Implementation Guide:

Marketing Cloud
Salesforce, Winter ’25

Last updated: October 11, 2024

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names and marks. Other marks appearing herein may be trademarks of their respective owners.
CONTENTS

Marketing Cloud . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Manage Your Marketing App . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Helpful References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
MARKETING CLOUD

Marketing Cloud brings the power of the platform to your team’s marketing efforts. You can integrate
EDITIONS
multiple data sources with Data Cloud, build content with Experience Cloud, power complex
customer journeys with Flow Builder, and optimize with Einstein along the way. Available in: Salesforce
Enterprise and Unlimited
Editions with Marketing
Cloud Growth or Advanced
Edition

Dive into Marketing Cloud with videos.

• Welcome to Marketing Cloud
• Quick Tips Playlist: Editing Emails
• Quick Tips: Add Elements to a Campaign Flow
• Quick Tips: Replacing Segments in a Campaign Flow

Use Trailhead to build and test your skills.

• Email Marketing Use Cases for Marketing Cloud and Salesforce Starter

Say hello to the world of developer documentation.

• Marketing Cloud Developer Guide

1
Marketing Cloud Manage Your Marketing App

Drive successful outcomes with Salesforce resources.

• Marketing Setup Implementation Guide
• Setup Checklist

Marketing Cloud is a new offering from Salesforce. For information about other Marketing Cloud products, see these articles.
• Marketing Cloud Account Engagement (formerly Pardot)
• Marketing Cloud Engagement (formerly Marketing Cloud)
• Marketing Cloud Personalization (formerly Interaction Studio)
• Marketing Cloud Intelligence (formerly Datorama)

Manage Your Marketing App

Salesforce admins, Data Cloud admins, and marketing admins have a role to play in configuring and managing Marketing Cloud.
Before you get started, determine whether these admin roles roll up to a single user or if many people are involved.
Helpful References
Reference lists and tables are available to help you learn terminology, identify available options, troubleshoot issues, and other admin
tasks.

Manage Your Marketing App

Salesforce admins, Data Cloud admins, and marketing admins have a role to play in configuring
EDITIONS
and managing Marketing Cloud. Before you get started, determine whether these admin roles roll
up to a single user or if many people are involved. Salesforce Enterprise and
Unlimited Editions with
Getting Started with Marketing Cloud Setup Marketing Cloud Growth or
Setting up Marketing Cloud includes a few phases: Basic Settings, Channels, and Reporting and Advanced Edition
Optimization. The time it takes to complete depends on the features that you want to use.
Required and Optional Tasks
To begin sending messages, start by addressing any required setup tasks. Many other tasks in the Setup Assistant are optional, but
recommended to get the most out of the product.
Configure Your Marketing Data
One of the things that makes Marketing Cloud so powerful is its relationship to Data Cloud. To prepare your Salesforce org for
Marketing Cloud, install and deploy the data kits that include the data model objects (DMOs) that support marketing assets and
regulatory data. Then, use identity resolution rulesets to organize and unify your data.
Manage User Access
Add users and assign roles and permissions to make sure your team can access the necessary tools to complete their work in Marketing
Cloud.
Ensure Compliance with Consent Settings
Marketing Cloud can help you stay in compliance with regulatory bodies and provide your customers with their preferred experience.
These tools help you organize contact details, communication subscriptions, and preference forms.

2
Marketing Cloud Getting Started with Marketing Cloud Setup

Configure Required Email Settings

To send emails with Marketing Cloud, you must verify at least one sender email address, provide a physical address to include in
your email, and configure DKIM (DomainKeys Identified Mail) authentication. If you’re upgrading from Starter or Pro Suite, you must
also transfer email sending capabilities to Marketing Cloud.
Configure Reply Mail Management in Unified Messaging
Automatically reply to incoming email messages to a specific domain. Delete unwanted responses, and forward messages to a
specific inbox for later review.
Set Up SMS Messages in Marketing Cloud
When you have the SMS messaging add-on, you can create and send SMS messages from Marketing Cloud. Before you can start
sending, your business must request and register one or more codes. Short codes and long codes are the numbers associated with
incoming and outgoing messages. The registration process can take several weeks, so make sure to plan ahead.
Activity Tracking in Marketing Cloud
Track visitor activities and engagement across your marketing web pages. Use the data to create more targeted segments and inform
your marketing strategy. You can track activity on landing pages hosted by Marketing Cloud and on external websites.
Set Up Reports and Dashboards
Marketing analytics packages include pre-configured dashboards and folders with reporting data about your marketing efforts.
Score People Based on Engagement and Fit in Marketing Cloud
Score leads and contacts based on how engaged they are with your marketing efforts and how closely they resemble your ideal
customer. You can customize the default scoring rules and decide how engagement and fit scores factor into the overall marketing
score for a lead or contact. Use the engagement, fit, and overall marketing scores to build segments and create targeted content.
Set Up Personalization Features in Marketing Cloud
When you personalize marketing messages using merge fields or dynamic content, you can improve the customer experience and
increase engagement. Before you can start personalizing content, set up Einstein Personalization and configure a data graph based
on the Unified Individual object. A data graph is also necessary for personalizing flow decisions.
Enable AI Features in Marketing Cloud
Marketing Cloud includes features that use generative AI and predictive AI to save time and improve your KPIs. Choose which AI
features can help your business. These features aren’t dependent on each other, so you can enable them separately.
Page Customization in Marketing Cloud
To help marketers find related information on frequently used pages, add components to Lightning record pages. A Salesforce or
marketing admin can access the Lightning App Builder from the Setup menu on any record page or from the Object Manager.

Getting Started with Marketing Cloud Setup

Setting up Marketing Cloud includes a few phases: Basic Settings, Channels, and Reporting and
EDITIONS
Optimization. The time it takes to complete depends on the features that you want to use.
Salesforce Enterprise and
Unlimited Editions with
Prepare for Setup
Marketing Cloud Growth or
Before you start, make sure that you have the necessary roles and permissions. At minimum, you Advanced Edition
need a Salesforce admin and a Data Cloud admin. You can also choose to assign a marketing admin
and an Einstein Copilot admin if you want to use generative AI features.
Salesforce admin
A Salesforce admin has permissions to complete tasks in Salesforce Setup, which you can access by clicking on any page.

3
Marketing Cloud Getting Started with Marketing Cloud Setup

Data Cloud admin

A Data Cloud admin has permissions in Data Cloud Setup and on other data modeling objects. To add this critical infrastructure to
your org, a Marketing Cloud admin must install data kits and deploy data streams. Data Cloud admins also configure identity resolution
and people scoring rules.
Marketing admin
A marketing admin is any user with the Marketing Cloud Admin permission set. Users with this permission can configure most
settings on Salesforce Setup pages and publish and activate campaigns and segments.

Review Setup Tasks

To access Marketing Cloud Setup, click . From the Quick Find box, enter Marketing Cloud. Then, under Assisted Setup, select
Assistant Home.
For an overview of each setup phase, check out this video.

Watch a video

You can also download the Marketing Cloud Setup checklist to track your progress along the way.

Verify the Prerequisites

Estimated time: Up to 15 minutes
On the Basic Settings page, under Prerequisites, review the list of required tasks that we initiate when you purchase Marketing Cloud.
Confirm that each task completed successfully, then click Enable Marketing Cloud to start the automated process of connecting the
necessary content and privacy tools.
If you run into issues, here are some troubleshooting notes for each task.

Step Troubleshooting notes

Enable Data Cloud In the App Launcher, search for and select Data Cloud. Click
to access Data Cloud Setup and enable it. A Data Cloud admin is
required to complete this process.

Create a Salesforce CRM connector In Data Cloud Setup, open the Connectors page, and click New.
Select Salesforce CRM and follow the prompts. A Data Cloud admin
is required to complete this process.

Add a default email channel The default email channel in Salesforce CMS is where marketing
emails are stored. An admin can’t create this channel. Contact
Salesforce Customer Support for help.

Add data protection details to records From Setup, in the Quick Find box, enter Data Protection
and Privacy, and then select Data Protection and Privacy.
Select the option to make data privacy data protection details
available in records.

Other If the content management or privacy tools aren’t created, contact

Salesforce Customer Support.

4
Marketing Cloud Required and Optional Tasks

Continue Setup
Estimated time: Variable
After you complete the prerequisites, go to the Marketing Data tab to start the next set of required steps. Here, you install the data kits
that support marketing assets.
Other required tasks, such as adding users, installing analytics packages, and configuring DomainKeys Identified Mail (DKIM) authentication,
appear throughout the Setup pages. The time to complete these tasks depends on the number of users and your access to DKIM setup.
See Required Setup for Marketing Cloud.
Setup also includes recommended tasks to help you make the most of Marketing Cloud, like activating Einstein features or customizing
your domain. See Recommended Setup for Marketing Cloud.

Required and Optional Tasks

To begin sending messages, start by addressing any required setup tasks. Many other tasks in the
EDITIONS
Setup Assistant are optional, but recommended to get the most out of the product.
Salesforce Enterprise and
Unlimited Editions with
Required Tasks
Marketing Cloud Growth or
These tasks are required to start sending emails or SMS messages with Marketing Cloud. Advanced Edition

Task Required
Assign Data Cloud and marketing admin Required
permissions

Install marketing data kits Required

Deploy data streams Required

Create an Identity Resolution ruleset Required

Authenticate email sending domain with DKIM Required

Add or update physical address Required

Verify sender email addresses Required

Install analytics packages Required

Register your SMS brand and campaign Required (with SMS add-on)

Request SMS code Required (with SMS add-on)

Recommended and Optional Tasks

This group of tasks are optional. Some tasks are recommended for user access and experience.

Task Recommended or Optional

Invite users to your org and add Marketing Cloud admin or Recommended
Marketing Cloud Manager permissions

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Marketing Cloud Configure Your Marketing Data

Task Recommended or Optional

Define roles for content contributors Recommended

Manage subscriptions and consent records Recommended

Manage domains Recommended

Manage incoming mail Recommended

Add consent and engagement data to record pages Recommended

Add related lists to the campaign page layout Recommended

Set up a URL shortening domain Recommended for SMS

Review consent validation Optional

Activate Einstein Metrics Guard Optional

Activate Einstein Send Time Optimization Optional

Add tracking integrations for landing pages Optional

Set up web tracking Optional

Set up Opportunity Influence Optional

Customize people scoring rules Optional

Set up Einstein Personalization Optional

Configure basic personalization Optional

Set up Einstein generative AI features Optional

Configure Your Marketing Data

One of the things that makes Marketing Cloud so powerful is its relationship to Data Cloud. To
EDITIONS
prepare your Salesforce org for Marketing Cloud, install and deploy the data kits that include the
data model objects (DMOs) that support marketing assets and regulatory data. Then, use identity Available in: Salesforce
resolution rulesets to organize and unify your data. Enterprise and Unlimited
This table lists the data kits that you must install and deploy to get started. The Setup label is used Editions with Marketing
in Marketing Cloud setup, and the package names appear on the installation and data stream Cloud Growth or Advanced
deployment pages. Edition

For complete instructions Install and Deploy Data for Marketing Cloud on page 8.

Setup Label Package Name Details

Marketing Setup Objects Data Marketing Cloud Consent Objects Contains two data bundles,
Kit MarketingSetup_General and
SMSAddOn_General.
The SMS bundle is required only
when using the SMS add-on.

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Marketing Cloud Configure Your Marketing Data

Setup Label Package Name Details

Consent Objects Data Kit UnifiedMessagingConsent Contains ConsentAuditTrail and
MessagingConsent data streams.

Flows Integration Data Kit Salesforce Data Cloud - Flow Integration Contains the Flows data bundle
and two Flow Run data streams
that work with the Ingestion API.

Email Channel Data Kit MessagingEventsEmailEngagement Contains a

MessagingEventsEmail data
stream.

SMS Channel Data Kit MessagingEventsSms Contains a MessagingEventsSMS

data stream. This data kit is only
required when using the SMS
add-on.

Sales — Contains data streams for

accounts, leads, and contacts.
Access the installation page for
this data kit in Data Cloud Setup.

