---
schema_version: "1"
id: 2f42078ba07d5ebe2bd25dd9c06e83d34f36d56e8d0b469a015dc306922fb0c9
title: Manage Data Sources for Personalizing Content
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/mktg_content_personalization_data_sources.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mktg_content_personalization_data_sources.htm&release=264.0.0&type=5
source_site: help.salesforce.com
content_type: documentation
content_hash: eecf422b12c9493d4c3c129aab06839a1542a3c600db71c5aa25257f04888492
description: To embed personalized data in your marketing content, add a data source. A data source represents an object or element from your org that contains fields and data. After you select a data source, its fields and attributes are available to use in merge fields, expressions, repeater components, and dynamic content.
products:
  - Marketing
release: "264"
---
# Manage Data Sources for Personalizing Content

To embed personalized data in your marketing content, add a data source. A data source represents an object or element from your org that contains fields and data. After you select a data source, its fields and attributes are available to use in merge fields, expressions, repeater components, and dynamic content.

[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.").

When you’re editing content, in the Data Sources tab, view, add, and manage data sources.

![This graphic shows the Content Builder Data Sources tab, which appears in the left-side properties panel of the builder. In this tab, you can add new data sources and view the default data source.](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mktg_all-264-0-0-production-enus/e92be4e1-4bef-47a5-a11d-95f4ea1f7d7a/mktg_all/images/email_data_sources.png)

When you’re working with data sources, keep these considerations in mind.

- If you change a data source after its attributes are used in merge fields, to save the content, delete those merge fields. Then, add a new data source and recreate the merge fields.
- If you combine content types that contain data sources, make sure the data sources match. For example, if you add a form to a landing page, the data graph for the form must be the same as the data graph in the landing page.

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small ">
      <colgroup>
        <col style="width:33.33333333333333%">
        <col style="width:33.33333333333333%">
        <col style="width:33.33333333333333%">
      </colgroup>
      <thead class="slds-text-title_caps ">
        <tr class="">
          <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d39793e72">Data Source Type</th>
          <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d39793e75">Editions</th>
          <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d39793e78">Content Types</th>
        </tr>
      </thead>
      <tbody>
        <tr class="">
          <td data-label="Data Source Type" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e72 ">Data Graph</td>

          <td data-label="Editions" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e75 ">
            <ul>
              <li>Marketing Cloud Next Growth</li>

              <li>Marketing Cloud Next Advanced</li>

            </ul>
          </td>

          <td data-label="Content Types" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e78 ">
            <ul>
              <li>Content Block: Email</li>

              <li>Content Block: Landing Page</li>

              <li>Email</li>


              <li>Landing Page</li>

              <li>SMS Message</li>

            </ul>
          </td>

        </tr>
        <tr class="">
          <td data-label="Data Source Type" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e72 ">Unified Individual Data Model Object</td>

          <td data-label="Editions" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e75 ">
            <ul>
              <li>Starter and Pro Suite</li>

              <li>Marketing Cloud Next Growth</li>

              <li>Marketing Cloud Next Advanced</li>

            </ul>
          </td>

          <td data-label="Content Types" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e78 ">
            <ul>
              <li>Email</li>

            </ul>
          </td>

        </tr>
        <tr class="">
          <td data-label="Data Source Type" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e72 ">Event</td>

          <td data-label="Editions" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e75 ">
            <ul>
              <li>Starter and Pro Suite</li>

              <li>Marketing Cloud Next Growth</li>

              <li>Marketing Cloud Next Advanced</li>

            </ul>
          </td>

          <td data-label="Content Types" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e78 ">
            <ul>
              <li>Content Block: Email</li>

              <li>Email</li>


              <li>SMS Message</li>

              <li>WhatsApp Message</li>

            </ul>
          </td>

        </tr>
        <tr class="">
          <td data-label="Data Source Type" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e72 ">Offer</td>

          <td data-label="Editions" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e75 ">
            <ul>
              <li>Marketing Cloud Next Growth</li>

              <li>Marketing Cloud Next Advanced</li>

            </ul>
          </td>

          <td data-label="Content Types" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e78 ">
            <ul>
              <li>Email</li>

            </ul>
          </td>

        </tr>
        <tr class="">
          <td data-label="Data Source Type" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e72 ">Personalization Recommender</td>

          <td data-label="Editions" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e75 ">Marketing Cloud Next Advanced with <a href="https://help.salesforce.com/s/articleView?id=mktg.persnl_basics_billable_usage_types.htm&amp;language=en_US" target="_blank">Personalization Decision Credits</a></td>

          <td data-label="Content Types" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e78 ">
            <ul>
              <li>Content Block:
                Email</li>

              <li>Email</li>


            </ul>
          </td>

        </tr>
        <tr class="">
          <td data-label="Data Source Type" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e72 ">Content Variable</td>

          <td data-label="Editions" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e75 ">
            <ul>
              <li>Marketing Cloud Next Growth</li>

