canvas to design and automate sophisticated marketing workflows, from audience segmentation to personalized message delivery across channels (product-specific)
• Marketing and Transactional: The two categories of Action campaigns and of API-triggered campaigns
• Engageable Profiles: License metric of the organization to which every profile engaged by a campaign counts (product-specific)
• Channel configurations (presets): Configurations for the channels used by campaigns (product-specific)

Guardrails:

• Every profile engaged by a campaign counts toward the organization’s Engageable Profiles license metric (rolling 12-month window, counted once per sandbox). Activating a campaign to a large or new audience can cause a significant increase in this count.
• For Action campaigns, Marketing requires recipients to be opted in, and Transactional does not require opt-in.

Prerequisites and permissions:

• Audiences: available in Adobe Experience Platform before creating campaigns.

• Channel configurations: created and available for the channels you want to use.

• Permissions: appropriate permissions based on the campaign type. Contact your administrator if you cannot access campaign functionalities.

  • Action campaigns and API triggered campaigns: Campaign administrator, Campaign approver, Campaign manager, Campaign viewer.
  • Orchestrated campaigns: Orchestrated Campaign Administrator, Orchestrated Campaign Approver, Orchestrated Campaign Manager, Orchestrated Campaign Viewer.

Applicability:

• Scheduling & timing, Approval workflows, and Quiet hours: labeled on the page as Action & API-triggered campaigns.
• In the campaign properties step, configure the schedule for Action campaigns, or the API details for API-triggered campaigns.
• In the activate step, API activation (use the activation endpoint) is for API-triggered campaigns.

Terminology:

• Canonical name: Campaigns — variants: Adobe Journey Optimizer campaigns
• Canonical name: Action campaigns — variants: Scheduled campaigns, Action campaigns (Scheduled)
• Canonical name: API-triggered campaigns — variants: API triggered campaigns
• Acronym: CJA — Customer Journey Analytics
• Do not confuse: “campaigns” (actions are performed simultaneously, either immediately or on a defined schedule) ≠ “journeys” (actions execute sequentially)

FAQ:

• Q: What is a campaign? — Campaigns are coordinated marketing actions that deliver content to a specific audience across one or more channels. Unlike journeys where actions execute sequentially, campaigns perform actions simultaneously, either immediately or on a defined schedule.
• Q: Which campaign types are available? — Three: Orchestrated campaigns (complex, multi-step marketing workflows), Action campaigns, also known as Scheduled campaigns (simple, scheduled batch communications), and API triggered campaigns (real-time, event-driven messaging with external systems).
• Q: What do I need before creating a campaign? — Audiences available in Adobe Experience Platform, channel configurations (presets) for the channels you want to use, and the appropriate permissions for the campaign type.
• Q: Which permissions do I need? — For Action campaigns and API triggered campaigns: Campaign administrator, Campaign approver, Campaign manager or Campaign viewer. For Orchestrated campaigns: Orchestrated Campaign Administrator, Orchestrated Campaign Approver, Orchestrated Campaign Manager or Orchestrated Campaign Viewer.
• Q: Which campaign type should I start with if I am not sure? — Start with Action campaigns for scheduled batch communications or API-triggered campaigns for real-time messaging; these cover most common use cases.
• Q: What are the steps of the campaign creation workflow? — Plan your campaign, configure campaign properties, design your content, review and test, activate your campaign, then monitor and analyze.

Examples:

• Action campaigns: monthly newsletters to customer segments, time-sensitive promotional announcements, seasonal marketing campaigns, product launch communications, and service disruption notifications.
• API-triggered campaigns: password reset confirmations, cart abandonment recovery, order confirmations and shipping updates, account activity notifications, and real-time personalized recommendations.
• Orchestrated campaigns: multi-step customer engagement programs, complex segmentation and targeting strategies, cross-channel campaign orchestration, brand-initiated marketing at scale, and advanced workflow automation with multiple decision points.
• Action campaign Transactional category: disruptions, emergencies, cancellations. API-triggered campaign Transactional category: messages following individual actions (password resets, cart purchases, and so on).

Best practices:

• Always review your campaign before activation: preview content with test profiles, check targeting, verify schedule and activation settings, request approval if using the approval workflow, and test deliverability with seed lists.
• If you are not sure which campaign type to choose, start with Action campaigns or API-triggered campaigns.

Related pages:

• Create your first Action campaign: Create your first campaign (campaigns/create-campaign.md)
• Orchestrated campaigns: Learn about Orchestrated campaigns (orchestrated/gs-orchestrated-campaigns.md)
• API-triggered campaigns: Learn about API-triggered campaigns (campaigns/api-triggered-campaigns.md)
• Audiences: Get started with audiences (audience/about-audiences.md)
• Engageable Profiles count: Monitor your Engageable Profiles count (audience/license-usage.md)
• Channel configurations: Set up channel configurations (configuration/channel-surfaces.md)
• Supported channels by campaign type: See supported channels by campaign type (channels/gs-channels.md#channels)
• Built-in roles: Learn about built-in roles (administration/ootb-product-profiles.md)
• Action campaign properties: Action campaign properties (campaigns/campaign-properties.md)
• API-triggered campaign properties: API-triggered campaign properties (campaigns/api-triggered-campaign-properties.md)
• Orchestrated campaign setup, content, review, activation and analytics: Orchestrated campaign setup (orchestrated/create-orchestrated-campaign.md)
• Action campaign content: Action campaign content (campaigns/campaign-content.md)
• API-triggered campaign content: API-triggered campaign content (campaigns/api-triggered-campaign-content.md)
• Review and activate Action campaigns: Review Action campaigns (campaigns/review-activate-campaign.md)
• Review and activate API-triggered campaigns: Review API-triggered campaigns (campaigns/review-activate-api-triggered-campaign.md)
• Action campaign reports: Action campaign reports (reports/campaign-global-report-cja.md)
• API-triggered campaign monitoring: API-triggered campaign monitoring (campaigns/api-triggered-campaigns.md#monitor)
• Send using waves: send using waves (delivery/send-using-waves.md)
• Scheduling: Learn about scheduling (campaigns/campaign-schedule.md)
• Audience targeting: Select campaign audience (campaigns/campaign-audience.md)
• Approval workflows: Review and activate (campaigns/review-activate-campaign.md)
• Quiet hours: Configure quiet hours (conflict-prioritization/quiet-hours.md)
• Optimization with targeting rules and content experiments: Optimize campaigns (content-management/gs-message-optimization.md)