Install and Deploy Data Streams for Marketing Cloud

Data kits and packages contain the objects, fields, and data connections that make Marketing Cloud work. After you install the data
kits, most of the related data streams are automatically deployed. In some cases, you manually deploy the data streams in Data
Cloud.
Create an Identity Resolution Ruleset for Marketing Cloud
Identity resolution is a critical step to organizing and unifying your data. Usually, when your data originates from many systems, it’s
modeled and labeled differently in each place. Identity resolution rulesets define the relationships among data model objects (DMOs)
and their fields. After you configure these rules, Data Cloud can organize related and duplicate data into unified individual records
that marketers can use to target audiences.

7
Marketing Cloud Configure Your Marketing Data

Install and Deploy Data Streams for Marketing Cloud

Data kits and packages contain the objects, fields, and data connections that make Marketing Cloud
EDITIONS
work. After you install the data kits, most of the related data streams are automatically deployed.
In some cases, you manually deploy the data streams in Data Cloud. Available in: Salesforce
Enterprise and Unlimited
Install or Update Data Kits Editions with Marketing
Cloud Growth or Advanced
To begin the data configuration process, install the data kits and packages listed in the Basic Settings Edition
section of the Marketing Cloud setup assistant.
Data streams consume Data Cloud credits based on the amount of batch data being processed. USER PERMISSIONS
See Data Cloud Billable Usage Types.
1. Install the Marketing data kits. To install data kits and
packages:
a. From Setup, in the Quick Find box, enter Basic. Under Marketing Setup, click Basic • View Setup and
Settings. Configuration
b. Click Marketing Data. OR
c. In the Install Marketing Data Kits section, click Install or Update Salesforce Admin profile
If you're installing for the first time, the listed data kits are installed and their related CRM OR
and ingestion data streams are deployed. If you’re updating, the data kits with changes are Marketing Cloud Admin
reinstalled and only the related CRM data streams are deployed. If ingestion data streams permission set
are updated, you must manually redeploy them.
To deploy data streams:
• Data Cloud Admin
2. Install the Sales data kit.
permission set
a. From Setup, in the Quick Find box, enter Data Cloud.
b. Click Standard Connection.
c. Under Standard Data bundles, next to the Sales bundle, click , and select Install or Update.
d. Install the data kit for all users.

Next, manually deploy the data streams for the Sales data kit, along with any updated ingestion streams for the marketing data kits.

Manually Deploy the Required Data Streams

Installing the data kits added the objects and fields that store marketing data. Deploying data streams makes the data that you capture
available to your marketing tools and processes. We automatically deploy most of the required marketing data streams, but a Data Cloud
admin must manually deploy the data streams for Sales as well as future updates to the marketing ingestion data streams.
The data stream names and other field values are predefined by the package and can’t be changed.
1. From the App Launcher, find and select Data Cloud.
2. Deploy the CRM data bundle for Sales.
a. On the Data Streams tab, click New.
b. Select Salesforce CRM and click Next
c. Select the Salesforce org that you’re working with, and click Data Bundles.

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Marketing Cloud Configure Your Marketing Data

d. Select a data bundle and click Next.

e. Make sure that the default data space is selected.
f. Review the configuration for the Lead, Account, and Contact objects, click Next, and then click Deploy.

3. (Optional) If you’re updating your data kits, deploy the remaining data streams as needed. Repeat these steps for each updated
ingestion data stream in the MessagingEventsSMS, Salesforce Data Cloud - Flow Integration, MessagingEventsEmailEngagement,
and UnifiedMessagingConsent data kits.
a. On the Data Streams tab, click New.
b. Select Installed Data Kits and Packages and click Next.
c. Select the default data space.
d. On the Installed Packages tab, select one of the packages that you installed.
e. Select a data stream from the list and click Next.
Some data kits include more than one data stream. Select and deploy each data stream individually.

f. Review the fields that you’re adding, click Next, and click Deploy.

As you deploy data streams, they’re removed from the package list. When every Marketing Cloud package shows an empty list, you’re
done with this step.

9
Marketing Cloud Manage User Access

Create an Identity Resolution Ruleset for Marketing Cloud

Identity resolution is a critical step to organizing and unifying your data. Usually, when your data
EDITIONS
originates from many systems, it’s modeled and labeled differently in each place. Identity resolution
rulesets define the relationships among data model objects (DMOs) and their fields. After you Salesforce Enterprise and
configure these rules, Data Cloud can organize related and duplicate data into unified individual Unlimited Editions with
records that marketers can use to target audiences. Marketing Cloud Growth or
We recommend creating only one identity resolution ruleset for your Marketing Cloud data. You Advanced Edition
can create multiple reconciliation rules inside your ruleset.
1. In Marketing Cloud, on the Identity Resolutions tab, click New.
2. Select Create New Ruleset and click Next.
3. Select the default data space, and select Individual for the Primary Data Model Object.
4. Name the ruleset and save it.
5. On the identity resolution record, in the Match Rules section, click Configure.
6. Follow the prompts to create rules that determine when to unify related records.
7. Define which Unified Individual object to use for personalization.
a. From Setup, in the Quick Find box, enter Basic, and select Basic Settings.
b. On the Marketing Data tab, in the Create an Identity Resolution Ruleset section, select the Unified Individual object associated
with your ruleset.

You can do more with identity resolution, such as create defaults or troubleshoot warnings. For details about fuzzy matching and other
ruleset information, see Salesforce Help for Data Cloud.

Manage User Access

Add users and assign roles and permissions to make sure your team can access the necessary tools
EDITIONS
to complete their work in Marketing Cloud.
Available in: Salesforce
Assign Permission Sets for Marketing Cloud Enterprise and Unlimited
You can create users and assign permissions after setting up the data streams. To ensure that Editions with Marketing
users have access to the right objects and features, we recommend using the default Marketing Cloud Growth or Advanced
Edition
Cloud Admin or Marketing Cloud Manager permission sets.
Turn On the Privacy Preference Manager Tab for Users
Before a user can edit the default email preference page or access Preference Manager tools, turn on the Privacy Preference Manager
tab in Marketing Cloud. Edit the Standard User Profile to make the tab Default On.
Add Workspace Contributors to Marketing Cloud
When marketers create content in Marketing Cloud, they use Digital Experiences tools, which require a different set of permissions.
Choose a contributor role for each user who needs access to manage or create marketing content, such as emails and forms.
Add Site Contributors to Marketing Cloud
To let users preview landing pages in Marketing Cloud as authenticated users, add contributors to the Marketing Landing Pages site.
Assign the Viewer role to each contributor. Site contributors must also be site members.

10
Marketing Cloud Manage User Access

Assign Permission Sets for Marketing Cloud

You can create users and assign permissions after setting up the data streams. To ensure that users
EDITIONS
have access to the right objects and features, we recommend using the default Marketing Cloud
Admin or Marketing Cloud Manager permission sets. Salesforce Enterprise and
1. From Setup, in the Quick Find box, enter Users, and then select Users. Unlimited Editions with
Marketing Cloud Growth or
2. Select a user.
Advanced Edition
3. In the Permission Set Assignments related list, click Edit Assignments.
4. To assign a permission set, select it under Available Permission Sets, and then click Add. USER PERMISSIONS
5. To remove a permission set assignment, select it under Enabled Permission Sets, and then click
To assign permission sets:
Remove.
• Assign Permission Sets
6. Save the permission set assignment. system permission
OR
Marketing Cloud Admin
permission set

Turn On the Privacy Preference Manager Tab for Users

Before a user can edit the default email preference page or access Preference Manager tools, turn
EDITIONS
on the Privacy Preference Manager tab in Marketing Cloud. Edit the Standard User Profile to make
the tab Default On. Available in: Salesforce
1. From Setup, in the Quick Find box, enter Users, and then select Users. Enterprise and Unlimited
Editions with Marketing
2. Select Profiles, and then edit the Standard User profile.
Cloud Growth or Advanced
3. In the Tab Settings section, find the Privacy Preference Manager tab and select Default On. Edition
4. Save your work.
Repeat these steps for other user profiles as needed. USER PERMISSIONS

To edit the preference page:

• Modify All Data OR
Marketing Cloud Admin
permission set

11
Marketing Cloud Manage User Access

Add Workspace Contributors to Marketing Cloud

When marketers create content in Marketing Cloud, they use Digital Experiences tools, which require
EDITIONS
a different set of permissions. Choose a contributor role for each user who needs access to manage
or create marketing content, such as emails and forms. Salesforce Enterprise and
Three contributor roles are available. Unlimited Editions with
Marketing Cloud Growth or
Content Admin
Advanced Edition
Users who have this role can manage users and sharing settings, and can create and publish
all content in a CMS workspace.
Content Manager USER PERMISSIONS
Users who have this role can create and publish all content in a CMS workspace. To add contributors to a
Content Author workspace:
Users who have this role can view, edit, and create all content in a CMS workspace. • Content Admin role

1. In Marketing Cloud, go to the Content tab and open your workspace.

2. Click and select Contributors.
3. On the Contributors page, click Add Contributors.
4. Search for users or public groups.
5. Next to the users or public groups that you want to add, click +.
6. Click Next.
7. For each user or public group, assign a contributor role.
8. Click Finish.

Add Site Contributors to Marketing Cloud

To let users preview landing pages in Marketing Cloud as authenticated users, add contributors to
EDITIONS
the Marketing Landing Pages site. Assign the Viewer role to each contributor. Site contributors must
also be site members. Salesforce Enterprise and
When you add site contributors, you choose from a list of users who are site members. Before adding Unlimited Editions with
site contributors, see Add Members to Your Experience Cloud Site. Marketing Cloud Growth or
Advanced Edition
1. From Setup, in the Quick Find box, enter All Sites, and then select All Sites under Digital
Experiences.
2. Next to Marketing Landing Pages, select Workspaces from the Action column.
USER PERMISSIONS

3. Select the Administration workspace. To add contributors to a site:

• Salesforce Admin profile
4. To add contributors, select Contributors > Add Contributors.
OR
5. Next to the users that you want to add, click +, and then click Next.
Be a site member
6. For each user, assign the Viewer role.
AND
7. Click Finish.
View Setup and
Configuration
AND
Create and Set Up
Experiences

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Marketing Cloud Ensure Compliance with Consent Settings

Ensure Compliance with Consent Settings

Marketing Cloud can help you stay in compliance with regulatory bodies and provide your customers
EDITIONS
with their preferred experience. These tools help you organize contact details, communication
subscriptions, and preference forms. Available in: Salesforce
A default Marketing communication subscription is available. To organize consent records by Enterprise and Unlimited
channel or content types, create at least one communication subscription. Editions with Marketing
Cloud Growth or Advanced
If you manage consent in another platform, you can disable consent checks in Marketing Cloud,
Edition
but you must affirm responsibility for any compliance-related issues that arise.
1. Verify your physical address.
USER PERMISSIONS
This physical address is the primary address that’s used in other parts of Salesforce. If you edit
it, those changes appear in other locations. To manage settings in
Salesforce Setup:
a. From Setup, in the Quick Find box, enter Company, and then select Company
• View Setup and
Information.
Configuration
b. Review or edit the address field. OR
2. Set consent validation preferences. Salesforce Admin profile

a. From Setup, in the Quick Find box, enter Channels, and then select Channels under OR
Marketing Setup. Marketing Cloud Admin
permission set
b. On the Messaging Consent tab, review the consent checks for email and SMS.
To manage consent:
3. To use custom communication subscriptions for your marketing channels, see Create a • Marketing Cloud Admin
Communication Subscription on page 14.
OR
4. To create a consent import, see Import Consent Data on page 15.
Marketing Cloud
5. To customize the banner that asks page visitors for consent to track web activity, see Track Manager permission set
Engagement Activity for Landing Pages on page 22.
By default, the email preference page includes the default marketing communication subscription.
To add or remove subscriptions, see Edit the Email Preference Page on page 14.

Create a Communication Subscription in Marketing Cloud

Create a communication subscription for each category of marketing content that you send, such as product updates. For each
subscription that you create, add marketing channels, such as email and SMS. Subscribers must give consent to receive promotional
messages from each channel type.
Edit a Default Preference Page in Marketing Cloud
Marketing Cloud comes with default preference pages for email and SMS. Preference pages are visible to subscribers when they
click the Preference Manager link in a marketing message. The default marketing communication subscription is included on the
page, but you can add or remove subscriptions as needed. Preference pages are customized per recipient and aren't available online
via a URL.
Import Consent Data to Marketing Cloud
If you collect consent data outside of Marketing Cloud, import it as a CSV. Each import corresponds to a single marketing channel,
communication subscription, and consent status.
Formatting Marketing Consent Import Files
Before you import consent data into Marketing Cloud, ensure that your import file is saved as a CSV and that the columns and values
are formatted correctly.

