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Set Up Agentic Campaigns

Configure the message budget, business goals, and approvals that marketers need before they can create and activate agentic campaigns.

Required Editions

View supported editions.

User Permissions Needed
To configure and customize the Salesforce org Salesforce admin
To configure most setting in Marketing Cloud Next Marketing Cloud Admin
To configure and use the advanced approvals feature Agentic Campaign Approvals (custom permission set)
To access Campaign Agent components and create agentic campaigns One of the Campaign Agent add-on licenses.

Campaign Agent add-on licenses allow you to create agentic content and agentic campaigns. The licenses apply to Marketing Cloud Advanced, Marketing Cloud Engagement+, and Marketing Cloud Account Engagement+ customers.

License active agentic campaigns granted
Agentforce for Marketing - Growth 3
Agentforce for Marketing - Starter 100
Agentforce for Marketing 200

Before you set up agentic campaign, complete these prerequisites to ensure the campaigns function correctly.

Requirement Details
Access to Marketing Cloud Next, Advanced Edition Complete the steps on the Basic Settings page of Marketing Cloud Next setup, including enabling Marketing Cloud Next, deploying the required data kits, and configuring identity resolution for the individual object.
Data 360 Agentic campaigns use Data 360 to build audience segments and ingest engagement signals for optimization and arbitration. The system scopes all segment and campaign objects to the business unit's associated data space. To use agentic campaigns, set up a data graph. To generate segments, turn on Metadata Knowledge Graph and Semantic Enrichments in Data 360 Setup Feature Manager.
Marketing Performance Intelligence Using agentic campaigns requires Marketing Performance Intelligence goal setup.

Confirm these items before you create or activate an agentic campaign.

  • Configure at least one business unit
  • Configure your Data 360 data graph correctly
  • Make sure that you have published segments to use for your campaigns
  • Create your Agentic Campaign Approvals custom perm set

Create Agentic Campaign Approvals Perm Set
  1. Enable ApprovalAdmin or ApprovalDesigner in the perm set. All campaign creators and approvers need this license.
  2. In the Object Settings for Approval Submissions, enable these object permissions:
    • Read
    • Create
    • Edit
    • Delete
    • View All Records
    • Modify All Records
  3. In the Object Settings for Approval Work Items, enable read and edit permissions for all field permissions.
Set Up Foundational Components

  1. In Setup, search for Agentic Campaigns.
  2. Configure approvals in Flow. To bypass approvals, deactivate the campaign approvals toggle.
    1. Click Configure to open the flow.
    2. Click Approval Step in the flow.
    3. In the Select the Approver section, configure your approvers. Replace the Change Me placeholder with a user or group.
    4. Save the changes and activate the flow.
  3. Configure your message budget and cost definitions, and save.
    1. Message budget and cost help you track a campaign against its budgetary threshold. Optimization doesn't use message budget.
    2. Each channel has a default cost. These costs aren't related to credit consumption or the Digital Wallet. They're for reporting insights only. You can use the default costs, but encourage you to submit your own.
    3. Cost per message data saves to the Marketing Expert Channel Rate table.
  4. Determine your business goals. Turn on each goal that you want the agent to track towards.
    1. Only activated goals are selectable when a marketer creates a campaign. A marketer needs at least one enabled goal to create a campaign.
    2. If you can't enable a goal, review the message for information about how to fix your Data 360 mappings.
    3. Update the lookback window for attribution if needed.
    4. Add the channel attribution filter values for each goal. The filters provide critical business context. For example, your goal is to increase form submissions for a campus study abroad program. You add a filter value called Study Abroad Submission. Make sure your filters match your event data in Data 360. You can't update filters once the goal is enabled. Learn more about agentic campaign goals.
  5. To customize message send times to each customer when they're most likely to engage, configure Send Time Optimization.
  6. Set up campaign arbitration by using Adaptive Campaign Audiences. This allows the campaign agent to handle campaign assignments automatically. .
    1. Set the campaign frequency cap limits. For example, 1 campaign per 7 days, or 3 campaigns per 4 weeks. Setting a lower frequency can help improve response rates by reducing message fatigue. You can adjust the limits based on engagement patterns.
    2. Allow the campaign agent to determine whether to exclude low-fit users from the campaign even if they qualify for a campaign.
    For campaign frequency, start with conservative limits and adjust based on engagement patterns. Lower frequency can improve response rates by reducing message fatigue. After setup is complete, Adaptive Campaign Audiences runs automatically in the background for your agentic campaigns. See Adaptive Campaign Audiences for marketer-facing concepts, including how assignment works and how to interpret campaign reach and audit information.
  7. Save your changes.