Step 2 is the core of your campaign setup. The interface is vertically divided into two distinct logical sections:
Targeting Rules – defining who qualifies and what data is sent
Trigger & Delivery Rules – defining how and where the campaign is activated
Targeting Rules
This section is built around a logical “When” (Condition) → “Then” (Action/Output) workflow. It mirrors natural language to make complex targeting easier to interpret and configure.
A. Eligibility Conditions (“When”)
In this section, you build your audience by adding specific rule component cards.
To prevent mathematically ambiguous logic, the builder uses an Abstract Syntax Tree (AST) model that enforces explicit levels of nesting:
Rule Structure Levels
Level 0 (Global): The overarching AND/OR operator connecting all primary rule cards.
Level 1 (Primary Cards): The main condition blocks.
Level 2 (Inner Groups): Nested brackets inside a card (for example, adding additional rules within a Behavioral Events card). All conditions within an inner group must share the same operator (either all ANDs or all ORs).
*** NOTE: Intra-Category Nesting is only supported. You can use nested inner groups, but they are strictly restricted by rule category/type.
Limitation in Practice: If you want to target users who are "Gold Tier" (Profile) AND have "Completed Checkout" (Behavior), they must be built as two separate Level 1 cards joined by a Global Level 0 "AND".
Example: Setting up (Gold OR Platinum) AND (Added to Cart OR Viewed Cart) inadvertently targets a "Gold" user who only "Added to Cart". You cannot link "Gold" specifically to "Added to Cart" because the UI forces Profile Attribute rules and Behavioral Event rules into separate cards.
Available Rule Types & Specifications
Behavioral Events
Designed to read as a structured sentence: “User Performed [Event] [Frequency] [Time Window]”
Inherited Time Windows: A defined time window (e.g., “within 30 days”) applies to all conditions within the block. If removed, the system evaluates the user’s entire history.
Refinements (“Where” Clause): Add granular filters based on data type (String vs. Number).
Sequencing (“Then Performed”): Chain events to build funnel logic (e.g., Viewed Product → Then Added to Cart).
Profile Attributes
Target users based on static or dynamic profile properties (e.g., Loyalty Tier, Location).
Operators adapt dynamically:
Strings → text operators
Numbers → numeric operators
Booleans → True/False
Predictive Traits (AI)
Target users based on AI-generated scores such as:
Churn Probability
Lifetime Value (LTV)
Audience Segments
This rule allows you to include or exclude users based on their membership in pre-existing lists.
Source Logic: These pre-existing lists are defined and generated using the platform's Audiences Solution.
Usage: You can select a single segment from your library per component card to build your campaign logic.
Advantage: By leveraging the Audiences Solution, you can create highly complex, multi-attribute segments that are then easily imported as a single rule into your campaign.
***NOTE: For a detailed guide on how to build, refine, and sync these segments, please refer to the Audiences - An Overview documentation.
Add Existing Rule
Search and import previously saved campaign rules. Note: Rules must have a unique name. This name is combined with the Campaign ID to generate the Qualified Segment Key used for API responses (e.g., test_12jf or High Value Users_d49f).
NOTE:Social Proofing use-cases is currently a separate workflow for the MVP and will be merged into this standard rule builder post-MVP.
B: Select Data to Send ("Then")
Note: This section remains hidden until you click "Next" on the Eligibility Rules to maintain a clear separation of concerns.
Once a user qualifies, you must select the data sent to your downstream tools. This section changes significantly based on the Channel you are building for:
Web Campaigns:
Mandatory Data: The mcvisid (Visitor ID) is locked and automatically included for every qualifying user to maintain identity resolution.
Additional Attributes: You can select extra context (e.g., purchase_status) to pass alongside the segment result.
Email Campaigns
Mandatory Data: Selection is locked on Email ID as the primary identifier.
Additional Attributes: You can select extra data fields, but they will be filtered by data layer channel tags.
Paid Media Campaigns
Attribute Selection:Hidden entirely. Downstream data constraints are much stricter here, so only the Data Retention Period setting will remain visible.
NOTE: For all channels, you must define a Data Retention Period dictating how long this specific user data remains available in the Profile Attributes API layer before it expires and is automatically removed.
Trigger & Delivery Rules
Once your audience and data are defined, this section governs how the campaign is activated and where the data is routed.
Delivery Parameters (Optional)
Trigger Mechanism
Selection of Event-Based (e.g., add_to_cart + 60s delay), Session-Based, or Exit-Intent triggers.
Frequency Capping
Define a limit on how frequently a single user can experience this campaign.
Priority
Assign a priority score (1-100) to prioritize this campaign if users qualify for multiple campaigns simultaneously.
Activation Method
Finally, select the activation method for your campaign data.
For Web Campaigns, you have two options:
Profile Attributes API (Default)
The default activation method and underlying data layer that powers the Profile Attributes list. When a user qualifies for a campaign, this API automatically merges their segment eligibility flag and any selected additional attributes directly into their central Customer 360 (C360) profile.
View Included Data: Clicking this opens a modal verifying exactly what will be sent. It displays the Qualified Segment Key alongside a list of your additional attributes.
Preview API Response: Click this to see the exact JSON structure before finalizing.
Dedicated Campaign API
Select this to create a separate, standalone API endpoint exclusively for this campaign's data. Use this when you require strictly isolated, campaign-specific data delivery