13
Marketing Cloud Ensure Compliance with Consent Settings

Create a Communication Subscription in Marketing Cloud

Create a communication subscription for each category of marketing content that you send, such
EDITIONS
as product updates. For each subscription that you create, add marketing channels, such as email
and SMS. Subscribers must give consent to receive promotional messages from each channel type. Available in: Salesforce
1. From the Consent page, select Preference Pages and Subscriptions, and then click New Enterprise and Unlimited
Subscription. Editions with Marketing
Cloud Growth or Advanced
2. Enter a name for the subscription, such as Product Updates.
Edition, and in
3. Select at least one channel. Starter and Pro
4. If you selected SMS as a channel, select at least one sender code. Suite Editions. Your edition
determines the options that
5. Save your work. you have.
After you save, you can import consent data to the communication subscription and send messages
to subscribers. You can also add email subscriptions to the email preference page. USER PERMISSIONS

To create communication
subscriptions:
• Marketing Cloud
Manager
OR
Marketing Cloud Admin
permission set

Edit a Default Preference Page in Marketing Cloud

Marketing Cloud comes with default preference pages for email and SMS. Preference pages are
EDITIONS
visible to subscribers when they click the Preference Manager link in a marketing message. The
default marketing communication subscription is included on the page, but you can add or remove Available in: Salesforce
subscriptions as needed. Preference pages are customized per recipient and aren't available online Enterprise and Unlimited
via a URL. Editions with Marketing
You can create a custom preference page in Preference Manager. First, create a consent template Cloud Growth or Advanced
with Data Cloud. Then, use the template to create a preference form. The Preference Manager Edition
merge field doesn’t work with custom preference pages.
When you save changes to a preference page, the page is immediately published and visible to USER PERMISSIONS
your subscribers.
To edit the preference page:
1. From the Consent page, select Preference Pages and Subscriptions. • Marketing Cloud
2. For the email or SMS preference page, click Edit Form. Manager

3. Select a communication subscription and use the arrows to move that subscription on or off OR
the preference page. Marketing Cloud Admin
permission set

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Marketing Cloud Ensure Compliance with Consent Settings

4. Review your changes and then save your work.

After you save, the changes are published to your preference page and subscribers can view the updated page when they click the
Preference Manager link in a message. To review a live preference page, click View Page.

Import Consent Data to Marketing Cloud

If you collect consent data outside of Marketing Cloud, import it as a CSV. Each import corresponds
EDITIONS
to a single marketing channel, communication subscription, and consent status.
Before you import consent data, make sure the contact points exist in Marketing Cloud. A consent Available in: Salesforce
import can update consent information for existing contact points, but it can’t create new leads or Enterprise and Unlimited
contacts or update other fields. Editions with Marketing
Cloud Growth or Advanced
1. From the Consent page, select Consent Imports, and then click Import.
Edition, and in
2. Select a channel and a communication subscription. Starter and Pro
3. Select a consent status to apply to all of the items in your import, and then click Next. Suite Editions. Your edition
determines the options that
4. Upload your CSV, and then click Next. you have.
5. On the preview step, review the sample fields from your file.
6. To complete your import, click Import. USER PERMISSIONS
Example: Lyn wants to import a list of consent data for the communication subscription To create a consent import:
Product Updates. She has data for both SMS and email. To import all of her consent data, Lyn • Marketing Cloud Admin
creates four import files: OR
• One for people who opted into emails Marketing Cloud
• One for people who opted out of emails Manager permission set
• One for people who opted into SMS messages
• One for people who opted out of SMS messages

After an import is complete, we send a notification email to the user who imported the file. It can still take some additional time to sync
updated consent statuses to Data Cloud.

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Marketing Cloud Ensure Compliance with Consent Settings

Formatting Marketing Consent Import Files

Before you import consent data into Marketing Cloud, ensure that your import file is saved as a CSV
EDITIONS
and that the columns and values are formatted correctly.
Available in: Salesforce
General Guidelines Enterprise and Unlimited
Editions with Marketing
Each file you import corresponds to one communication subscription, one channel, and one consent Cloud Growth or Advanced
status. For example, complete one import for people who opted into your weekly email newsletter Edition, and in
subscription and another import for people who opted out of that subscription. Starter and Pro
To update the consent status for existing leads and contacts, import consent data from the Consent Suite Editions. Your edition
tab. determines the options that
you have.
To create new leads and contacts and include consent data, import from the Leads or Contacts tab
and use the consent values OptIn and OptOut.
Review these other considerations before you import consent data.
• Each import file must include a contact point value and the date of consent. A contact point value is either an email address or a
phone number.
• Consent is tied to the contact point. A contact point is associated with a Unified Individual based on the identity resolution ruleset
in your org.
• Consent imports update the status and date of consent for each contact point in the import file. To create or update leads or contacts,
import from the Leads or Contacts tab.

Formatting the Date of Consent

When you import consent data, the system maps the data in your import file to the correct DMOs and converts timestamps based on
time zone. To ensure that the system maps the date that you captured consent correctly, you must format each date entry as one of
these supported DateTime datatypes.
• yyyy-MM-dd HH:mm:ss.SSSZ
• MM/dd/yyyy HH:mm:ss
• MM/DD/YYYY
• yyyy-MM-dd
• M/DD/YYYY
This table breaks down the format for DateTime datatypes.

Letter Code Date or Time Component Example

yyyy-MM-dd Date in year-month-day format 2023-05-01

HH:mm:ss:SSS Timestamp in 14:30:00:000

hour-minute-second-millisecond and
format based on a 24-hour clock

Z Represents UTC offset timezone where Z Z OR -800

defaults to -800

16
Marketing Cloud Configure Required Email Settings

Email File Guidelines

When formatting a CSV to import email consent data, keep these guidelines in mind.
• The file must include a column for email addresses and a separate column for recording the date of consent.
• Each email must be a valid and complete email address. For example,
lyn@ursasolar.com

.
• Emails can’t include special characters.

SMS File Guidelines

When formatting a CSV to import consent data for SMS messages, keep these guidelines in mind.
• The file must include a column for phone numbers and a separate column for recording the date of consent.
• For each entry, you must include a country code and the complete phone number. Phone numbers are validated based on ITU E.164
standards. For example, a United States phone number with the country code looks like this:
+1-555-555-5555

• Spaces, dashes, underscores, and parentheses are automatically removed from phone numbers.
• Phone numbers can’t include letters or special characters.

Configure Required Email Settings

To send emails with Marketing Cloud, you must verify at least one sender email address, provide a
EDITIONS
physical address to include in your email, and configure DKIM (DomainKeys Identified Mail)
authentication. If you’re upgrading from Starter or Pro Suite, you must also transfer email sending Available in: Salesforce
capabilities to Marketing Cloud. Enterprise and Unlimited
Editions with Marketing
Note: We recommend using a subdomain of your root domain for marketing sends. This
Cloud Growth or Advanced
best practice improves the deliverability of your sends and protects the reputation of your
Edition
domain. Make sure that your subdomain has an inbox available to receive the authentication
verification email for the subdomain.
1. Verify an email address for the From field. USER PERMISSIONS
Verified sender email addresses are listed in the From field selector of an email campaign. To modify organization-wide
Marketers can select the email address that they want to use for each email that they create. addresses:
a. From Setup, in the Quick Find box, enter Address, and then select Organization-Wide • Modify All Data
Addresses. OR

b. Click Add. Marketing Cloud Admin

permission set
c. Enter the email address and display name to use for email messages.
d. To let marketers select the email address when creating emails, select the User Selection
purpose.
e. Add the System Administrator and Standard User profiles.
f. To further control who can select the email address when creating emails, add permission sets.

2. Add or update the physical address inserted by the Physical Address merge tag.

17
Marketing Cloud Configure Required Email Settings

To maintain regulatory compliance, all marketing and transactional emails must include a physical address.
a. From Setup, in the Quick Find box, enter Company, and then select Company Information.
b. In the Organization Detail section, review or edit the Address details.
c. Save your changes.

3. Work with your IT administrator to configure DKIM settings that add a recognized digital signature to your emails and can improve
your deliverability.

Note: If you’re upgrading from Starter or Pro Suite, the email authenticated domains page guides you through the process
of transferring your sending activities to Marketing Cloud. Before you complete the transfer, pause your active campaigns.
After you complete the transfer, resume the paused campaigns that you want to continue.

Authenticate a Domain for Unified Messaging

Use an authenticated domain to efficiently verify all your From addresses. Before you can send email messages using Unified
Messaging, authenticate your sending domain. To authenticate, make sure that you have access to the relevant DNS information.
Work with your internal IT team to implement the necessary DNS configuration.

Authenticate a Domain for Unified Messaging

Use an authenticated domain to efficiently verify all your From addresses. Before you can
EDITIONS
send email messages using Unified Messaging, authenticate your sending domain. To
authenticate, make sure that you have access to the relevant DNS information. Work with Available in: Lightning Experience
your internal IT team to implement the necessary DNS configuration.
Unified Messaging for WhatsApp
Allow the DNS information to propagate before you activate your authenticated domain.
is available
Propagation can take anywhere from 24 to 48 hours to complete.
in Enterprise and Unlimited Editions
1. In Setup, in the Quick Find box, enter Authenticated Domains, and then select for Marketing Cloud Engagement
Email Authenticated Domains. and Service Cloud Digital
Engagement
2. Click Create New.
3. Enter the domain that you want to use, and click Save. Unified Messaging for Email and
SMS is available
4. Click the dropdown menu next to the domain that you added and select Show Details. in Enterprise and Unlimited Editions
5. For your external DNS service, enter the CNAME records provided in Setup and save for Marketing Cloud Growth
your changes. Not supported in Government
6. In Setup, turn on your domain. Cloud Plus
After the process is complete, your domain status is Active and is ready for use.

18
Marketing Cloud Configure Reply Mail Management in Unified Messaging

Configure Reply Mail Management in Unified Messaging

Automatically reply to incoming email messages to a specific domain. Delete unwanted
EDITIONS
responses, and forward messages to a specific inbox for later review.
You can only use an authenticated domain on page 18 for reply mail management. Available in: Lightning Experience
1. In Setup, in the Quick Find box, enter Reply Mail Management, and then select Unified Messaging for WhatsApp
Reply Mail Management. is available
2. Select the authenticated domain to use for reply mail management. in Enterprise and Unlimited Editions
for Marketing Cloud Engagement
3. Choose whether to delete automatic replies and out-of-office messages automatically. and Service Cloud Digital
4. Choose whether to forward other responses to a specific inbox, then choose the email Engagement
address to receive the messages. Unified Messaging for Email and
If you don’t specify an email address, incoming messages are logged and deleted. SMS is available
in Enterprise and Unlimited Editions
5. Save your changes.
for Marketing Cloud Growth
After you enable this feature, any manual replies that include these terms in the initial 200
Not supported in Government
characters of the email body automatically unsubscribe the email address that sent the
Cloud Plus
reply.
• unsub
• unsubscribe
• opt-out
• remove
• leave

Set Up SMS Messages in Marketing Cloud

When you have the SMS messaging add-on, you can create and send SMS messages from Marketing
EDITIONS
Cloud. Before you can start sending, your business must request and register one or more codes.
Short codes and long codes are the numbers associated with incoming and outgoing messages. Salesforce Enterprise and
The registration process can take several weeks, so make sure to plan ahead. Unlimited Editions with
These requests include all the information you need to create the necessary opt-in, opt-out, and Marketing Cloud Growth or
help keywords and meet legal requirements. Advanced Edition and the
Salesforce Message Credits
- SMS add-on
Long Codes
To set up an SMS channel requires requesting the code to send your SMS messages, including any
brands or campaigns used as part of your sends. You can request a 10-digit long code in the United States.
10-digit long codes require an associated brand and campaign in order to send messages. You can’t port an existing 10-digit long code.
To use a 10-digit long code in the United States, complete three requests.
• Brand Request
• Campaign Request
• Code Request

19
Marketing Cloud Activity Tracking in Marketing Cloud

Short Codes
It’s possible to request a new US or Canadian short code or port an existing short code into your account. US and Canadian short codes
don’t require associated brands or campaigns.
You can register short codes with a Salesforce Services agreement or a Mobile Approved Partner.

