A campaign is where you work toward one measurable objective in the Appcues App. You describe the objective you want to move, and Appcues AI helps you build and organize the experiences that drive it, grouped into tactics inside that campaign.

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. See Introducing the Appcues App for more.

How campaigns are structured

A campaign has three layers.

• Campaign — the top-level container. Every campaign is grounded in a single objective, the measurable outcome you're driving toward. For example: "At least 40% of new trial users create their first project in their first week, tracked by the Project Created event." The event it's tracked by is a Key Moment. Each campaign also has a name, tags, a thumbnail, and a brief.
• Tactics — sit inside a campaign. Each tactic is a separate approach to achieving the campaign's objective.
• Experiences — what a tactic is built from, and the only layer your users see. Appcues AI can recommend the mix.

Every layer carries a brief that Appcues AI reads. Only campaigns and tactics carry an objective. For what goes in each brief and how an objective is configured, see Write briefs and set objectives.

Scope one campaign per objective

A campaign carries exactly one objective, so the outcome you want to move is what decides where one campaign ends and the next begins.

• Two efforts driving different outcomes are two campaigns.
• Two approaches to the same outcome are one campaign with two tactics.
• Variations on a single approach, like different copy or timing for one message, belong in one tactic.

A campaign whose objective is "At least 40% of new trial users create their first project in their first week" might have three tactics, each a different theory about what stops users:

• Awareness — a multi-step tour showing where projects live.
• Blocker removal — an experience that surfaces the email verification step users get stuck on.
• Follow-up — a prompt after the first week for users who still haven't created a project.

Each tactic can measure its own step. The blocker-removal tactic might set its objective on email verifications rather than projects created, because that's the moment it moves. All three still belong to one campaign, because they're driving the same campaign objective.

Browse campaigns

Open Campaigns in the left sidebar. Each campaign appears as a card showing its live tactic count and tags.

Narrow the list with the controls above it:

• All tags — filter by tag.
• + Add filter — add Status (Draft, Live, or Archived), Created date, Created by, or Last updated by.
• Search — find a campaign by name.

Two views sit in the left panel: All campaigns and Recently created, which covers the last 7 days. Once you've filtered the list, click Save as view to keep that filter set as a view of your own.

A campaign card's kebab menu holds Edit tags and Archive. Archiving unpublishes and archives everything inside the campaign, so Appcues asks you to confirm first. Archived campaigns stay reachable through the Status filter, and the same menu offers Unarchive.

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 every tactic in the campaign, each with a preview thumbnail, its tags, and a Draft or Live badge. Click a row to open the tactic.

Use the controls at the top to search tactics, filter by status or tag, and click Create tactic to add one. A tactic's kebab menu holds Edit tags and Archive, the same as a campaign card. A Live tactic can only be archived by someone who can unpublish its content.

Dashboard tab

The Dashboard tab shows analytics scoped to that one campaign. It has five cards:

• Reach — unique users who saw any experience in the campaign.
• Objective — progress against the target, on a card named after the campaign's objective.
• Reach by day — the same reach figure as a trend.
• Objective over time — the objective as a trend, with its target drawn on the chart.
• A breakdown of which user segments completed the Key Moment most.

Reach counts from the campaign's first publish date. Use the filters above the dashboard to narrow by date range, granularity, segment, accounts, and platform. Filters are saved to the URL, so a filtered view can be bookmarked or shared. To build your own dashboard beyond this one, see Analytics Dashboards overview.

The Objective cards need an objective to show anything. Without one they read "Add an objective to this campaign to track its performance." Add one from the Settings tab or ask Appcues AI. If the objective's Key Moment has been deleted, the cards report it as unavailable instead; repoint the objective at a Key Moment that still exists.

Settings tab

The Settings tab has two panels.

Campaign brief (left) — the Objective, Product context, and Business context fields that capture the campaign's strategy. Click a field to edit it, then click Save. The Objective field is also where the campaign's objective sits. Click it to open how it's measured. See Write briefs and set objectives.

Details (right) — the campaign's tags, plus when it was created and last updated, and by whom.

Appcues AI reads the campaign brief whenever you @-mention the campaign in a conversation, so it understands the campaign's context.

Create a campaign

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, including adding tactics, adding experiences, and publishing, see Create a campaign.

If you don't see Campaigns

If there's no Campaigns item in the left sidebar at app.appcues.com, the Appcues App hasn't been enabled for your account. It's rolling out gradually. To ask for access, contact your Appcues account team or email support@appcues.com with your account name.

If you can see Campaigns but can't create one, you need an editor role. Publishing the experiences inside a campaign needs publisher or admin.

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. 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, and 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 appears under each campaign that includes it, which only affects how your team finds it.

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.