---
schema_version: "1"
id: 9ae5d924913756f3a0979c3e859230d5a78be615586380da1b6bc5cbaad83ad8
title: Agentforce and Einstein Data Usage in Marketing Cloud Account Engagement
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/mcae_einstein_data_usage.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mcae_einstein_data_usage.htm&release=264.0.0&type=5
source_site: help.salesforce.com
content_type: documentation
content_hash: caceced628d6d2544d754ee9011910373830f3f472b41e5b1c9a836785e5abc1
description: Einstein is built on data. When using Marketing Cloud Account Engagement, review this table to understand the type of data used by Einstein features.
products:
  - Marketing
  - Marketing Cloud Account Engagement
release: "264"
---
# Agentforce and Einstein Data Usage in Marketing Cloud Account Engagement

Einstein is built on data. When using Marketing Cloud Account Engagement, review this table to understand the type of data used by Einstein features.

The table lists both the Customer Data that is used, which is data submitted by the Customer to our services as defined in our [Main Services Agreement (MSA)](https://www.salesforce.com/en-us/wp-content/uploads/sites/4/documents/legal/Salesforce_MSA.pdf), and the usage data that is used, which is data relating to users’ interactions with Salesforce. Data submitted to an Einstein feature may be used to train AI models, to improve your services and features, or to develop new features that you can access without additional cost.

The table also indicates which features use global models, which are models that look for aggregated trends across multiple Salesforce Customers. The Customer has control over whether their data contributes to global models. For more information on how to control how your data is used, see [Manage Salesforce Access to Customer Data](https://help.salesforce.com/s/articleView?id=ai.generative_ai_consent_optout.htm&type=5&language=en_US).

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small ">
      <colgroup>
        <col style="width:18.181818181818183%">
        <col style="width:15.151515151515152%">
        <col style="width:36.36363636363637%">
        <col style="width:21.21212121212121%">
        <col style="width:9.090909090909092%">
      </colgroup>
      <thead class="slds-text-title_caps ">
        <tr class="">
          <th scope="col" class="slds-cell-wrap" style="text-align:left;vertical-align:bottom;" id="d70664e62">Product</th>
          <th scope="col" class="slds-cell-wrap" style="vertical-align:bottom;" id="d70664e65">Feature</th>
          <th scope="col" class="slds-cell-wrap" style="vertical-align:bottom;" id="d70664e68">Customer Data and Salesforce Objects Used</th>
          <th scope="col" class="slds-cell-wrap" style="vertical-align:bottom;" id="d70664e71">Usage Data Used</th>
          <th scope="col" class="slds-cell-wrap" style="vertical-align:bottom;" id="d70664e74">Global Model Used</th>
        </tr>
      </thead>
      <tbody>
        <tr class="">
          <td data-label="Product" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e62 "><span>Account Engagement</span>(Pardot) Agentforce</td>

          <td data-label="Feature" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e65 ">Lead Management Agent Actions</td>

          <td data-label="Customer Data and Salesforce Objects Used" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e68 ">Prospect, Engagement Studio Program, Marketing List, Marketing List
            Membership</td>

          <td data-label="Usage Data Used" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e71 ">Yes</td>

          <td data-label="Global Model Used" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e74 ">No</td>

        </tr>
        <tr class="">
          <td data-label="Product" class="slds-cell-wrap" rowspan="8" style="vertical-align:top;" headers="d70664e62 "><span>Account Engagement</span> (Pardot) Einstein</td>

          <td data-label="Feature" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e65 ">Einstein Attribution</td>

          <td data-label="Customer Data and Salesforce Objects Used" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e68 ">Account, Campaign, CampaignMember, CampaignMemberStatus, CampaignInfluence,
            CampaignInfluenceModel, Contact, Event EventRelation, Lead, Opportunity,
            OpportunityHistory, OpportunityFieldHistory, OpportunityContactRole OpportunityStage,
            PardotTenant, Profile, Task, AttributionTimeFrameConfig, AttrConversionPointConfig,
            OpportunityLineItem, PricebookEntry, CurrencyType, Organization, PermissionSet,
            PermissionSetAssignment, PermissionSetLicense, PermissionSetLicenseAssign, User,
            UserRole, Profile, MLModel, MLModelMetric, AIRecordInsight, AIInsightValue,
            AIInsightReason, AIApplication, MLPredictionDefinition. From <span>Account Engagement</span>: visitor, visitorActivity, lifecycleStage,
            lifecycleHistory, campaign, form, prospect.</td>

          <td data-label="Usage Data Used" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e71 ">NA</td>

          <td data-label="Global Model Used" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e74 ">No</td>