Activity Tracking in Marketing Cloud

Track visitor activities and engagement across your marketing web pages. Use the data to create more targeted segments and inform
your marketing strategy. You can track activity on landing pages hosted by Marketing Cloud and on external websites.

Considerations for Activity Tracking

When working with Marketing Cloud activity tracking, keep these considerations in mind.
Tracking Cookies in Marketing Cloud
Marketing Cloud uses cookies to identify page visitors and track their activities. When setting a tracking cookie, a unique identifier
is stored for each page visitor, but Salesforce doesn’t store personally identifying information. Cookies are set on the root domain,
such as www.salesforce.com.
Track Activity on Landing Pages
Track visitor activities on your Marketing Cloud landing pages. To protect the privacy of your landing page visitors, use the default
consent banner to collect consent to track. You’re responsible for complying with privacy laws and regulations applicable to your
business.
Track Activity on External Sites
Track visitor activities on web pages hosted outside of Marketing Cloud, such as your company website. To protect the privacy of
your site visitors, use the default consent banner to collect consent to track. You’re responsible for complying with privacy laws and
regulations applicable to your business.

Considerations for Activity Tracking

When working with Marketing Cloud activity tracking, keep these considerations in mind.
EDITIONS
• You’re responsible for complying with privacy laws and regulations applicable to your business.
To protect the privacy of site visitors, use the default consent banner on landing pages and Available in: Salesforce
external sites, but you can choose not to collect consent to track. Enterprise and Unlimited
Editions with Marketing
• Landing pages are served using the Digital Experiences Sites framework. The default Marketing
Cloud Growth or Advanced
Landing Pages site operates behind the scenes. Don’t add content to it.
Edition
• For landing pages, tracked metrics include: page views, form submissions, link clicks, and button
clicks.
• For external sites, tracked metrics include: page views, link clicks, and button clicks. Form submissions aren't tracked on external
sites.
• If consent to track is required, each visitor’s first page view isn't recorded because it occurs before they provide consent.
• To track activity on a landing page, add the Data Cloud integration to the default Marketing Landing Pages site. If you’re using the
default consent banner for web tracking, also add the Data Cloud Web Tracking Consent Banner integration.
• When you set up tracking to collect consent, the default consent banner is used for both Marketing Cloud landing pages and external
websites.
• To track activity on a landing page that uses a custom domain, add a custom URL for that domain in Setup and define the path as
/lp.

20
Marketing Cloud Activity Tracking in Marketing Cloud

• For external sites, click tracking is supported for standard HTML event handlers. If your site prevents or modifies default event
processing, link and button clicks can't be tracked and written to Data Cloud. If you notice issues with click tracking on your external
site, contact to your web developer.

Tracking Cookies in Marketing Cloud

Marketing Cloud uses cookies to identify page visitors and track their activities. When setting a
EDITIONS
tracking cookie, a unique identifier is stored for each page visitor, but Salesforce doesn’t store
personally identifying information. Cookies are set on the root domain, such as www.salesforce.com. Available in: Salesforce
Enterprise and Unlimited
Cookie Name Duration Classification Details Editions with Marketing
Cloud Growth or Advanced
guest_uuid_essential_<15-char 365 days Not required This cookie is no longer
Edition
SiteID> used, but is set when
someone visits a
landing page or
tracked site.

_sfid_${domainHash} 730 days Not required When someone visits

a landing page, the
_sfid_${domainHash}
cookie is set and
creates a unique ID for
that visitor.

sfmc_consent 365 days Required The sfmc_consent

cookie is set when a
visitor opts in or out of
tracking from the
consent banner. If a
visitor opts in, the
value is set to True, and
the visitor is tracked. If
the visitor opts out or
ignores the consent
banner, the value is set
to False, and the visitor
isn’t tracked.

Track Activity on Landing Pages

Track visitor activities on your Marketing Cloud landing pages. To protect the privacy of your landing page visitors, use the default consent
banner to collect consent to track. You’re responsible for complying with privacy laws and regulations applicable to your business.

Track Landing Page Activity with a Consent Banner

To protect the privacy of your landing page visitors, use the default web banner to collect consent for tracking. You can customize
the web banner style in Setup, or use the default styles. Then, publish the banner to your Marketing Landing Pages site in Digital
Experiences.

21
Marketing Cloud Activity Tracking in Marketing Cloud

Track Activity Without a Consent Banner

To protect the privacy of your landing page visitors, use the default web banner to collect consent for tracking. If needed, you can
track activity without collecting consent by publishing a code snippet to your landing pages. You’re responsible for complying with
privacy laws and regulations applicable to your business.

Track Landing Page Activity with a Consent Banner

To protect the privacy of your landing page visitors, use the default web banner to collect consent
EDITIONS
for tracking. You can customize the web banner style in Setup, or use the default styles. Then,
publish the banner to your Marketing Landing Pages site in Digital Experiences. Available in: Salesforce
To track activity on a landing page that uses a custom domain, add a custom URL for that domain Enterprise and Unlimited
in Setup and define the path as /lp. Editions with Marketing
Cloud Growth or Advanced
1. From Setup, in the Quick Find box, enter Web Tracking, and then select Web Tracking
Edition
Setup.
2. To customize the banner, edit the default text and enter a link to your company privacy policy.
USER PERMISSIONS
Use the style fields to customize the banner’s position, fonts, and colors.
3. Add the banner integration to your landing pages. To customize the tracking
consent banner:
a. From Setup, in the Quick Find box, enter All Sites, and select All Sites under Digital
• Modify All Data OR
Experiences. Marketing Cloud Admin
b. Next to Marketing Landing Pages, select Builder. permission set
Landing pages in Marketing Cloud use the Sites framework. This site operates behind the
scenes. Don’t add content to it.

c. Click Settings and select Integrations.

d. On the Data Cloud integration, click Add to Site, and enable it.
e. On the Data Cloud Web Tracking Consent Banner integration, click Add to Site, and enable it.
f. To apply the banner and styles to your landing pages, click Publish.

After publishing, if you change the banner text or style settings, publish the banner again in Digital Experiences. To test the banner on
a real page, create and view a landing page in a web browser.

22
Marketing Cloud Activity Tracking in Marketing Cloud

Track Activity Without a Consent Banner

To protect the privacy of your landing page visitors, use the default web banner to collect consent
EDITIONS
for tracking. If needed, you can track activity without collecting consent by publishing a code snippet
to your landing pages. You’re responsible for complying with privacy laws and regulations applicable Available in: Salesforce
to your business. Enterprise and Unlimited
1. From Setup, in the Quick Find box, enter All Sites, and then select All Sites under Digital Editions with Marketing
Experiences. Cloud Growth or Advanced
Edition
2. Next to Marketing Landing Pages, select Builder from the Action column.
3. Set the Experience Builder security level to Relaxed CSP.
USER PERMISSIONS
a. Click Settings, and then select Security & Privacy.
To customize the tracking
b. Click the Security Level dropdown menu and select Relaxed CSP: Permit Access to Inline
consent banner:
Scripts and Allowed Hosts.
• Modify All Data OR
Marketing Cloud Admin
4. Click Settings, and then select Integrations.
permission set
5. Find the Data Cloud integration, click Add to Site, and enable it.
Don’t install the Web Tracking Consent Banner for Data Cloud integration.

6. Click Settings, and then click Advanced.

7. Click Edit Head Markup. Copy this code and paste it into the Head Markup code block:
<script>
document.dispatchEvent(
new CustomEvent('experience_interaction', {
bubbles: true,
composed: true,
detail: {
name: 'set-consent',
value: true,
},
})
);
</script>

8. Save your work.

9. To begin tracking activity, click Publish.
To verify that the tracking connector and the data streams are set up, go to Data Cloud and review the Website Engagement object in
Data Explorer. It can take up to 15 minutes for activity data to appear.

23
Marketing Cloud Activity Tracking in Marketing Cloud

Track Activity on External Sites

Track visitor activities on web pages hosted outside of Marketing Cloud, such as your company
EDITIONS
website. To protect the privacy of your site visitors, use the default consent banner to collect consent
to track. You’re responsible for complying with privacy laws and regulations applicable to your Available in: Salesforce
business. Enterprise and Unlimited
1. From Setup, in the Quick Find box, enter Web Tracking, and then select Web Tracking Editions with Marketing
Setup. Cloud Growth or Advanced
Edition
2. (Optional) To track with consent, customize the consent banner.
a. Keep or change the default banner text, and enter a link to your company privacy policy.
USER PERMISSIONS
b. Customize the banner’s position, fonts, and colors.
To customize the tracking
c. Save your work.
consent banner:
3. In the Track on External Sites section, click Install, and then use the Admins Only option to • Modify All Data OR
Marketing Cloud Admin
install the External Tracking data kit.
permission set
4. Create your website connector, and deploy data streams.
a. From the App Launcher, find and select Data Cloud.
b. Select Data Streams, and then click New.
c. In the Other Sources section, click Installed Data Kits & Packages.
d. On the Data Kits tab, click External Tracking, select all bundles, and click Next.
e. Click New Connector and enter a name for your connector, such as My Company Website. For the Connector Type, select
Website.
f. Save your work, and then click Next.
g. Review your data stream fields, click Next, and then click Deploy.

5. From Setup, in the Quick Find box, enter Web Tracking, and then select Web Tracking Setup.
6. In the Track on External Sites section, copy the sitemap code. To track without collecting consent, from the Consent Option dropdown
menu, select Track without Consent.
7. Add the external tracking code to the site map.
a. From Data Cloud Setup, in the Quick Find box, enter Websites & Mobile Apps, and then select Websites & Mobile
Apps.
b. Select the website connector that you created.
c. In the Sitemap section, click Upload Sitemap, paste in the sitemap code, and save your work.

8. In the Integration Guide section, copy the Content Delivery Network Script. Work with your developer to add the script to the source
code for your website.
To verify that the tracking is set up correctly, review your website connector in Data Cloud Setup and confirm that the status is In Use.

24
Marketing Cloud Set Up Reports and Dashboards

Set Up Reports and Dashboards

Marketing analytics packages include pre-configured dashboards and folders with reporting data
EDITIONS
about your marketing efforts.
This table lists the main analytics packages that you install to access reporting tools. The Setup label Available in: Salesforce
is used in Marketing Cloud setup, and the package names appear on the installation and data stream Enterprise and Unlimited
deployment pages. Editions with Marketing
Cloud Growth or Advanced
Setup Label Package Name Details Edition

Marketing UMA Analytics This package contains

Engagement Analytics these Analytics folders
for dashboards and
reports:
• Email Engagement
Dashboard
• Email Engagement
Reports
You can add users to
each folder on the
Analytics tab.

Flow Reports Analytics Salesforce Data Cloud - Flow Reports This package contains
these Analytics folders
for dashboards and
reports:
• Flow Reports
You can add users to
each folder on the
Analytics tab.

SMS Analytics UMA Analytics (SMS) This package contains

these Analytics folders
for dashboards and
reports:
• SMS UMA
Dashboards
• UMA SMS Reports
This package is
available only when
using the SMS add-on.

Landing Pages and Marketing Analytics - Landing Pages and Forms This package contains
Forms Analytics these Analytics folders
for dashboards and
reports:

25
Marketing Cloud Set Up Reports and Dashboards

Setup Label Package Name Details

• Forms Engagement
Dashboards
• Forms Engagement Reports
• Landing Page Engagement
Dashboards
• Landing Page Engagement
Reports
Before you install this package,
add Data Cloud integrations to
the default Marketing Landing
Pages site.

Install and Connect Analytics Objects

Install the analytics packages and add users to analytics folders. Then, head to Digital Experiences to finalize the data connection.
Customize the Analytics Page
To help users find and interact with Marketing Cloud reports and dashboards, create collections and filters.

