A campaign is where you start working toward a desired outcome in the Appcues App. Instead of managing a flat list of individual experiences, you describe the outcome you want and Appcues AI helps you build and organize the experiences that drive it — grouped into a campaign, broken into tactics, and guided by a brief that captures the strategy.

Campaigns are available in the Appcues App at app.appcues.com.

Campaigns are part of the Appcues App, which is in beta and rolling out gradually. If you don't see the Appcues App for your account yet, it hasn't been enabled — it's on the way. See Introducing the Appcues App for more.

How campaigns are structured

A campaign has two layers:

• Campaign — the top-level container. Every campaign is grounded in an objective: the measurable outcome you're driving toward, like "Trial Activation" or "Feature Adoption Q3," which is measured by a Key Action (a tracked event). Each campaign has a name, its objective, tags, a thumbnail, and a brief.
• Tactics — sit inside a campaign. A tactic is a sub-strategy: a focused approach that drives toward the campaign's desired outcome, made up of the experiences best suited to it (Appcues AI can recommend the right mix).

For example, a "New User Onboarding" campaign might have three tactics:

• A welcome new users tactic with a multi-step onboarding tour
• A feature-discovery tactic that highlights unused features
• A feedback tactic triggered after the first week

Before you build, plan the campaign's brief and objective — see Plan a campaign brief and objective.

Browse campaigns

Open Campaigns in the left sidebar to see the campaigns list.

The list shows each campaign as a card with:

• A themed thumbnail
• The campaign name
• The number of live tactics
• Tags

Filter and search

Use the controls at the top of the list to narrow what you see:

• All tags — filter campaigns by tag
• + Add filter — add more filter dimensions: Status (Draft, Live, or Archived), Created date, Created by, and Updated by
• Search — find a campaign by name

The campaigns list also has two views in the left panel:

• All campaigns — every campaign in your account
• Recently created — campaigns created in the last 7 days

View a campaign

Click a campaign card to open it. A campaign has three tabs: Tactics, Dashboard, and Settings.

Tactics tab

The Tactics tab lists all tactics in the campaign. Each tactic row shows:

• A preview thumbnail of the experience
• Tag chips
• A status badge (Draft or Live)
• A kebab menu with additional actions

Use the controls at the top to manage tactics:

• Search tactics — find a tactic by name
• Any status — filter tactics by status
• + Add filter — add additional filter dimensions
• Create tactic — add a new tactic to the campaign

Click a tactic row to open the tactic detail.

Dashboard tab

The Dashboard tab will show campaign-level analytics. This tab is coming soon and is not yet available.

Settings tab

The Settings tab has two panels:

Campaign brief (left panel) — the Objective, Product context, and Business context fields that capture the campaign's strategy. Edit any field and click Save. For what to put in each, see Plan a campaign brief and objective. The Objective shows the campaign's objective — click it to open how it's measured (its Key Action, direction, and target).

Details (right panel) — manage the campaign's tags and view metadata. Add or remove tags with the tags editor, and see when the campaign was created and last updated, and by whom. (You can also edit a campaign's tags from the Edit tags option in its card's kebab menu on the campaigns list.)

The campaign brief is also used by Appcues AI. When you @-mention a campaign in a conversation, the AI reads the brief to understand the campaign's goals and context.

Create a campaign

Create a campaign with Appcues AI: click Create campaign on the Campaigns page and describe the outcome you want to drive. Appcues AI builds the campaign and adds tactics and experiences from there.

For the full walkthrough — adding tactics, adding experiences, and publishing — see Create a campaign.

Campaigns and your existing experiences

Your existing Appcues experiences are not automatically grouped into campaigns. They continue to appear individually in the Experiences section of the Appcues App and in Studio.

For more on how existing experiences appear in the Appcues App, see Find and manage experiences in the Appcues App.

Common questions

Do campaigns affect how experiences run?

No. Grouping an experience into a campaign doesn't change its targeting, frequency, or behavior. Campaigns are for your team's planning and organization — they don't alter the end-user experience.

Can an experience belong to multiple campaigns?

Yes. An experience can be included in tactics across different campaigns. This doesn't change how the experience runs — it just appears in multiple places for organizational purposes.

Can I use campaigns from Studio?

Campaigns are only available in the Appcues App. You can continue to manage individual experiences in Studio, but to create or manage campaigns you need to use the Appcues App at app.appcues.com.