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Personalize Paths Element
Send each audience member to the path where they're most likely to meet your conversion goal. The system continuously learns from real conversion outcomes and predicts which path performs best for each audience member. Personalize Paths is available in automation event-triggered flows and segment flows.
Required Editions
| Available in: Lightning Experience |
| Available in: Salesforce Enterprise and Unlimited Editions with Marketing Cloud Advanced Edition, and in Starter and Pro Suite Editions. Your edition determines the options that you have. |
Prerequisites
To add the Personalize Paths element to a flow, the user requires:
- Either the Marketing Cloud Manager or Marketing Cloud Admin permission set
- The Add Personalize Paths Element to Flows permission
The Personalize Paths element also requires that you set up personalization features. For detailed instructions, see Set Up Personalization Features in Marketing Cloud Next.
Considerations
- Personalize Paths requires a Send Email Message element in each path when your Performance Metric is an email metric, so it can evaluate that path's performance.
- Personalize Paths includes only element-level metrics on the Analytics tab. Run history and links to experiment details, available for Path Experiment, aren't available for Personalize Paths.
Configure Personalization
Personalize Paths sends each audience member to a path based on your personalization settings and available paths. Use up to 10 paths in the Personalize Paths element.
The Performance Metric and optional engagement signals set your conversion goal. For example, select email opens as your Performance Metric to send audience members to the path where they're most likely to open emails. Add click-through on a specific link as an engagement signal to further refine path selection toward audience members who not only open the email, but also click that link.
| Field | Description |
|---|---|
| Performance Metric | The out-of-the-box metric or custom engagement signal that measures conversion success for this element. |
| Engagement Signal(s) | More engagement signals, selected from the Event Library, that inform path selection along with the Performance Metric. |
| Target Conversion Period | The duration between an audience member entering the flow and completing the conversion event. |
| End Date | The date when personalization stops running. Personalize Paths uses the end date to configure personalization training. For details, see the Personalization Method section. |
Configure Paths
Personalize Paths sends each audience member to a path based on personalized optimization rather than a fixed split.
| Field | Description |
|---|---|
| Path Label | The path's display name. |
| Path API Name | The path's unique API name, generated automatically based on the label. The requirement for uniqueness applies only to elements within the current flow. Two elements can have the same API name, provided they're used in different flows. An API name can include underscores and alphanumeric characters without spaces. It must begin with a letter and can’t end with an underscore. It also can’t have two consecutive underscores. |
| Description | A description of the path, for your own reference. |
Personalization Method
Personalize Paths uses Salesforce Personalization to select each audience member's path. Learn more about how Salesforce Personalization generates recommendations in Salesforce Personalization.
Personalize Paths uses your end date to sort audience members into batches, so it can optimize path selection over time. For example, say you have 100 audience members and an end date 4 weeks from today. With a Target Conversion Period of 1 week, Personalize Paths sorts audience members into approximately 4 batches of 25. Personalize Paths processes audience members who enter after this initial distribution as they arrive.