26
Marketing Cloud Set Up Reports and Dashboards

Install and Connect Analytics Objects

Install the analytics packages and add users to analytics folders. Then, head to Digital Experiences
EDITIONS
to finalize the data connection.
Before you install the analytics packages, make sure to install and deploy the required marketing Available in: Salesforce
data kits on page 8. Enterprise and Unlimited
Editions with Marketing
1. From Setup, in the Quick Find box, enter Reporting. Under Marketing Setup, click Reporting
Cloud Growth or Advanced
and Optimization.
Edition
2. Click Analytics.
3. From the Analytics Packages section, install the Marketing Engagement Analytics package for USER PERMISSIONS
all users.
To install data kits and
4. (Optional) If you’re using the SMS add-on, repeat these steps for the SMS Analytics package.
packages:
5. (Optional) Configure tracking and analytics for the default Marketing Landing Pages site. • View Setup and
Configuration
a. From Setup, in the Quick Find box, enter All Sites. Under Digital Experiences, click
All Sites. OR

b. Next to Marketing Landing Pages, select Builder. Salesforce Admin profile

Landing pages in Marketing Cloud are served using the Sites framework. This site operates OR
behind the scenes—don’t add content to it. Marketing Cloud Admin
permission set
c. Click Settings and select Integrations.
To deploy data streams:
• Data Cloud Admin
permission set
To add Digital Experiences
integrations:
• Content Admin role
To customize the Analytics
tab:
• Marketing Cloud Admin
permission set
OR
d. On the Data Cloud tile, click Add to Site. Marketing Cloud
e. (Optional) To collect engagement metrics and consent for tracking on landing pages, add Manager permission set
the Data Cloud Web Tracking Consent Banner integration. Then, in the site toolbar, click
Publish.
If you don’t need to track consent, skip this step and see Activity Tracking for Landing Pages on page 20.

f. From Setup, go to Reporting and Optimization > Campaign Analytics and install the Landing Pages and Forms Analytics
package for all users.

6. From the Marketing Cloud app, make folders available to users.

a. On the Analytics tab, click Browse (1), and select Folders (2).

27
Marketing Cloud Set Up Reports and Dashboards

b. For each report or dashboard folder, click and select Share.

c. For Entire Organization, set the access to Viewer.
d. To add other users or groups, such as Editors or Managers, search for them in the Name field, and then apply the correct role.
e. Save the changes.

To avoid data processing issues, preserve field visibility for the Data Cloud Salesforce Connector permission set. Visibility can change
when you delete a field, change the permissions on a field, or change the API name for a custom field.

Customize the Analytics Page

To help users find and interact with Marketing Cloud reports and dashboards, create collections
EDITIONS
and filters.
1. To simplify how users find reports and dashboards, create a collection on the Analytics tab. Available in: Salesforce
Enterprise and Unlimited
a. In Marketing Cloud, open the Analytics tab.
Editions with Marketing
b. In the Collections widget, click +, and give the collection a name. Cloud Growth or Advanced
c. Search and select the reports and dashboards to include in the collection. Edition

2. To further customize the dashboards, add filters.

USER PERMISSIONS
a. From the Analytics tab, open a dashboard, and then click + Filter in the toolbar.
To customize the Analytics
b. Select a field to filter, and give the filter a name.
tab:
c. Add filter values as needed. When you finish, click Apply. • Marketing Cloud Admin
permission set
d. To save the filter, click Add, and then save the dashboard.
OR
Marketing Cloud
Manager permission set

28
Marketing Cloud Score People Based on Engagement and Fit in Marketing
Cloud

Score People Based on Engagement and Fit in Marketing Cloud

Score leads and contacts based on how engaged they are with your marketing efforts and how
EDITIONS
closely they resemble your ideal customer. You can customize the default scoring rules and decide
how engagement and fit scores factor into the overall marketing score for a lead or contact. Use Available in: Salesforce
the engagement, fit, and overall marketing scores to build segments and create targeted content. Enterprise and Unlimited
For an overview of scoring in Marketing Cloud, check out this video. Editions with Marketing
Cloud Growth or Advanced
Watch a video Edition

Add a Scoring Component to a Record Page

An admin can add the Data Cloud Profile Insights component to lead and contact record pages in the Lightning App Builder. Add the
component for each score that you want to display: Overall Marketing Score, Marketing Engagement Score, and Marketing Fit Score.
See Page Customization in Marketing Cloud.

Share Scores with Your Sales Team

After you make scoring components available, let your sales team know. Sales teams can use lead scores to help decide which leads are
the most likely to convert and which have the highest potential value.

Use Scores to Create a Segment

Target audiences more precisely by including scores in your marketing segments. For example, create a segment of people you know
are likely to engage with your content, and target them with specific content. You can also use scores to target people who aren’t
engaged but are a good fit for your business. Send them content to encourage engagement, such as a promo code or special event
invite. See Target Audience with Marketing Cloud.

Considerations for People Scoring in Marketing Cloud

When working with scoring in Marketing Cloud, keep these considerations in mind.
Configure Scoring Rules in Marketing Cloud
To begin scoring leads and contacts, select a unified individual object to score on. Then, customize scoring rules for engagement
and fit. You can use the default scoring rules or edit them. You can also add or delete rules, and create complex rules with multiple
conditions.

Considerations for People Scoring in Marketing Cloud

When working with scoring in Marketing Cloud, keep these considerations in mind.
EDITIONS
• Before you publish scoring rules for the first time, you can edit the rules and save them as drafts.
After you publish your rules for the first time, you must publish them again to save any further Available in: Salesforce
changes. Enterprise and Unlimited
Editions with Marketing
• After you publish scoring rules, records are scored retroactively on any relevant data stored in
Cloud Growth or Advanced
Data Cloud.
Edition
• If you change the scoring object, it can take some time to process your scoring rules and apply
them to records related to the new object.

29
Marketing Cloud Score People Based on Engagement and Fit in Marketing
Cloud

• When you customize or add a rule, enter attribute values exactly and use the correct capitalization style. For example, to specify an
unsubscribe from an email, you must enter “UNSUBSCRIBE”.
• To make sure attribute values are exact, enable value suggestions for Text data type fields. See Edit Data Model Object Properties.
• Many attribute values are unique to your org or are variable depending on the lead or contact. For example, SMS short codes or a
person’s email address. To determine the correct values for those types of attributes, review your data model objects in Data Explorer.
• You can have up to 30 engagement rules and 30 fit rules.
• You can have up to 10 conditions per rule. Each condition that is nested in a condition group counts toward this limit.
• Each person’s engagement and fit scores are a simple sum of points. However, the overall marketing score is normalized to provide
a number from 0 to 100.

Configure Scoring Rules in Marketing Cloud

To begin scoring leads and contacts, select a unified individual object to score on. Then, customize
EDITIONS
scoring rules for engagement and fit. You can use the default scoring rules or edit them. You can
also add or delete rules, and create complex rules with multiple conditions. Available in: Salesforce
Enterprise and Unlimited
Set Up Scoring Editions with Marketing
Cloud Growth or Advanced
1. From Setup, in the Quick Find box, enter Scoring, and select Scoring Rules. Edition
2. In the Unified Individual Object section, click Select Object, select an object to score on, and
save your work. USER PERMISSIONS
Leads and contacts receive scores based on their unified profiles.
To manage and publish
3. In the Overall Score section, decide how to weigh engagement and fit to create an aggregate scoring rules:
marketing score for each person. • Configure Marketing
Cloud Scoring Rules
Next, review the default scoring rules. You can edit the default rules, or create your own engagement
and fit rules. AND
One of these permission
sets:
Create a Scoring Rule
• Data Cloud Admin
When you create a rule, each attribute represents a record field and the value is the data you're • Data Cloud for
interested in. For example, Engagement Channel Action is an attribute, and CLICK is a value. Marketing Admin
1. From the Scoring Rules page, create an engagement or fit rule. • Data Cloud Aware
Specialist
2. Use the Match dropdown menu to select the logic for your rule.
You can apply the rule based on any or all of the conditions that you specify.

3. Use the dropdowns for Attribute, Operator, and Value to complete the first condition for your rule.
Enter the attribute value exactly and use the correct capitalization. We recommend enabling value suggestion for Text data type
fields that you reference most often. See Edit Data Model Object Properties.

4. To add a top-level condition, click Add Condition.

5. Add more conditions as needed. To create a condition group, click Add to Group.

30
Marketing Cloud Score People Based on Engagement and Fit in Marketing
Cloud

6. Enter the number of points to add or subtract when someone meets the rule conditions.
7. When you're ready, click Done.
To start scoring your leads and contacts, publish the rules. Scores are immediately applied to records related to the unified individual
object that you selected and can be used to build segments.
To show scores on lead and contact pages, add the Data Cloud Profile Insights component to your page layouts.

31
Marketing Cloud Set Up Personalization Features in Marketing Cloud

Set Up Personalization Features in Marketing Cloud

When you personalize marketing messages using merge fields or dynamic content, you can improve
EDITIONS
the customer experience and increase engagement. Before you can start personalizing content,
set up Einstein Personalization and configure a data graph based on the Unified Individual object. Available in: Salesforce
A data graph is also necessary for personalizing flow decisions. Enterprise and Unlimited
Editions with Marketing
Cloud Growth or Advanced
Set Up Einstein Personalization for Dynamic Content Edition
To create dynamic content in your marketing emails and measure the effectiveness of personalized
emails in your marketing campaign, first set up Einstein Personalization.
USER PERMISSIONS
1. From Setup, in the Quick Find box, enter Reporting and select Reporting and
Optimization. To create a data graph:
• View Setup and
2. Click Customer Engagement. Configuration
3. Click Go to Personalization Setup. OR
4. Click Start Setup. Salesforce Admin profile
5. Select the default data space and click Deploy. OR
If you want to view personalization data on the pipeline analytics dashboard, enable CRM analytics Marketing Cloud Admin
and install the dashboard. permission set

To select a data graph in

Marketing Cloud setup:
Configure a Data Graph • View Setup and
To choose which attributes to use for personalization in marketing content and flow decisions, start Configuration
with a data graph that’s based on the Unified Individual object. How you configure the data graph OR
determines the resources available when you define targeting rules.
Salesforce Admin profile
1. In Data Cloud, create a data graph with these customizations. OR
• For the primary data model object, select Unified Individual, which consolidates an Marketing Cloud Admin
individual’s multiple lead and contact records into one record. permission set
• Select the Unified Individual fields to use for personalization.
• Add the related attributes, such as Account Name, and their fields to use for personalization.

2. From Setup, in the Quick Find box, enter Reporting and select Reporting and Optimization.
3. Click Customer Engagement.
4. In the Set Up Basic Personalization section, from the Data Graph dropdown, select the data graph that you created.
Now the attributes and fields you selected are available to use in merge fields and flow decisions.

32
Marketing Cloud Enable AI Features in Marketing Cloud

Enable AI Features in Marketing Cloud

Marketing Cloud includes features that use generative AI and predictive AI to save time and improve
EDITIONS
your KPIs. Choose which AI features can help your business. These features aren’t dependent on
each other, so you can enable them separately. Available in: Salesforce
Enterprise and Unlimited
Editions with Marketing
Get Started with Briefs and Campaigns Cloud Growth or Advanced
To jump-start a new marketing effort, AI can draft a campaign brief, a campaign, and campaign Edition
components. AI can also suggest a relevant segment. When you use AI, the security of your business
and customer data is protected by the Einstein Trust Layer.
USER PERMISSIONS
1. Set up your generative AI in Salesforce. The Einstein AI Quickstart Guide helps you get generative
AI setup. After your general AI setup is complete, enable the Marketing Cloud-specific features To enable AI features,
and agents. including Agentforce
• Marketing Cloud Admin
2. Turn on Einstein Segment Creation. permission set
a. In Setup, search for Features, and select Feature Manager.
b. Enable the feature.

After you turn on these features, they’re immediately available. Add the marketing-specific topics and associated standard actions in
Agent Builder.

Enable Marketing-Specific Topics and Standard Actions in Agent Builder

Einstein uses several marketing-specific standard actions organized into topics to create briefs, campaigns, and campaign components.
Enable these options after you enable Einstein generative AI and Agentforce.
1. In the Marketing Campaigns topic, make sure that these standard actions are in the topic. If not, If not, follow these steps to add the
actions to the topic.
• Marketing Cloud: Draft a Campaign Brief
• Marketing Cloud: Save Campaign Brief
• Marketing Cloud: Create a Campaign from a Brief
• Marketing Cloud: Save Campaign
• Marketing Cloud: Campaign Summary

2. In the Content Creation topic, make sure that the Marketing Cloud: Draft Content standard action is in the topic. If not, follow these
steps to add the action to the topic.
3. Add the Marketing Campaigns and Content Creation topics from the Asset Library to your copilot by following these steps.
To ground your results, enter your company’s brand identity and select a default tone in the branding section of the content builder.

