Create a campaign in Optimizely Personalization

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Set up your first campaign in Optimizely Personalization and deliver personalized experiences to behaviorally targeted audiences.

A campaign is the framework that organizes your personalization strategy. It takes a piece of your site, like promotions on the homepage, and changes the content for different behaviorally targeted audiences. You can create a campaign for each site section where you want to deliver targeted experiences.

Set up pages, events, tags, and audiences before creating campaigns. You can then reuse those elements to build campaigns.

Create a project or reuse one you already created then create the personalization campaign.

  1. Go to Optimizations > Personalization Campaigns > Create Personalization Campaign.
  2. Name your campaign based on the type of targeted message you deliver. For example, if you want to personalize the messaging on the product page of an expensive duffel bag, you can name it Premium Duffel Bag Campaign.
  3. (Optional) Add a description for the campaign.
  4. Choose how to target using the Target By drop-down list.
  5. Choose which audiences to personalize for under Experiences.
  6. Choose the Metrics for the campaign to measure success.
  7. Set the Holdback Size.
  8. Click Create Campaign.


Expand the Target By drop-down list and set where the campaign runs. Pages are the places on your site where you deliver targeted experiences. You can choose a single page or add multiple pages to create seamless messaging across a funnel.

  • URL – Manually enter the URL where you want the campaign to run.
  • Saved Pages – Add an existing page to your campaign. You can also click Create New Page to create a page directly in the modal. See Set up a page for information.


Decide who sees your campaign. You can create a personalized experience for each audience with the Visual Editor later.

Select Search for Audiences and click + to add existing audiences to your campaign, or click Create New Audience. exp-3.png

Prioritize experiences for each audience

  1. Drag your audiences in order so that the most important ones are at the top.

    If a single visitor qualifies for multiple audiences, they see only one experience by default. For example, a visitor from Belgium who is also a non-Optimizely account holder sees the Belgium Visitors experience first because the Belgium Visitors experience ranks higher than Non-Optimizely Account Holders.


  2. Click Prioritize Experiences to re-prioritize your experiences after you save your campaign.

    Prioritize Experiences.png

  3. Drag and drop the experiences to control which visitors bucket into which experiences. You can also group experiences by dragging one on top of another. When you group experiences, Optimizely Personalization randomly selects one of the two to bucket visitors into.


Target a campaign to multiple audiences at once

  1. Go to More (...) > Settings in the Manage Campaign window.


  2. Add each of the audiences you want to match. Set the Match drop-down list to all.


  3. Click Save.

You can also use the Advanced code editor to create a custom audience using JSON.

Create a multi-armed bandit personalization campaign

This is for plans with Optimizely Web Experimentation.

See Maximize lift with multi-armed bandit optimizations for information.

  1. Go to More (...) > Settings in the Manage Campaign window.
  2. Go to Distributions Mode and click Multi-armed Bandit from the drop-down list.


  3. Click Save Experience.


Add metrics to measure the success of your test. Choose the events that best capture how your experiences perform. Events are attached to your page and are tracked constantly. After you add them to a campaign, they are called metrics.

Set the action your campaign will most likely impact as the primary metric. Optimizely's Stats Engine uses false discovery rate control to ensure your most important metric reaches statistical significance with full speed and accuracy.

  • Select Browse for metrics to search for a specific metric.
  • Click Create New Event to create an event to measure.
  • Expand the sections for Custom Events or Page Events to find a metric.
  • Add a Global Metric like Overall Revenue.

You can choose one primary metric and up to five secondary metrics.


Holdback Size

Every personalization campaign has a holdback. Holdback is the percentage of your visitors who do not see the personalized experience. Stats Engine uses this to measure campaign performance.

Personalization sets the holdback at 5% by default.

Click the field and enter the percentage of visitors you want to show the original experience. See Holdback: Measure overall impact in Personalization to learn more.holdback-size-personalization-campaign.png

Edit variations

Use the Visual Editor to create your personalized experiences. An experience is the intersection of an audience and a page where you deliver a targeted message.

  1. Go to Experiences and click a variation to customize it in the Visual Editor.
  2. Click an element on the page. A panel displays that shows you the HTML and CSS code for the container you select.
  3. Modify these elements to create a personalized message. Click Undo to return to the last saved version.
  4. Click Save to keep your changes.
  5. Preview your experience to ensure it looks correct.


  6. Repeat these steps to create a personalized experience for each audience.

Test and publish

Test your campaign after you create your experiences. Use the Preview tool to view the campaign live without showing it to your visitors.

When the campaign is ready, click Start Campaign to release it to your customers.


A window displays to confirm that you are ready to start your campaign. Click Start Campaign to confirm your decision.


Experiment with your personalization campaign

After you complete your campaign, you can test different variations of an experience for a specific audience with Optimizely Web Experimentation. See Experimentation in personalization campaigns for information.