Campaigns with AIRA in Xperience

Advanced license required

Features described on this page require the Xperience by Kentico Advanced license tier.

Campaigns in Xperience by Kentico help marketing teams plan, run, and evaluate campaign work in one place. Instead of keeping a campaign brief, assets, and performance notes in separate tools, you can connect the main campaign pieces directly in Xperience.

With AIRA, campaigns become easier to review and improve. AIRA can help you refine a brief, evaluate performance, summarize results, and suggest what to improve next.

Preview feature

Campaigns are currently in preview mode. Expect this feature to be updated and improved in upcoming versions, possibly including breaking changes.

Feel free to try out the Campaigns feature. You can share your feedback directly with the Kentico Product team.

You can explore Campaign Manager in Xperience by Kentico in the safety of our Kbank sandbox environment.

The sample scenario in this material was prepared using our sandbox environment, Kbank. If you’d like to follow along, you can request the demo website here, choosing the Xperience by Kentico - Business Tutorial Kbank demo site option.

A campaign brief gives your team and AIRA the context for the campaign goal, audience, channels, KPIs, and message.
Collaborators define who is involved in the campaign – typically a copywriter, graphic designer, and marketing manager, but depending on your industry (e.g., finance or healthcare), you may need to include a legal reviewer or compliance officer.
Campaign assets and customer journey stages connect campaign planning to the pages, forms, emails, and actions that visitors experience.
Campaign reports help you compare performance against KPIs and turn campaign results into next actions.

Campaigns application overview

How AIRA processes your campaign request

You start by asking AIRA in the Campaigns application. When AIRA recognizes a campaign-related request, it routes the request to the Campaign Manager agent.

Before you start, open the campaign you want to work with in the Campaigns application. The Campaign Manager then uses campaign context, such as the brief, linked assets, customer journey data, and campaign time range.

For campaign-related conversations to work, the Campaign Manager agent needs to be enabled in AIRA agent configuration.

What campaigns help marketers organize

A campaign is a planning and evaluation space for a marketing initiative. For marketers and content editors, the main value is focus: everyone can see what the campaign aims to achieve, which content belongs to it, and how results will be measured.

Campaigns collect related work from across Xperience, such as:

Landing pages and product pages.
Content items used by campaign assets.
Emails such as form autoresponders or follow-up messages.
Forms for registrations or lead capture.
Automation processes that automate parts of the campaign.

Every campaign also has a customer journey. The journey models how contacts move toward the campaign goal. Stages might include visiting a landing page, submitting a form, clicking an email link, and reaching a confirmation page.

How campaign planning, assets, and journeys work together

Campaign work usually starts with a brief. The brief describes what you want to achieve, who you want to reach, which channels you plan to use, and how you will measure success. The brief also helps AIRA understand the campaign goal before evaluating results.

After the brief, connect the campaign’s assets. This might include a landing page with a form, a confirmation page, an autoresponder email, and a follow-up email.

The customer journey turns the goal into measurable stages. The campaign goal usually aligns with the KPI for the last journey stage. For example, if your goal is 200 conversions, the final journey stage can track contacts who reached the final conversion step of your campaign.

Start and end times help AIRA and the campaign report focus on the right time range. When times are set, the report reflects activity that happened during the campaign. If the start or end time is not set, the journey data does not have time boundaries in the given direction.

Campaign assets are not automatically published or unpublished according to the campaign’s start and end times. You need to publish or schedule publishing manually.

Campaign briefs give AIRA the context to evaluate results

A campaign brief is a short strategic summary. The brief helps your team agree on the goal, target audience, message, channels, KPIs, and responsibilities before the campaign starts.

You can write the campaign brief manually or use Campaign Manager in the AIRA chat panel to generate one through a guided conversation. To add or edit the brief on an existing campaign, open the Campaigns application, select a campaign, and edit the Campaign brief field on the General tab.

Your main campaign goal needs a numeric conversion target. The goal typically matches the KPI of the last customer journey stage.

A useful campaign brief covers these areas:

Goal and KPIs – main conversion goal, supporting KPIs, and how success will be measured.
Audience and market – target audience, characteristics, region, and language.
Offer and message – products or services to promote, key message, and value proposition.
Channels and assets – website pages, emails, forms, content items, and automation processes.
Team setup – collaborators and responsibilities.

What AIRA Campaign Manager can help you ask and answer

The Campaign Manager agent is available through the AIRA chat interface in the Campaigns application. It can evaluate a campaign by using the brief, journey, relevant contact groups, included assets, and campaign time range.

You can use Campaign Manager before, during, and after the campaign:

Use the AIRA chat panel in the Campaigns application and phrase requests as direct prompts, for example: “Generate a campaign brief”, “Is this campaign ready to launch?”, or “Evaluate this campaign.”

What you can ask	What Campaign Manager helps with
“Help me create a new campaign” or “Generate a campaign brief”	Guides you through campaign questions and generates a brief with proposed assets and journey stage ideas
“Is this campaign ready to launch?”	Checks asset readiness and reports which assets still need work before launch
“How did this campaign perform?” or “Evaluate this campaign”	Reads the campaign brief, compares journey stage data against the goal, and reports on performance by contact group
“Generate a final report for this campaign”	Generates a structured report with key findings, journey funnel statistics, contact group performance, and email statistics
“Compare my last two campaigns using saved reports”	Compares saved campaign reports to help your team learn from previous results

Prerequisite

To have campaign-related conversations with AIRA, the Campaign Manager agent must be enabled in your project configuration.

Campaign reports turn performance data into next actions

Campaign reports help you move from “what happened?” to “what should we do next?”. A report summarizes journey statistics, audience performance, goal status, and recommendations, giving you a complete record of what was measured and how.