Optimize Email Send Times

Einstein Send Time Optimization is a predictive AI feature that optimizes your email sends based on historical data that indicates when
individuals are most likely to open them. To use this feature in Marketing Cloud Growth Edition, you must opt in to the Global Data
Model for Einstein. In Marketing Cloud Advanced Edition, you can enable global models or disable them to opt out.
1. Verify that you have an identity resolution ruleset that uses Individual as the primary data model object.
This ruleset must be one of the first two identity resolution rulesets that you create for Marketing Cloud.

33
Marketing Cloud Enable AI Features in Marketing Cloud

2. From Setup, in the Quick Find box, enter Send Time, and select Einstein Send Time Optimization (STO) with Global Models.
3. Review the global model information, and click Activate.
Einstein Send Time Optimization needs some time to gather data and build a model that’s specific to your data. To check on the model
status, return to the setup page. If you deactivate this feature, new messages can’t use it, but existing email sends still include optimized
send times.
For more information about data, review the Einstein Send Time Optimization Model Card on page 46.

Filter Non-Human Clicks from Your Report

Einstein Metrics Guard uses predictive AI to filter bot activity from your org’s engagement metrics. It removes most clicks and opens
generated by security scanner bots without filtering out legitimate visitor activity.
1. From Setup, in the Quick Find box, enter Messaging.
2. Under Email, select Email Feature Settings.
3. Turn on the feature.
If you deactivate this feature, your engagement metrics are more likely to include bot activity.

Increase Customer Engagement with Einstein Engagement Scoring

Einstein Engagement Scoring is a predictive AI feature that uses historical data to assign individual contact-level scores to determine
the most efficient way to message recipients to increase customer engagement. This feature is available in Marketing Cloud Advanced
edition only.
1. Verify that you have an identity resolution ruleset that uses Individual as the primary data model object.
2. From Setup, in the Quick Find box, enter Scoring, and select Einstein Engagement Scoring.
3. Review the information, and click Activate.
Einstein Engagement Scoring needs some time to gather data and build a model that's specific to your campaign. If you deactivate this
feature, Einstein doesn't score new contacts, but previously scored contact data remains available.

Analyze Behavioral Data with Einstein Engagement Frequency

Einstein Engagement Frequency is a predictive AI feature that aggregates behavior data to determine how frequently to contact customers
and improve the likelihood of customer engagement. This feature is available in Marketing Cloud Advanced edition only.
1. Verify that you have an identity resolution ruleset that uses Individual as the primary data model object.
2. From Setup, in the Quick Find box, enter Frequency, and select Einstein Engagement Frequency.
3. Review the information, and click Activate.
If you deactivate this feature, your engagement metrics are more likely to include bot activity.

34
Marketing Cloud Page Customization in Marketing Cloud

Page Customization in Marketing Cloud

To help marketers find related information on frequently used pages, add components to Lightning
EDITIONS
record pages. A Salesforce or marketing admin can access the Lightning App Builder from the Setup
menu on any record page or from the Object Manager. Salesforce Enterprise and
For more information, see Create and Configure Lightning Experience Record Pages. Unlimited Editions with
Marketing Cloud Growth or
Lightning Component Description Available on… Advanced Edition

Privacy Consent Status A list of subscriptions and Lead, Contact, and Person
consent values Account records

Data Cloud Profile Engagement A table of engagement metrics Lead and Contact records
from automations and
messaging channels

Data Cloud Profile Insights A numerical score that Lead and Contact records
indicates someone’s level of
engagement

Data Cloud Profile Engagement Settings

To configure the engagement component, select these values for each field.
• Match On: Lead ID or Contact ID (or a custom field that stores the Unified Individual ID)
• Data Space: default
• Unified Individual DMO: Unified Individual
• Unified Individual Link: Unified Link Individual
Lastly, select one or more Engagement DMOs. Flow Runs are related to campaigns, and Messaging Engagement refers to SMS messaging.

Data Cloud Profile Insights Settings

Configure this component for each score that you want to show: Marketing Engagement Score, Marketing Fit Score, and Overall Marketing
Score. Select these values for each component.
• Match On: Lead ID or Contact ID (or a custom field that stores the Unified Individual ID)
• Data Space: default
• Unified Individual DMO: Unified Individual
• Unified Individual Link: Unified Link Individual
• Calculated Insight: Marketing Engagement Score OR Marketing Fit Score OR Overall Marketing Score
For the Measure field, use the value for the calculated insight you selected.
• Marketing Engagement Score: Engagement__Score__c
• Marketing Fit Score: Fit_Score__c
• Overall Marketing Score: People_Score__c

35
Marketing Cloud Helpful References

Helpful References
Reference lists and tables are available to help you learn terminology, identify available options, troubleshoot issues, and other admin
tasks.

Allocations and Limits in Marketing Cloud

Some Marketing Cloud features have limits that impact how much of something you can store or how frequently you can do certain
tasks.
User Permissions in Marketing Cloud
Marketing Cloud comes with two permission sets: Marketing Cloud Admin and Marketing Cloud Manager. Many individual permissions
are available for managing access more granularly throughout the app. The permissions list can help you build a custom permission
set or troubleshoot access issues.
Domain Settings in Marketing Cloud
Depending on your business needs, you can configure one or more domains to handle different jobs. You can choose My Domain
to use a Salesforce subdomain or configure your own custom domain for hosting content. You can also create a tracking domain if
you plan to use SMS messaging. Configuring DKIM (DomainKeys Identified Mail) authentication for sending emails is required.
Default Scoring System in Marketing Cloud
Leads and contacts are scored based on the rules that you publish. You can use the default rules for both engagement and fit, or
you can customize them to fit your needs.
Einstein and Data Usage in Marketing Cloud
Einstein is built on data. When using Marketing Cloud, review this table to understand the type of data used by Einstein features.
Model Card: Einstein Metrics Guard
In Marketing Cloud, Einstein Metrics Guard analyzes how open events are calculated and the likelihood that each open event is real.
Model Card: Einstein Send Time Optimization
In Marketing Cloud, Einstein Send Time Optimization analyzes the optimal time to send a message to an individual to maximize the
probability of the individual engaging with the message.
Fuzzy and Exact Match Methods
Match rule methods determine how source data is transformed for comparison during matching. Changing the match method on
a field typically changes the consolidation rate based on that field.
Create and Configure Lightning Experience Record Pages
Use the Lightning App Builder to add, remove, or reorder components on a record page to give users a customized view for each
object’s records.
Marketing Cloud Glossary
Here are the most common terms you encounter while using Marketing Cloud.

Allocations and Limits in Marketing Cloud

Some Marketing Cloud features have limits that impact how much of something you can store or
EDITIONS
how frequently you can do certain tasks.
Salesforce Enterprise and
Unlimited Editions with
Marketing Cloud Growth or
Advanced Edition

36
Marketing Cloud User Permissions in Marketing Cloud

Campaigns and Flows

Resource Limit
Total active flows 500 simultaneously active flows

Total saved flows 50,000 saved flows

Versions per flow 50 versions

Segments
For more information about limits that apply to segments, see Data Cloud Limits and Guidelines.

Content and Messaging

Resource Limit
Email send entitlements 15,000 sends per month

CMS storage 10 GB plus 2 GB per user

Scoring and Data

Resource Limit
Fit scoring rules 30 rules

Engagement scoring rules 30 rules

User Permissions in Marketing Cloud

Marketing Cloud comes with two permission sets: Marketing Cloud Admin and Marketing Cloud
EDITIONS
Manager. Many individual permissions are available for managing access more granularly throughout
the app. The permissions list can help you build a custom permission set or troubleshoot access Salesforce Enterprise and
issues. Unlimited Editions with
Marketing Cloud Growth or
Advanced Edition
Permission Sets
Assign permission sets on the Permission Sets page in Salesforce Setup. These permission sets are
based on a standard user profile.

Name Description
Marketing Cloud Admin Access to Salesforce Setup, Data Cloud Setup, Einstein Copilot
Admin, Prompt Template Manager, and full control on campaigns,
segments, and flows.

37
Marketing Cloud User Permissions in Marketing Cloud

Name Description
Marketing Cloud Manager Full control to manage campaigns, segments, and campaign
(non-admin) flows, and access to use Einstein Copilot. and Prompt
Templates.

General Marketing Permissions

These permissions are available in the App Permissions list for a permission set.

Name Description
Access the Marketing App Access to the Marketing app in Lightning Experience.

Allows user access segments Access to the Segments tab in the Marketing app.

Configure Marketing Cloud Scoring Rules Review and publish lead scoring rules.

Manage Campaigns Create, edit, and delete permissions on campaigns.

CMS Content Roles

These roles are assigned on the Administration pages in sites and workspaces.

Name Description
Viewer View content published on the Marketing Landing Pages site.

Content Admin Full access to all content in a workspace, contributor, and sharing
management for a workspace.

Content Manager Full access to all content in a workspace.

Content Author Create, edit, and view content in a workspace.

Consent Permissions in Marketing Cloud

These permissions are available in the System Permissions list for a permission set.

Name Description
Edit Marketing Consent Settings Edit the consent settings for Marketing Cloud in Salesforce Setup.

Manage Consent Banner Setup Edit styles for the consent banner used on marketing landing pages.

Manage Preference Manager Create, edit, and delete Preference Manager configurations.

Content and Publishing Permissions

These permissions are available in the App Permissions list for a permission set.

38
Marketing Cloud User Permissions in Marketing Cloud

Name Description
Manage Email Content View, create, edit, and delete email content. You can also send,
preview, and test your email content with this permission.

Manage Email Messaging Setup Create, generate, view, edit, and delete email objects in Salesforce
Setup.

Manage SMS Messaging Setup Create, view, edit, and delete SMS objects in Salesforce Setup.

Query CMS Email Content Prepare CMS email content for sending from campaigns and Flow
Builder. Email sending also requires Create on Flow object.

Send Test Email Send test emails from the preview and test operation via Messaging
Service.

Send Test SMS Send test SMS messages for the preview and test operation via
Messaging Service.

Send Unified Messaging Email Send email via Messaging Service.

Send Unified Messaging SMS Send SMS via Messaging Service.

View Email Messaging Setup View email objects in Salesforce Setup.

View SMS Messaging Setup View SMS objects in Salesforce Setup.

Flow Permissions in Marketing Cloud

These permissions are available in the App Permissions list for a permission set.

Name Description
Activate or Deactivate Flows Allow users without the Manage Flow user permission to activate
and deactivate flows in the Automation or Marketing apps.

Add Assignment Element to Flows Allow users without the Manage Flow user permission to add the
Assignment element to flows in the Automation or Marketing apps.

Add Collection Filter Element to Flows Allow users without the Manage Flow user permission to add the
Collection Filter element to flows in the Automation or Marketing
apps.

Add Collection Sort Element to Flows Allow users without the Manage Flow user permission to add the
Collection Sort element to flows in the Automation or Marketing
apps.

Add Create Records Element to Flows Allow users without the Manage Flow user permission to add the
Create Records element to flows in the Automation or Marketing
apps.

Add Decision Element to Flows Allow users without the Manage Flow user permission to add the
Decision element to flows in the Automation or Marketing apps.

39
Marketing Cloud User Permissions in Marketing Cloud

Name Description
Add Delete Records Element to Flows Allow users without the Manage Flow user permission to add the
Delete Records element to flows in the Automation or Marketing
apps.

Add Get Records Element to Flows Allow users without the Manage Flow user permission to add the
Get Records element to flows in the Automation or Marketing apps.

Add Loop Element to Flows Allow users without the Manage Flow user permission to add the
Loop element to flows in the Automation or Marketing apps.

Add Subflow Element to Flows Allow users without the Manage Flow user permission to add the
Subflow element to flows in the Automation or Marketing apps.

Add Update Records Element to Flows Allow users without the Manage Flow user permission to add the
Update Records element to flows in the Automation or Marketing
apps.

