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Limits for Marketing Cloud Personalization
Learn about the limits and capabilities in Marketing Cloud Personalization.
Datasets Limit
A Personalization account has a maximum of 20 datasets.
Data and Object Limits (All Editions)
Marketing Cloud Personalization specifies these limits for objects within a dataset.
Catalog Object Limits
Marketing Cloud Personalization imposes limits per dataset for catalog objects and attributes. For more information, see Catalog Objects.
Number of |
Limit | Description |
|---|---|---|
Active items per catalog object type |
2 million |
An active item is one that's eligible for recommendations. Examples: 2 million products, 2 million brands, 2 million articles, or 2 million blog posts |
Total items across all catalog object types |
10 million |
This limit is the total for all catalog objects. |
Custom catalog object types |
25 |
This limit is for user-created catalog object types. This limit doesn’t count the built-in catalog objects (Product, Blog, Article, Promotions, and Category). Examples: brand, style, tags, keywords, author, color |
Attributes for a catalog object (built-in attributes + user-created attributes) This limit includes the following built-in attributes, which differ slightly for some of the built-in catalog objects: |
35 |
|
|
16 | Product built-in attributes: (id, name, url, description, published, expiration, rating, numRatings, imageUrl, promotable, price, listPrice, priceDescription, currency, inventoryCount, margin) |
|
10 | Blog posts built-in attributes: (id, name, url, description, published, expiration, rating, numRatings, imageUrl, promotable) |
|
10 | Article built-in attributes: (id, name, url, description, published, expiration, rating, numRatings, imageUrl, promotable) |
|
10 | User-created catalog object built-in attributes: (id, name, url, description, published, expiration, rating, numRatings, imageUrl, promotable) |
Related catalog object values for a single item |
50 |
You can store up to 2 million of each catalog object type. When you create a catalog object relationship, you can store up to 50 values on the item. Example: Suppose your primary catalog object is a hotel that has a related catalog object named Amenity (representing amenities such as free wifi, a pool, a gym, room service, or a bar). You can assign up to 50 amenity tags to that related catalog object. You can have more than 50 amenity values stored in Marketing Cloud Personalization (up to 2 million), but only 50 of those values can be stored against a single item. |
Category values for a single item |
15 |
Personalization automatically applies the category object as a related catalog object to the built-in objects (products, blogs, articles). Example: A hierarchy (such as Men’s|Clothing|Tops|Shirts) is a single category value. |
Promotion and Asset Limits
Marketing Cloud Personalization specifies limits per dataset for promotions, segments, and assets. For more information, see Campaign Promotions.
| Number of | Limit | Description |
|---|---|---|
Active promotions |
10,000 |
An active promotion is a promotion that's eligible for a campaign to return. |
| Promotions returned for review and ranking | 50 | If a user is eligible for more than 50 promotions, Personalization selects a random set of 50 eligible promotions to return. |
User attribute match criteria |
5 |
— |
Segment inclusion |
10 |
— |
Segment exclusion |
10 |
— |
Attributes for a promotion |
35 |
Promotion built-ins: 10, which means that you can add up to 25 user-created attributes. |
Related Catalog Objects |
20 |
— |
Related Catalog Object values for a single item |
50 |
— |
Assets for a promotion |
10 |
— |
Assets assigned to a single content zone or tag |
1,000 |
Applies across all promotions that share the content zone or tag. Example: If you have a content zone or tag called "Winter Savings," then you can have up to 1,000 assets across all promotions that share the “Winter Savings” content zone or tag. If you have over 1,000 assets that share a content zone or tag, Personalization selects a random set of 1,000 for decisioning purposes. |
User Attribute Limits
Marketing Cloud Personalization has a limit of 100 user attributes per dataset.