              <li>Marketing Cloud Next Advanced</li>

            </ul>
          </td>

          <td data-label="Content Types" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e78 ">
            <ul>
              <li>Email</li>

            </ul>
          </td>

        </tr>
        <tr class="">
          <td data-label="Data Source Type" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e72 ">Salesforce Record</td>

          <td data-label="Editions" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e75 ">
            <ul>
              <li>Marketing Cloud Next Growth</li>

              <li>Marketing Cloud Next Advanced</li>

            </ul>
          </td>

          <td data-label="Content Types" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e78 ">
            <ul>
              <li>Email</li>

            </ul>
          </td>

        </tr>
        <tr class="">
          <td data-label="Data Source Type" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e72 ">Lookup Data Graph</td>

          <td data-label="Editions" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e75 ">
            <ul>
              <li>Marketing Cloud Next Growth</li>

              <li>Marketing Cloud Next Advanced</li>

            </ul>
          </td>

          <td data-label="Content Types" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e78 ">
            <ul>
              <li>Email</li>

            </ul>
          </td>

        </tr>
        <tr class="">
          <td data-label="Data Source Type" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e72 ">Apex Class</td>

          <td data-label="Editions" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e75 ">
            <ul>
              <li>Marketing Cloud Next Growth</li>

              <li>Marketing Cloud Next Advanced</li>

            </ul>
          </td>

          <td data-label="Content Types" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e78 ">
            <ul>
              <li>Email</li>

              <li>SMS Message</li>

            </ul>
          </td>

        </tr>
        <tr class="">
          <td data-label="Data Source Type" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e72 ">Activation</td>

          <td data-label="Editions" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e75 ">
            <ul>
              <li>Marketing Cloud Next Growth</li>

              <li>Marketing Cloud Next Advanced</li>

            </ul>
          </td>

          <td data-label="Content Types" class="slds-cell-wrap" style="vertical-align:top;" headers="d39793e78 ">
            <ul>
              <li>Email</li>

            </ul>
          </td>

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

## Data Graph

A [data graph](https://help.salesforce.com/s/articleView?id=data.c360_a_data_graphs.htm&language=en_US) is a data object provided by Data 360 that’s built from a primary data model object (DMO) and its related objects. It combines this data to create a streamlined table of data that you need for common tasks. The data graphs that you use when personalizing marketing content are usually profile data graphs based on the Unified Individual DMO, which contain details about people. For example, you can refer to data from a contact record and attributes from related objects, like a recent product purchase or service case.

A data graph can be either standard or real-time. Real-time data graphs provide faster response times, but they can cost a bit more. See [Billing Considerations for Data Graphs](https://help.salesforce.com/s/articleView?id=data.c360_a_billing_considerations_for_data_graphs.htm&language=en_US).

You can set up a default data graph for use in marketing content. It appears in the Data Sources panel with a Default badge.

See [Set Up Personalization Features in Marketing Cloud Next](https://help.salesforce.com/s/articleView?id=mktg.mktg_data_graph_setup.htm&release=264.0.0&type=5 "When you personalize marketing messages using merge fields or dynamic content, you can improve the customer experience and increase engagement. Before you can start personalizing content, set up Personalization and configure a data graph based on the Unified Individual object. A data graph is also necessary for personalizing flow decisions.") or, if you use business units, see [Set Up Basic Personalization for Business Units](https://help.salesforce.com/s/articleView?id=mktg.mktg_bu_set_up_basic_personalization.htm&release=264.0.0&type=5 "To select attributes for content personalization and flow decisions, create a data graph that’s based on the Unified Individual object. As you build the data graph, select all the data points that you anticipate by using in personalization and automations, such as targeting rules for dynamic content or cross object merge fields.").

![Content builder Data Sources tab showing the Default badge on a data graph.](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mktg_all-264-0-0-production-enus/e92be4e1-4bef-47a5-a11d-95f4ea1f7d7a/mktg_all/images/mktg_content_personalization_data_sources_default.png)

When working with data graphs, keep these considerations in mind.

- In an email or email content block, the default data graph is sufficient for most personalization tasks.
- If an email contains any dynamic content variations or a Personalization recommender data source, you can’t remove or replace the data graph.
- For a landing page, we recommend that you use a real-time data graph for faster response times and better performance.
- When a landing page content block is published, you can't remove or replace the data graph.
- In SMS and WhatsApp messages, only the default data graph is available. It doesn’t appear in the Data Source panel, but you can still use its data in merge fields.

## Unified Individual Data Model Object

Even when you don’t have a data graph or data source, you can still add merge fields based on the Unified Individual DMO. If you delete a default data graph, the unified individual data provider is available as a fallback option.

In emails created in Starter and Pro Suite, you can only personalize content with merge fields that refer to the Unified Individual DMO.

