---
schema_version: "1"
id: 823ffd9001a7dfb4e1b0834e62413dd8eb35838dd39b78c41ff35a85fddee041
title: Set Up Agentic Campaigns
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/mktg_admin_setup_agentic_campaigns.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mktg_admin_setup_agentic_campaigns.htm&release=264.0.0&type=5
source_site: help.salesforce.com
content_type: documentation
content_hash: f95658eb4788f6d8112e811669d0fb0173a8a7913a4e6d54aac3e9ebf83e0605
description: Configure the message budget, business goals, and approvals that marketers need before they can create and activate agentic campaigns.
products:
  - Marketing
release: "264"
---
# 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](https://help.salesforce.com/s/articleView?id=mktg.mktg_editions.htm&release=264.0.0&type=5 "Marketing Cloud Next is available in Growth and Advanced editions, and requires Salesforce Enterprise or Unlimited editions. Some features are limited by edition or purchased add-on. All functionality is available in Lightning Experience only.").

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small permission">
        <colgroup>
          <col style="width:50%">
          <col style="width:50%">
        </colgroup>
        <thead class="slds-text-title_caps ">
          <tr class="">
            <th scope="colgroup" class="slds-cell-wrap" colspan="2" style="text-align:center;vertical-align:top;" id="d47641e49">User Permissions Needed</th>
          </tr>
        </thead>
        <tbody>
          <tr class="">
            <td data-label="User Permissions Needed" class="slds-cell-wrap" style="vertical-align:top;" headers="d47641e49 ">To configure and customize the Salesforce org</td>

            <td class="slds-cell-wrap" style="vertical-align:top;" headers="d47641e49 ">Salesforce admin</td>

          </tr>
          <tr class="">
            <td data-label="User Permissions Needed" class="slds-cell-wrap" style="vertical-align:top;" headers="d47641e49 ">To configure most setting in <span>Marketing Cloud Next</span></td>

            <td class="slds-cell-wrap" style="vertical-align:top;" headers="d47641e49 ">Marketing Cloud Admin</td>

          </tr>
          <tr class="">
            <td data-label="User Permissions Needed" class="slds-cell-wrap" style="vertical-align:top;" headers="d47641e49 ">To configure and use the advanced approvals feature</td>

            <td class="slds-cell-wrap" style="vertical-align:top;" headers="d47641e49 ">Agentic Campaign Approvals (custom permission set)</td>

          </tr>
          <tr class="">
            <td data-label="User Permissions Needed" class="slds-cell-wrap" style="vertical-align:top;" headers="d47641e49 ">To access Campaign Agent components and create agentic campaigns</td>

            <td class="slds-cell-wrap" style="vertical-align:top;" headers="d47641e49 ">One of the Campaign Agent add-on licenses.</td>

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

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](https://help.salesforce.com/s/articleView?id=mktg.mktg_admin_marketing_performance.htm&release=264.0.0&type=5 "Set up Tableau Next to unify marketing data and analytics with Data 360, Tableau Next, and the Marketing Semantic Data Model. Use embedded reports and comprehensive dashboards to analyze campaign and content performance, track marketing goals, understand customer journeys, and identify opportunities to improve ROI.") 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](https://help.salesforce.com/s/articleView?id=mktg.mktg_admin_setup_agentic_campaigns_data_graph.htm&release=264.0.0&type=5 "Set up your data graph with the information you need in your campaigns.") 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](https://help.salesforce.com/s/articleView?id=mktg.mktg_agentic_campaigns_goals.htm&release=264.0.0&type=5 "A goal defines the conversion that an agentic campaign is measured on, such as orders or form submissions. The target is the count or amount that you want to achieve during the campaign dates. After you activate the campaign, the Marketing Campaign Agent measures attributed conversions against the target and uses behavioral signals, such as clicks and views, to optimize channel, content, and timing. For example, for an Orders goal with a $150,000 target, the agent attributes email and SMS engagement to order revenue and shows progress and forecast against the $150,000 target.").
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](https://help.salesforce.com/s/articleView?id=mktg.mktg_agentic_campaigns_adaptive_campaign_audiences.htm&release=264.0.0&type=5 "Adaptive campaign audiences use AI arbitration to match customers with the agentic campaigns they're most likely to engage with, while keeping message frequency within the limits you set.") for marketer-facing concepts, including how assignment works and how to interpret campaign reach and audit information.
7. Save your changes.