User Profile Object and Account Profile Attribute Limits
Marketing Cloud Personalization imposes limits per dataset for user profile objects and account profile attributes. For more information, see User Profile Objects.
| Number of | Limit | Description |
|---|---|---|
| User profile object types | 10 | Examples: Lease, machine registration, mortgage |
| Attributes for a user profile object | 10 | Example: If your user profile object is a mortgage, its attributes can include customer-specific information, such as start date, end date, and APR. |
| Related catalog objects for a user profile object | 5 | Example: If your user profile object is a lease for a vehicle, you can assign it related catalog objects, such as make, model, and year. |
| Values per related catalog object for a user profile object | 5 | Example: If your user profile object is a credit card and you assign it a related catalog object of rewards, associated values can include cash back, travel rewards, and no ATM fees. |
| User profile objects per profile object type per user | 100 | Example: Suppose you’ve configured three profile objects: Lease, Ownership, and Service Case. Each user profile can have up to 100 objects of each type: up to 100 Lease objects, up to 100 Ownership objects, and up to 100 Service Case objects. |
| Account profile attributes | 100 | Example: Account name, Account ID, Account domain, Employee count. Firmographic data that gives you a more in-depth profile of each account. |
| Max distinct actions per profile per day | 100 | Personalization tracks the number of distinct actions that a user takes on a website. For example, suppose a user visits the homepage 20 times, views the Product Detail Page 11 times, updates their billing information one time, and checks out twice. In this example, Personalization tracks four distinct actions for that user. The action limit applies to the number of distinct actions per user, not to the number of times a user performed a particular action. If the user exceeds the limit of distinct actions (say, 101 distinct actions over a 24-hour period), then Personalization truncates one of the distinct actions it’s tracking to keep the total within the limit. Personalization drops a distinct action with the lowest number of occurrences (for example, updating the billing information happened only one time). For an individual user, dropping a distinct action can affect segment membership. For more information on actions, see Item Actions and Actions in the developer documentation. |
| Max distinct actions per profile for All Time | 1,000 | Example: If a user exceeds 1000 distinct actions over time, then Personalization truncates one of the distinct actions it’s tracking to keep the total within the limit. For more information, see the example (in the previous row) for the maximum distinct actions per profile per day. |
| Max number of line items in a cart | 100 | The total number of line items stored in a cart for a single user. |
Identity Management
Marketing Cloud Personalization imposes limits for identity types. For more information, see Identity Types and Attributes.
| Number of | Limit | Description |
|---|---|---|
| Additional identity types | 3 | If the built-in identity types are insufficient, you can create a maximum of 3 additional identity types. |
Integrations Limits
There are limits on ETL integrations, the integration of Personalization with Salesforce CRM, and the automated data sent to Personalization using Flows. For more information, see Integrate with Other Products.
ETL Integrations
There are limits to some attributes and associations per item. Exceeding these limits causes a record to fail.
| Number of | Limit |
|---|---|
| Line items per order | 1000 |
| User attributes per user feed | 50 |
| Attributes per catalog object type | 35 |
There’s no file size limit. However, Salesforce recommends limiting file sizes to 5 GB.
Individual customer ingestion speeds can vary based on a number of factors, including:
- Number of users in the dataset
- Time of day when an ETL job is started (other ETLs are running at the same time)
- Number of user attributes in the feed and size of attribute values (for example, the length of strings)
- Size of files being run (number of attributes in the file)
- Size of user profile documents, which includes visit history, number of attributes, the change history of said attributes, visit history, and daily stats.
Customers can export up to 10 million users per day per dataset. For more information, see Marketing Cloud Personalization Editions.
Integrate Personalization with Salesforce CRM
For more information, see Integrate Marketing Cloud Personalization with Salesforce CRM.
| Number of | Limit | Description |
|---|---|---|
| Salesforce CRM Pull limit of records | 4,500,000 | Limit per job or manual execution. |
| Salesforce CRM Push limit of records | 750,000 | Limit per job or manual execution. |
Automate Data Sent for Personalization Using Flows
For more information, see Automate Data Sent for Personalization Using Flows.
| Number of | Limit |
|---|---|
| Maximum number of records that the Personalization Apex Action can process | 100 |
Segment Management Limits
Marketing Cloud Personalization provides the limits associated with segment membership. For more information, see Define Segments for Marketing Cloud Personalization.
| Number of | Limit |
|---|---|
| Manual segments per dataset | 1,000 |
| Enabled rule-based segments per dataset | 500 |
| Members per segment to qualify for daily email reports | 10,000 |
Event Limits
Marketing Cloud Personalization imposes a limit on the total rate of event traffic across an entire Personalization account. This limit is in addition to limits stated in the Channels and Campaigns Limits section and applies to aggregate activity across all channels and users.