## Event

An event is a specific activity that can trigger a flow, such as an order confirmation or subscription sign-up. Learn more about [campaigns and flows](https://help.salesforce.com/s/articleView?id=mktg.mktg_campaigns_ref.htm&release=264.0.0&type=5 "A campaign record includes a detailed summary for each flow that's designed to reflect certain elements from the Flow Builder canvas. Some features and settings that appear in Flow Builder aren't available on the campaign, and vice versa. A campaign also includes a comprehensive overview to help you keep tabs on campaign content across flows, and monitor campaign performance.") or about [marketing tasks based on events](https://help.salesforce.com/s/articleView?id=mktg.mktg_campaigns_event.htm&release=264.0.0&type=5 "To take some manual work off your plate, automate common marketing tasks with a flow. Flow can listen for customer actions or events and then automate message sends, update or create records, and so on. For example, send an SMS message when someone signs up for an event.").

- A content item can contain only 1 event data source, such as an email series that’s triggered each time a certain form is submitted.
- In emails, repeater components don’t support custom event data.
- When content is published, you can't remove or replace an event.

## Offer

Deliver tailored promotions by activating offers directly in your email content. When you’re creating an email, add an offer as a data source. Then, add merge fields to populate message content with offer details such as an offer name, description, or coupon code. Define rules for dynamic content to show different offers to different recipients based on attributes, such as loyalty tier. You can add up to 5 offer data providers per email.

## Personalization Recommender

A recommender is an element of [Salesforce Personalization](https://help.salesforce.com/s/articleView?id=mktg.mc_persnl.htm&language=en_US) that shows recommendations to customers based on their interests. In emails, you can use recommender data only in a repeater component and in merge fields within that component.

- When you add a recommender data source, you can only select from trained recommenders that are based on the same data graph as the email.
- When you want to use a new recommender, allocate time for the training period so that there’s at least one successful refresh.
- You can replace but not remove recommender data sources.

In emails created in Marketing Cloud Next, dynamic content and Personalization Recommenders aren’t available until you add a data graph as a data source.

## Content Variable

Add your own custom content variables to define dynamic placeholders in your content. You can map these content variables to any data source available in Salesforce Flow, including MuleSoft and HTTP connectors. Flow populates the content variables at run time. For content variables, you can use boolean, string, date, date time, and number data types as well as recordId, which references a Salesforce record.

## Salesforce Record

To use the most current business data to personalize emails, you can add merge fields to your message content that are based on Salesforce Objects. Add a Salesforce Record as a data source to reference objects, such as Cases or Leads.

## Lookup Data Graph

You can define a lookup data graph that uses non-profile data from Data 360, such as a product catalog, to complement the default data graph or unified individual. When you add a lookup data graph as a data source, specify a primary key to filter the lookup data graph and get data related to a message recipient.

- Lookup data graph data providers can't be nested under other lookup data providers.
- You can add a maximum of 5 lookup data graph data providers per content item.

## Apex Class

With the Apex data provider, you can select [an Apex class](https://help.salesforce.com/s/articleView?id=platform.flow_concepts_apex_type.htm&language=en_US) as a data source to pass data from a flow directly to your content. Pass simple parameters, such as a name and assigned sales rep. To build highly personalized transactional messages like order confirmations, pass more complex, structured data, such as entire order collections.

A message can use only one Apex class data source at a time.

## Activation

Reference Data 360 segment data for data-driven email targeting. The Activation data provider refers to a Data 360 segmentation activation and makes segment attributes of recipient data available in your marketing content. Use activation data in your email merge fields to target messages based on real-time audience insights.

A message can use only one activation data source at a time.

#### See Also

- [Personalize Content with Merge Fields in Marketing Cloud Next](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_personalization_merge_fields.htm&release=264.0.0&type=5 "Use merge fields to personalize your marketing content with customer data. For example, personalize an email with your customer's name or customize a landing page with products you know they're interested in.")
- [Set Up Personalization Features in Marketing Cloud Next](https://help.salesforce.com/s/articleView?id=mktg.mktg_data_graph_setup.htm&release=264.0.0&type=5 "When you personalize marketing messages using merge fields or dynamic content, you can improve the customer experience and increase engagement. Before you can start personalizing content, set up Personalization and configure a data graph based on the Unified Individual object. A data graph is also necessary for personalizing flow decisions.")
- [Using Data Graphs With Personalization](https://help.salesforce.com/s/articleView?id=mktg.persnl_setup_data_graphs_using.htm&language=en_US)
- [Creating and Training Salesforce Personalization Recommenders](https://help.salesforce.com/s/articleView?id=mktg.persnl_recommender.htm&language=en_US)
- [Data Sources for Forms in Marketing Cloud Next](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_form_data_sources.htm&release=264.0.0&type=5 "A data source represents a Salesforce object, which you can use with a form. It creates a bridge between a form field and a CRM object field so that you can save the captured form data in Salesforce records.")
- [_Trailhead_: Email Personalization in Marketing Cloud Next](https://trailhead.salesforce.com/content/learn/modules/email-personalization-in-marketing-cloud-next)