Generate a report

Open the campaign in the Campaigns application, switch to the Report tab, and select Create report with AIRA. This sends a predefined prompt to the Campaign Manager agent, which generates the report in the AIRA chat panel.

To save the report, use the Copy formatted message button in the AIRA chat to copy the report, paste it into the campaign’s Report field, and select Save. The report can then be accessed or manually edited at any time.

Reports are generated by AI. Verify the data and conclusions before making decisions.

Read the report

The generated report includes the following sections:

Report metadata – campaign name, start and end times, and report generation date. Use this to confirm the report covers the correct time range.
Executive summary – a high-level overview of what the campaign ran, the key message, whether the goal was reached, the overall conversion rate, top converting contact groups, and the largest drop-off transition. This section also includes an interpretation guide explaining the relationship between email metrics and customer journey progression.
Customer journey description and results – stage-by-stage breakdown showing stage names, conditions, the number of unique contacts captured, and drop-off counts between adjacent stages. Also includes a measurement model disclosure (sequential qualification, no re-counts).
Highest drop-offs – the largest drop-off transitions ranked by volume, with a prompt to review friction points such as CTA clarity, form length, email relevance, and page performance.
Goal status – whether the campaign goal was reached, with achieved count vs. target (e.g., 8 / 100).
Contact group performance – top and worst performing contact groups by conversion rate. Compare groups to find which audience segments responded best. Note that contacts can belong to multiple groups, so counts may overlap.
Email performance appendix – sends, delivered, bounces, opens, clicks, unsubscribes, and spam reports for each email asset, along with which customer journey stage the email relates to. Email statistics are anonymous, asset-level aggregates and do not directly attribute conversions. See Understand email statistics for help interpreting these metrics.
Measurement model – explains how journey KPIs are counted (first qualification per stage, sequential progression) and clarifies that email metrics are not attributable to conversions.
Campaign assets addendum – a complete list of all campaign assets (emails, pages, forms) at report generation time, showing which assets are used in the customer journey and which stage references them.

Identify and act on drop-offs

For a completed campaign, start with the main goal. Compare the final journey stage against the target number of conversions, then review earlier stages to see where contacts dropped off.

Customer journey funnel showing a large drop-off at the newsletter sign-up stage

For example, your journey funnel might show that most contacts reach the homepage but very few complete the newsletter sign-up. A large drop-off like this signals that the sign-up form, its placement, or the incentive to subscribe needs attention. You can respond by:

Simplifying the sign-up form (fewer fields, clearer call to action).
Moving the form higher on the page or making it more visible.
Offering a stronger incentive (exclusive content, a discount, early access).
Testing a different message that better matches what brought the visitor to the page.

Use the email performance appendix as diagnostic context. If early drop-off is high, review email content and form engagement. If email clicks look healthy but the next journey stage lags, review form friction and message continuity.

General strategies for underperforming campaigns

If one contact group responds better than another, that can shape your follow-up messaging. Beyond addressing specific drop-offs, consider the following when a campaign underperforms:

To improve your campaign performance:

Compare journey statistics with the main campaign goal.
Review audience groups to see who responded best.
Check email delivery statistics when email assets are part of the campaign.
Read AIRA recommendations in the context of your campaign brief and business goal.
Use the campaign assets addendum to verify all expected assets were active during the campaign period.

Current campaign limits to plan around

Campaigns are currently a preview feature in Xperience. The feature is ready to explore, but its behavior may change.

Measurement and reporting

For accurate reporting, the campaign needs data that Xperience can track. Measurement depends on identified contacts, tracked activities, consent, and available customer journey stage conditions. Because of this, campaigns currently fit lead-generation and lead-nurturing scenarios best.

Multilingual campaigns

Multilingual campaigns also need careful planning. Some assets, such as pages or content items, can exist in different language versions. However, the system currently does not support multilingual campaigns – the remaining asset types cannot be translated to different languages.

Use the campaign brief to keep expectations realistic. If the main goal cannot be represented by available journey conditions, choose a different measurable goal or adjust the campaign structure before launch.

Where to manage Campaign Manager settings

Your team manages Campaign Manager availability in AIRA agent configuration.

Use the Campaigns application to manage campaign-level work, including:

Campaign brief updates.
Asset linking and readiness checks.
Customer journey setup and KPI tracking.
Report generation and report comparisons.

How to get the most out of Campaigns in Xperience

A strong campaign in Xperience starts with a clear brief, continues with relevant assets and measurable journey stages, and ends with a useful report. AIRA helps your team understand performance and improve the next campaign.

Before you run a campaign, check that you have:

A numeric goal that matches the final journey KPI.
A brief with audience, message, channels, KPIs, and responsibilities.
Linked campaign assets.
Customer journey stages for the actions you want to measure.
Start time and end time for the active campaign period.
A plan for reviewing the final report.

After the first campaign, use what you learned to refine the brief, adjust audience groups, improve email content, or compare reports side by side with Campaign Manager.

Next steps

To see how campaigns look in practice, open the Campaigns application in the Kbank sandbox environment. You can find several pre-built demo campaigns to explore:

Newsletter sign-up (Home page) – a completed lead-generation campaign focused on newsletter subscriptions from the homepage. Review its journey funnel and report to see how drop-off analysis works.
Newsletter sign-up (Landing page) – a similar campaign using a dedicated landing page. Compare it with the homepage variant to see how asset choice affects conversions.
Member profile product promotion – a longer-running campaign targeting existing members. Check how contact groups and email assets are connected to the journey stages.

Open any of these campaigns, review the brief, explore the linked assets and customer journey, and try generating a report with AIRA to practice the full workflow.