        </tr>
        <tr class="">
          <td data-label="Feature" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e65 ">Einstein Behavior Scoring</td>

          <td data-label="Customer Data and Salesforce Objects Used" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e68 "><span>Account Engagement</span></td>

          <td data-label="Usage Data Used" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e71 ">NA</td>

          <td data-label="Global Model Used" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e74 ">No</td>

        </tr>
        <tr class="">
          <td data-label="Feature" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e65 ">Einstein Campaign Insights</td>

          <td data-label="Customer Data and Salesforce Objects Used" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e68 ">Account, Campaign, CampaignInsight, CampaignInsightRationale, Contact,
            LandingPage, Lead, ListEmail, MarketingForm, PardotTenant, PredictionDefinition,
            RecordRecommendation, Organization, PermissionSet, PermissionSetAssignment,
            PermissionSetLicense, PermissionSetLicenseAssign, User, UserRole, Profile. From <span>Account Engagement</span>: visitor, visitorActivity, lifecycleStage,
            lifecycleHistory, campaign, form, prospect.</td>

          <td data-label="Usage Data Used" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e71 ">NA</td>

          <td data-label="Global Model Used" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e74 ">No</td>

        </tr>
        <tr class="">
          <td data-label="Feature" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e65 ">Einstein Engagement Frequency</td>

          <td data-label="Customer Data and Salesforce Objects Used" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e68 ">Analyzes the past 90 days’ email engagement history for all business unit level
            subscribers over different frequencies. The engagement history that Einstein
            Engagement Frequency analyzes includes these factors: Engagement behavior such as
            sends, clicks, opens, unsubscribes, spam complaints, and associated timestamps. Data
            and metadata about customer sending patterns, including how campaigns are
            executed.</td>

          <td data-label="Usage Data Used" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e71 ">Engagement data based on usage (such as opens, clicks, unsubscribes) and
            timestamps associated with them</td>

          <td data-label="Global Model Used" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e74 ">No</td>

        </tr>
        <tr class="">
          <td data-label="Feature" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e65 ">Einstein Key Accounts Identification</td>

          <td data-label="Customer Data and Salesforce Objects Used" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e68 ">Account, Campaign, CampaignMember, Contact, Event, EventRelation, Lead,
            Opportunity, OpportunityStage, OpportunityHistory, OpportunityContactRole,
            PardotTenant, Profile, Task, OpportunityLineItem, PricebookEntry, CurrencyType,
            ABEAIApplicationConfig, Organization, PermissionSet, PermissionSetAssignment,
            PermissionSetLicense, PermissionSetLicenseAssign, User, UserRole, Profile MLModel,
            MLModelMetric, AIRecordInsight, AIInsightValue, AIInsightReason, AIApplication,
            MLPredictionDefinition. From <span>Account Engagement</span>: visitor,
            visitorActivity, lifecycleStage, lifecycleHistory, campaign, form, prospect.</td>

          <td data-label="Usage Data Used" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e71 ">NA</td>

          <td data-label="Global Model Used" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e74 ">No</td>

        </tr>
        <tr class="">
          <td data-label="Feature" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e65 ">Einstein Lead Scoring for <span>Account Engagement</span></td>

          <td data-label="Customer Data and Salesforce Objects Used" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e68 ">Lead, LeadHistory, Task, Event, Account, Contact, RecordType, Organization,
            LeadIQConfiguration, AIApplication, AIModelDefinition, MLPredictionDefinition,
            MLDataDefinition</td>

          <td data-label="Usage Data Used" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e71 ">NA</td>

          <td data-label="Global Model Used" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e74 ">Yes</td>

        </tr>
        <tr class="">
          <td data-label="Feature" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e65 ">Einstein Send Time Optimization</td>

          <td data-label="Customer Data and Salesforce Objects Used" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e68 ">Engagement behavior (sends, clicks, opens, unsubscribes, spam complaints) and
            associated timestamps. Data and metadata about customer sending patterns and how
            campaigns are executed.</td>

          <td data-label="Usage Data Used" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e71 ">Engagement data based on usage (such as opens, clicks, unsubscribes) and
            timestamps associated with them</td>

          <td data-label="Global Model Used" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e74 ">No</td>

        </tr>
        <tr class="">
          <td data-label="Feature" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e65 ">Content Creation for <span>Account Engagement</span> Einstein
            Assistant</td>

          <td data-label="Customer Data and Salesforce Objects Used" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e68 ">Forms, landing pages, email subject lines, and body copy</td>

          <td data-label="Usage Data Used" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e71 ">Yes</td>

          <td data-label="Global Model Used" class="slds-cell-wrap" style="vertical-align:top;" headers="d70664e74 ">No</td>

        </tr>
      </tbody>
    </table>