An event is a description of a single interaction by a single user at a point in time. It's delivered in an HTTP request sent to any real-time event processing endpoint. Examples of interactions that events can describe include page views, campaign impressions, clicks, purchases, and adding items to carts.
| Njmber of | Limit |
|---|---|
| Events per Personalization account per minute | 400,000 |
Channels and Campaigns Limits
Marketing Cloud Personalization provides limits specific to Web Campaigns, Mobile Campaigns, and Triggered Campaigns. For more information, see Channels and Campaigns.
Web Campaigns
The Web SDK automatically blocks events if:
- more than 10 events have been sent for the same user in the last 5 seconds, or
- more than 5 events with the same interaction name (Action) have been sent for the user in the last 2 seconds.
In addition to the above limits, the Web SDK enforces these limits for ping, error, and campaign statistics events.
- Ping events are limited to 10 events sent every 5 seconds.
- Error events are limited to 10 events sent every 5 seconds.
- Campaign statistics events are limited to 10 events sent every 5 seconds or 5 events with the same experience ID sent every 2 seconds.
Mobile Campaigns
The Personalization Mobile SDK supports up to 50 events per second. Up to 1,000 events can be queued when:
- the device isn’t connected to the internet, or
- the Mobile SDK is waiting for the response of the previously sent event.
Triggered Campaigns
Salesforce limits the number of triggers based on your contracted number of named individual profiles. Each named individual profile is entitled to four triggers per month, with the trigger limit calculated for an hourly rate. For example, using the base allotment of 100,000 named individual profiles, the per profile rate is approximately 555 triggers per hour:
(Named individual profiles x 4) / 30 days / 24 hours = 555 triggers/hour
When configuring a triggered campaign template, keep in mind that strings can’t exceed 4096 characters.
Survey Limits
Marketing Cloud Personalization has limits for survey attributes. You can have up to 10 total survey attributes per dataset. For more information, see Use Surveys in Web Campaigns.
Open-Time Email Campaign Limits
For more information, see Open Time Email Campaigns.
| Number of | Limit | Description |
|---|---|---|
| Item Templates that can be published | 16 | — |
| Item Template sync error rate per job | 10% | If the error rate for an image generation job exceeds 10%, the item template can’t be published. |
Third-party Campaigns
You can have a maximum of 900 third-party campaigns. For more information, see About Integrating with Third-Party Solutions.
Machine Learning Limits
Marketing Cloud Personalization provides limits associated with Einstein Decisions and Einstein Recipes. For more information, see AI-Powered Personalization.
Einstein Decisions Limits
Marketing Cloud Personalization has limits for the various Einstein Decisions features. For more information, see Einstein Decisions.
| Number of | Limit | Description |
|---|---|---|
Features |
200 |
You can configure up to 200 features on the feature engineering page. |
Offers for promotion and ranking (real-time offers) |
50 |
Personalization limits Einstein Decisions to evaluating up to 50 offers for its promotion analysis and ranking. If a user is eligible for more than 50 offers, Personalization selects a randomized set of the eligible offers for analysis. |
| Promotions in a Campaign Response | 12 | A campaign using Einstein Decisions can return up to 12 promotions in a response. |
Einstein Recipes Limits
Marketing Cloud Personalization has limits for the various Einstein Recipes features. For more information, see Einstein Recipes.
- Test groups can contain up to 20 customers.
- You can have up to 15 test groups, including the sample test group.
- Each dataset can have up to 500 recipes.
Reports and Analytics Limits
Marketing Cloud Personalization provides limits associated with Actions Reports and Data Warehouse. For more information, see Marketing Cloud Personalization Reports and Analytics.
Actions Report
Marketing Cloud Personalization supports a few thousand unique actions. Unique action counts that are larger than a few thousand can cause problems in various areas of the platform.
Actions should be captured only if they’re required for personalization and targeting. Marketing Cloud Personalization isn’t designed to act as an analytical store and shouldn’t have an implementation where actions are blindly consumed from an analytics provider such as Google Analytics. The sitemap is meant to provide customers with a transform layer to make sure that only the necessary data is ingested.
Data Warehouse Limits
The Marketing Cloud Personalization Data Warehouse environment allows for:
| Number of | Limit |
|---|---|
Named users |
6 |
Datasets |
6 |
Segments |
10 |
Data Warehouse targets a 24-hour window from the time of initial receipt to make the data available. Nightly jobs often complete by 6 PM UTC. Data Warehouse job processing and completion times can vary.
For more information, see Personalization Data Warehouse.