Add Wait Elements to Non-Setup Flows Allow users without the Manage Flow user permission to add the
Wait for Amount of Time element, the Wait Until Date element,
and the Wait for Conditions element to flows in the Automation
or Marketing apps.

Create or Edit Flows Allow users without the Manage Flow user permission to create
and edit flows in the Automation or Marketing apps.

Create or Modify Automation Event-Triggered Flows Allow users without the Manage Flow user permission to create,
edit, and delete automation event-triggered flows in the
Automation or Marketing apps.

Create or Modify Form-Triggered Flows Allow users without the Manage Flow user permission to create,
edit, and delete form-triggered flows in the Automation or
Marketing apps.

Create or Modify Segment-Triggered Flows Allow users without the Manage Flow user permission to create,
edit, and delete segment-triggered flows in the Automation or
Marketing apps.

View All Non-Admin Flows Allow users without the Manage Flow or View All Data user
permissions to see all flows with associated flow records in the
Automation or Marketing apps, regardless of sharing settings.

View Flows Allow users without the Manage Flow user permission to view
flows shared with them in the Automation or Marketing apps.

Objects Access
These permissions are available in the System Permissions list for a permission set.

Name Related Cloud or Feature

Calculated Insight Fields Data Cloud

40
Marketing Cloud User Permissions in Marketing Cloud

Name Related Cloud or Feature

Calculated Insight Object Data Cloud

Calculated Insight Object Definitions Data Cloud

Campaigns Marketing Cloud, Sales Cloud

Communication Subscription Channel Types Privacy Center, consent settings

Communication Subscription Privacy Center, consent settings

Data Connections Data Cloud

Data Connector Credentials Data Cloud

Data Connectors for GCS Data Cloud

Data Connectors for Interaction Studio Data Cloud

Data Connectors for Marketing Cloud Data Cloud

Data Connectors for S3 Data Cloud

Data Connectors for Sftp Data Cloud

Data Connectors for Upload Data Cloud

Data Lake Fields Data Cloud

Data Lake Object Definitions Data Cloud

Data Model Domain Capability Usage Data Cloud

Data Model Fields Data Cloud

Data Model Objects Data Cloud

Data Model Relation Constraints Data Cloud

Data Model Taxonomies Data Cloud

Data Object Categories Data Cloud

Data Platforms Data Cloud

Data Source Objects Data Cloud

Data Sources Data Cloud

Data Source Tenants Data Cloud

Data Space Definitions Data Cloud

Data Spaces Data Cloud

Data Transport Fields Data Cloud

Data Transport Object Data Cloud

Engagement Channel Types Privacy Center, consent settings

41
Marketing Cloud Domain Settings in Marketing Cloud

Name Related Cloud or Feature

External Data Connectors Data Cloud

Field Source Target Relationships Data Cloud

Ingestion API Data Connectors Data Cloud

Internal Data Connectors Data Cloud

Market Segment Definitions Data Cloud

Mobile App Data Connectors Data Cloud

Domain Settings in Marketing Cloud

Depending on your business needs, you can configure one or more domains to handle different
EDITIONS
jobs. You can choose My Domain to use a Salesforce subdomain or configure your own custom
domain for hosting content. You can also create a tracking domain if you plan to use SMS messaging. Salesforce Enterprise and
Configuring DKIM (DomainKeys Identified Mail) authentication for sending emails is required. Unlimited Editions with
Marketing Cloud Growth or
Domain Setting Description Advanced Edition
My Domain My Domain allows you to showcase your Salesforce Enterprise and
company’s brand with a custom subdomain Unlimited Editions with
name in your Salesforce org login and Marketing Cloud Growth or
application URLs. Advanced Edition and the
Salesforce Message Credits
Custom Domain A custom domain gives further control over - SMS add-on
URLs that are visible to your customers. When
you add a custom domain in Marketing Cloud,
we recommend that you serve content with the
Salesforce Content Delivery Network (CDN). To
track activity on a landing page that uses a
custom domain, add a custom URL for that
domain in Setup and define the path as /lp.

Authentication (DKIM) DKIM is a method of email authentication that

protects email recipients from messages that
use spoofed email addresses. It can improve the
deliverability of your emails. Because it requires
you to store a unique identifier on your web
domain, setting up DKIM typically requires help
from your IT or web administrator.
DKIM authentication is required to send email
with Marketing Cloud.

Tracking Domain A tracking domain monitors message opens and

link clicks. The default tracking domain is owned
by Salesforce, but you can also configure a
domain that your organization owns.

42
Marketing Cloud Default Scoring System in Marketing Cloud

Default Scoring System in Marketing Cloud

Leads and contacts are scored based on the rules that you publish. You can use the default rules
EDITIONS
for both engagement and fit, or you can customize them to fit your needs.
Available in: Salesforce
Rule Type Condition Details Value Points Enterprise and Unlimited
Engagement Website Engagement error -5 Editions with Marketing
Cloud Growth or Advanced
| Engagement Channel
Edition
Action | Is

Engagement Website Engagement form-submit +10

| Engagement Channel
Action | Is

Engagement Website Engagement anchor-click +3

| Engagement Channel
Action | Is

Engagement Website Engagement button-click +3

| Engagement Channel
Action | Is

Engagement Website Engagement search +3

| Engagement Channel
Action | Is

Engagement Website Engagement page-view +1

| Engagement |
Engagement Channel
Action | Is

Engagement Message | SUBSCRIBE +5

Engagement |
Engagement Channel
Action | Is

Engagement Message | CLICK +3

Engagement |
Engagement Channel
Action | Is

Engagement Message | UNSUBSCRIBE -5

Engagement |
Engagement Channel
Action | Is

Engagement Email | Engagement | CLICK +3

Engagement Channel
Action | Is |

Engagement Email | Engagement | UNSUBSCRIBE -5

Engagement Channel
Action | Is

43
Marketing Cloud Einstein and Data Usage in Marketing Cloud

Rule Type Condition Details Value Points

Fit Contact Point Address | Country United States +3
| Is

Einstein and Data Usage in Marketing Cloud

Einstein is built on data. When using Marketing Cloud, review this table to understand the type of data used by Einstein features.
The table lists both the Customer Data that is used, which is data submitted by the Customer to our services as defined in our Main
Services Agreement (MSA), and the usage data that is used, which is data relating to users’ interactions with Salesforce. Data submitted
to an Einstein feature may be used to train AI models, to improve your services and features, or to develop new features that you can
access without additional cost.

Global
Customer Data and Salesforce Objects Generative AI MODEL Model
Product Feature Used Used Used
Marketing Cloud: Agentforce with Campaign briefs, campaigns, subject lines, Yes No
Growth Edition and Einstein preheaders, and paragraphs
Marketing Cloud: technology
Advanced Edition
Einstein Segment Segments in Data Cloud Yes No
Creation

Einstein Send Time Engagement behavior (sends, clicks, opens, No Yes -

Optimization unsubscribes, spam complaints) and associated optional
timestamps. Data and metadata about customer in
sending patterns and how campaigns are Advanced
executed. edition

Einstein Metrics Email engagement (email sends, opens, clicks, No Yes

Guard unsubscribes, bounces, spam complaints). Data
and metadata about customer sending patterns.

Marketing Cloud: Einstein Email engagement (email sends, opens, clicks, No No

Advanced Edition Engagement unsubscribes, bounces, spam complaints). Data,
Scoring (Advanced and metadata about customer sending patterns.
edition only)

Einstein Email engagement (email sends, opens, clicks, No No

Engagement unsubscribes, bounces, spam complaints). Data,
Frequency and metadata about customer sending patterns.
(Advanced edition
only)

44
Marketing Cloud Model Card: Einstein Metrics Guard

Model Card: Einstein Metrics Guard

In Marketing Cloud, Einstein Metrics Guard analyzes how open events are calculated and the
EDITIONS
likelihood that each open event is real.
Available in: Salesforce
Enterprise and Unlimited
Model Details
Editions with Marketing
The Einstein Metrics Guard model analyzes message open and click likelihood using training Cloud Growth or Advanced
algorithms, parameters, fairness constraints, features, and other applied approaches. Edition
Person or Organization
Salesforce Marketing Cloud Growth and Advanced Editions
Model Data and Version
• February 2024
• Minor changes can occur throughout the release.
• Major changes are communicated via release notes.
Model Types
Time-series analysis, predictive modeling
General Information
For each email open and click event, Einstein Metrics Guard assigns a confidence score that assesses human-initiated real opens or clicks.
The score ranges from 0% to 100%. Higher scores represent higher confidence that the open or click is real. Lower scores represent a
higher chance that the open or click event is machine-generated.
The model analyzes an individual’s historical engagement events and patterns to predict the chance that an open or click is real. The
model monitors behavior changes using event association and attribution. The most recent behavior changes and engagement patterns
are weighted more heavily when building the predictions.
Compared to a standard filtering-based approach, Einstein Metrics Guard reduces the risk of false positive and false negative results and
minimizes information loss.

Intended Use
The Einstein Metrics Guard model is intended for these use cases. Anything else is out of scope and not recommended.
• The model provides a layer of information that helps Einstein calculate how trustworthy each email open is. Einstein Metrics Guard
is in place in response to mail privacy protection implemented by some email client providers. Einstein can build more accurate
models and provide better recommendations.
• Events that score poorly aren’t included in marketing statistics, and aren’t used to trigger follow-up actions.

Relevant Factors
These factors are associated with the Einstein Metrics Guard model.
Model Input
The engagement history includes these values.
• Email sends, bounces, and engagement events including opens, clicks, unsubscribes, spam complaints, and associated timestamps
• Data and metadata about customer sending patterns, including how campaigns are executed
The engagement history that Einstein Metrics Guard analyzes excludes these factors.

45
Marketing Cloud Model Card: Einstein Send Time Optimization

• Data purchased or collected from third parties

• Demographic data
• Specific content in an email template or rendered email body
Model Output
To measure the likelihood that an open is real, the model produces a probabilistic metric score for each open event. The messaging
service uses the score to filter out low-scoring activity.
Environment
The model is trained and deployed in the Salesforce Marketing Cloud environment.

Metrics
Einstein evaluates and monitors model performance metrics to ensure and improve the model quality. Performance measures include
data such as model mean absolute error score.

Training Data
Einstein Metrics Guard is trained using a global model of in-house data and outsourced data. Data from one Salesforce customer doesn’t
affect the behavior for another Salesforce customer. Each version of the model uses the global model data with optimized sample
weights customized for each customer.

Ethical Considerations
Review the ethical factors associated with the Einstein Metrics Guard model in Marketing Cloud. To avoid bias and other ethical risks,
the model doesn’t include demographic data.
As you interpret your data, be aware of making assumptions based on the scores generated. Scenarios with potential adverse outcomes
can occur in certain circumstances.

Example: The model predicts low engagement so you choose not to send a marketing communication to a set of customers. If
the prediction was erroneous, there could be a negative impact to excluding some of those customers from access to benefits or
opportunities.

Model Card: Einstein Send Time Optimization

In Marketing Cloud, Einstein Send Time Optimization analyzes the optimal time to send a message
EDITIONS
to an individual to maximize the probability of the individual engaging with the message.
Available in: Salesforce
Enterprise and Unlimited
Model Details
Editions with Marketing
The Marketing Cloud Einstein Send Time Optimization model maximizes customer engagement Cloud Growth or Advanced
using optimal send times for email content using these training algorithms, parameters, fairness Edition
constraints, features, and other applied approaches.
Person or Organization
Salesforce Marketing Cloud Growth and Advanced Editions
Model Data and Version
• February 2024

46
Marketing Cloud Model Card: Einstein Send Time Optimization

• Minor changes can occur throughout the release

• Major changes are communicated via release notes.
Model Type
Recommendation and prediction, latent factor matrix factorization
Supported Channels
Currently only email is supported.
General Information
Einstein Send Time Optimization is the Salesforce solution to maximize the engagement rate of email sends based on the send time.
The model chooses the optimal time to send an email to an individual that maximizes the probability of the individual engaging with
the message. Because customer sending patterns vary greatly, we developed parameter sets that are suited for different patterns. During
training, a parameter selector determines the chosen set for a particular business.
Einstein Send Time Optimization uses global model data to train the model. Contributed data is anonymized and aggregated at both
the business unit and contact levels before being used in local orgs. In this way, the global model can be used without sharing personal
data, such as email addresses, between customer business units. When you enable Einstein Send Time Optimization, you automatically
are opted-in to use global models.
Einstein Send Time Optimization analyzes the past 90 days of email engagement history.

Intended Use
The primary intended use for the Einstein Send Time Optimization model is for marketing professionals to increase effectiveness in their
email marketing campaigns and maximize customer engagement. Anything else is out of scope and not recommended. For example,
reducing overall send latency for reservation booking emails isn’t an intended use case.

Relevant Factors
These factors are associated with the Einstein Send Time Optimization model.
Model Input
The engagement history includes these values.
• Email sends, bounces, and engagement events including opens, clicks, unsubscribes, spam complaints, and associated timestamps
• Data and metadata about customer sending patterns, including how campaigns are executed
The engagement history that Einstein Send Time Optimization analyzes excludes these factors.
• Data purchased or collected from third parties
• Demographic data
• Specific content in an email template or rendered email body
• Transactional emails, such as purchase confirmations, password resets, and others
Environment
The model is trained and deployed in the Salesforce Marketing Cloud environment.

Metrics
Einstein evaluates and monitors model performance metrics to ensure and improve the model quality. Customers are responsible for
monitoring the model’s accuracy.

47
Marketing Cloud Fuzzy and Exact Match Methods

Model Performance Measures

Aggregated model performance metrics are gathered to monitor, ensure, and improve the quality of the model. Model performance
metrics include the spread and sparsity of input metrics and the correlation of output scores to historical observations. All metrics are
aggregated and anonymized.

Training Data
Einstein Send Time Optimization is trained using a global model of in-house data and outsourced data. Data from one Salesforce customer
doesn’t affect the behavior for another Salesforce customer. Each version of the model uses the global model data with optimized sample
weights customized for each customer.

Ethical Considerations
To avoid bias and other ethical risks, the Einstein STO model doesn’t include demographic data.

Refresh Cadence
Einstein Send Time Optimization scores and models for email are updated approximately weekly. The refresh cadence varies by one to
several days based on a customer's individual business unit.

Fuzzy and Exact Match Methods

Match rule methods determine how source data is transformed for comparison during matching. Changing the match method on a
field typically changes the consolidation rate based on that field.

Warning: Data is transformed for matching purposes when the Fuzzy and Exact Normalized match methods are selected. However,
reformatted data is not stored in unified profiles. The format of the value stored in a unified profile is based on source data and
determined by reconciliation rules.
Match methods describe the precision with which data is matched during identity resolution. The anticipated consolidation rate is lower
when precision matching is required. Selecting a less precise match method typically raises the consolidation rate, but can result in
undesirable matches.
Up to five match methods are available for use in creating criteria for custom match rules. The match methods available for each object
and field vary. Fuzzy match methods aren’t available for fields from the Account object.
• Exact
• Exact Normalized
• Fuzzy - High Precision
• Fuzzy - Medium Precision
• Fuzzy - Low Precision
You can refine custom match criteria further by allowing matches to be made between blank fields.

Tip: To determine the most effective match method for your data, configure multiple rulesets with different criteria. Compare
consolidation rates and decide which match method works best for your unified profiles.

Exact Match Method

The Exact match method is available for all objects and fields. When this match method is used, values match regardless of case.

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Marketing Cloud Fuzzy and Exact Match Methods

Example: Because exact match is case-insensitive, these four source data values are an exact match:
• Maryanne
• maryanne
• MARYANNE
• MaryAnne

Exact Normalized Match Method

The Exact Normalized match method is available for specific fields for the Contact Point Email, Phone, and Address objects.
When this match method is selected, source data is transformed to address issues like trailing spaces, inconsistent formatting, special
characters, and more.

Object Fields with Exact Normalization Process

Normalized Match Method
Support
Individual • First Name • Standardizes capitalization so that matches are case-insensitive

Contact Point Email • Email Address • Standardizes capitalization so that matches are case-insensitive
• Removes white space from the beginning and end of an email
address
• Removes non-alphanumeric characters like “” and <> from
email address

Contact Point Phone • Formatted E164 Phone • Removes white spaces from phone number
Number • Removes non-alphanumeric-characters like * and () from
phone number
• Validates phone number with Google's common Java, C++
and JavaScript library for parsing, formatting, and validating
international phone numbers
• Uses the country code or name for normalization if it’s available
or identifiable based on contact point phone or address records.
1. If a country code is provided and mapped to the phone
country code field (ssot__CountryCode__c) in the Contact
Point Phone DMO, the country code is used for
normalization.
2. If the country code isn't available, and if the country name
is provided and mapped to the country name field
(ssot__CountryId__c) in the Contact Point Phone DMO,
the country name is used for normalization.
3. If a country code or name isn't identifiable from data in the
Contact Point Phone DMO, and Contact Point Address
DMO exists with a valid mapping to country name, the

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Marketing Cloud Fuzzy and Exact Match Methods

Object Fields with Exact Normalization Process

Normalized Match Method
Support
country name in Contact Point Address DMO is used for
normalization.
4. If a country code or name isn't available, the phone number
is normalized without it.

Tip: For data sources with phone number country codes

map the Phone Country Code field in Data Streams.

Contact Point Address • Address Line 1 • Standardized based on country-specific rules for addresses
• Address Line 2
• Address Line 3
• State Province
• Country

Example: These source data values are an exact normalized match:

Table 1: Contact Point Email Object

Source Values Exact Normalized Email Address Field Value

• <MichelleNoris@gmail.com> michellenoris@gmail.com

• "MichelleNoris"@gmail.com
• michellenoris@gmail.com

Example: These source data values are an exact normalized match:

Table 2: Contact Point Phone Object

Source Values Exact Normalized Formatted E164 Phone Number
Field Value

• +1 (650) 277-9500 +16502779500

• +1 650 277-9500
• 1 (650) 277-9500

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Marketing Cloud Fuzzy and Exact Match Methods

Example: These source data values are an exact normalized match:

Table 3: Contact Point Address Object

Source Values Exact Normalized Address Line 1 Exact Normalized State Province
and Address Line 2 Field Values and Country Field Values

Source 1 220 Laurier Ave W Ste 1000 Ontario Canada

• Address Line 1: 220 Laurier Avenue

West
• Address Line 2: Suite 1000
• State Province: ON
• Country: CA
Source 2
• Address Line 1: 220 Laurier Ave W
• Address Line 2: Ste 1000
• State Province: Ontario
• Country: Canada

Source 1 Calle De José Abascal 56 Madrid Spain

• Address Line 1: 56 Abascal

• Address Line 2: Calle de José
• State Province: Madrid
• Country: ES
Source 2
• Address Line 1: Abascal 56
• Address Line 2: Calle de José
• State Province: Madrid
• Country: Spain

Tip: Exact normalized matches generally lead to higher consolidation rates than exact matches. To determine the most effective
match method for your data, configure multiple rulesets. Compare the consolidation rate of each ruleset and decide which works
best for our data.

Fuzzy Match Methods

The Fuzzy match methods are available for the Individual Object First Name Field for Latin-1 (ISO-8859-1) characters.
When any of these match methods are used, matches are based on an Artificial Intelligence (AI) model trained with data from over 150
countries, 3 billion English words, and 20 million names. The AI model is built with the Bidirectional Encoder Representations from
Transformers (BERT) Language Model to match common misspellings, diacritical marks, synonyms, and more. The AI model has a 0.7
confidence threshold.
To allow more control over the granularity of matching, three levels of precision are available: high, medium, and low precision.

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Marketing Cloud Fuzzy and Exact Match Methods

Table 4: Fuzzy Matching Precision Levels

Precision Level Description Matching Values
Low Precision Matches values with loose similarities. • Lisa, Liza
• Cathi, Cathy
• Lucia, Luc

Medium Precision Matches values with the same initials, gender variants, • S., Sharon
shuffled names, and similar subnames.
• A.M., Anthony Michael
• Cathi, Cathie
• Lilian, Liliana
• Gabriel, Gabrielle
• José Andrés, Pepe
• Joey James, James Joseph

High Precision Matches values across nicknames, punctuation, • Beatriz, Beatrice

international abbreviations, international alphabet
• William, Bill
characters, and cross-cultural spellings.
• Mary-Jo, MaryJo
• Håkon, Hakon
• Catherine, Katherine

Note: For non-Latin-1 characters, like Japanese, the exact match method is applied even if a fuzzy match method is selected.

Tip: Fuzzy matches generally lead to higher consolidation rates than exact matches. To determine the most effective match
method for your data, configure multiple rulesets with different criteria. Compare consolidation rates and decide which match
method works best for your unified profiles.

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Marketing Cloud Create and Configure Lightning Experience Record Pages

Create and Configure Lightning Experience Record Pages

Use the Lightning App Builder to add, remove, or reorder components on a record page to give
EDITIONS
users a customized view for each object’s records.
1. Create a record page for Lightning Experience in one of these ways. Lightning App Builder
available in: both Salesforce
• From the Setup menu on a record page, select Edit Page.
Classic and Lightning
Experience

Lightning Home and utility

bar pages available in:
Lightning Experience

Lightning app and record

pages available in: both the
Salesforce mobile app and
Lightning Experience

Email application pane

pages available in: both
Salesforce Classic and
Lightning Experience
When you select Edit Page for the first time, Salesforce makes a copy of the standard page.
Available in: Group,
This copy is what you edit in the Lightning App Builder. If a customized page exists and is
Essentials, Professional,
active, selecting Edit Page opens that page to edit.
Enterprise, Performance,
• Create a page from the Lightning App Builder list page in Setup. Enter App Builder Unlimited, and Developer
in the Quick Find box, then select Lightning App Builder, click New, and step through Editions
the page creation wizard.
To create an empty page, select a page template. To create a page prepopulated with USER PERMISSIONS
standard components, clone the system default page.
To create and save Lightning
• Clone an existing custom Lightning page from its detail page or from the Lightning page pages in the Lightning App
list in Setup. Builder:
• Click New Page from the Pages list inside the Lightning App Builder. • Customize Application

2. In the Lightning App Builder, add, edit, or remove components to change the page’s layout.
Reorder components by dragging them around the canvas.
3. In the page properties, give your customized page a unique, descriptive label.
To get to the page properties, click Page from the breadcrumb at the top of the properties pane.

4. Save your page.

Hang on, you’re not done yet! To make your customized record page available to your Lightning Experience and mobile users, you
must activate it. You can activate the page from the Save dialog when you save it for the first time or later using the Activation
button.

Marketing Cloud Glossary

Here are the most common terms you encounter while using Marketing Cloud.

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Marketing Cloud Marketing Cloud Glossary

Audience
Any collection of people who can receive marketing, transactional, or operational content.
Campaign
A record that helps organize the audience, assets, and metrics for a specific marketing effort.
Campaign Flow
A container for the automated marketing activities that are related to a campaign.
Connector
A self-contained component that enables you to integrate third-party applications with Salesforce.
Consent
Indicates a person’s willingness to receive promotional content from a business or organization.
Consent Status
Whether someone is opted in to receive email marketing.
Data Cloud
A platform that stores and consolidates large amounts of different data types. You can then use the data in other Salesforce apps.
Data Kit
A data kit contains specific Data Cloud objects, such as metadata, relationships, and other components, to streamline package
creation and the installation process.
Data Model
A way to organize and standardize data elements and to add and edit data relationships.
Email
A content type that contains text and images and is distributed to email addresses.
Email Preference Center Page
The page where people can subscribe to and unsubscribe from your public lists.
Email Template
An email template is a reusable design that you can base new emails on. After you build a template, you can personalize the email
for each recipient. You can also modify a template and limit what kind of changes users can make to the template.
Form
A content type that contains one or more fields for capturing data.
Identity Resolution
The process of matching multiple records to create a comprehensive view called a unified profile.
Identity Resolution Ruleset
The criteria used to identify and match related records, such as name or email address.
Landing Page
A content type that's hosted online and can contain text, images, or a form.
Segment
A group of unified individual IDs in Marketing Cloud that’s based on filtering rule criteria that you set.
SMS Message
A content type that contains only text and is distributed to subscriber phone numbers via the core messaging service.
Unification
The process of matching lead and contact records to create a unified individual record and make it available for segmentation.
Unified Individual
A consolidated record of multiple lead and contact records associated with the same person.

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