See what happens after you add people

Find out which audiences lead to gifts, sign-ups or sales, and use that to decide what to send next

Adding people to a campaign is rarely the goal. What matters is what they do next: give, register, buy, renew. An outcome describes that next step and how long people have to take it, for example “a gift within 30 days of being added”. CAB then counts how many of the people you added did it, broken down by audience and by campaign.

That answers questions a campaign report alone can’t:

Which audiences respond best? See the conversion rate of each audience side by side, so you send more to the audiences that respond and less to the ones that don’t.
Which campaigns respond best? Compare the same outcome across campaigns, for example the Spring appeal 2026 against the Year-end appeal 2025.
How much did the campaign itself bring? With a control group, CAB compares the people you added with people it kept out of the campaign, and estimates how many extra conversions the campaign brought.
Who should get the next message? Turn a result into an audience: leave out everyone who already gave, or follow up with everyone who didn’t.

Outcomes live on the CAB Outcomes tab.

With a control group, the outcome’s page also shows how many extra conversions the campaign brought. See Measure extra conversions with a control group.

How it works

Define what success looks like. Pick a ready-made goal such as Gave a gift or Opportunity won, or build your own from any Salesforce record. Choose how many days after being added a conversion still counts. See Set up an outcome.
Measure it where you add people. Pick the outcome where you add people to a campaign or a Marketing Cloud data extension, or where you run a final action, a Flow or Apex step your administrator set up. Counting starts with the next run.
Read the results. The outcome’s page shows the overall rate, which audiences and campaigns did best, when people convert, and your own metrics such as the total amount given. The Campaign Audience Builder home tab tells you when there are new updates for your audiences, and a campaign’s record page shows its outcomes. See Read your results.
Act on them. Use the people CAB measured in your next audience, for example to leave out everyone who already gave. See Act on results.

To learn how much a campaign brings on top of what would have happened anyway, keep a control group out of it. See Measure extra conversions with a control group.

Words used on these pages

Word	What it means
Outcome	What you want people to do after you add them, and how many days they have. Example: “Gift received” counts a household that gives within 30 days.
Conversion	One person, or one household, doing what the outcome looks for. Results use the goal’s own word, such as “gave”; a custom outcome says “converted”.
Conversion rate	The share of newly added people who converted in time. 1,515 of 14,621 households is 10.4%.
Overall rate	The conversion rate of everyone measured for the outcome, across all its actions. The outcome’s page shows it at the top. Cards call it Overall outcome, and ranking cards call it All audiences.
Conversion event	An outcome type that counts a record elsewhere in Salesforce, such as a gift, a won opportunity or a converted lead.
Campaign membership	An outcome type that checks the campaign member record a campaign add created, such as Responded or a status. What you get depends on the type; see Conversion event or campaign membership.
Action	What CAB does with an audience’s results: a campaign add, a data extension add or a final action. An action is set up once and runs on a schedule or once by hand.
Campaign add	An action that adds the audience’s people to a Salesforce campaign. A scheduled campaign add is set up once and runs many times.
Data extension add	An action that adds the audience’s people to a Marketing Cloud data extension.
Final action	An action that runs a Flow or Apex class your administrator set up on the audience’s results.
Run	One time an action runs and adds people. A weekly scheduled campaign add has one run a week. Results count runs, as in Compares 8 runs that had a control group, Feb 18 to May 27.
Changes only	A setting on an action in a schedule: each run sends only people who joined the audience since the last run.
Newly added	People a run added who weren’t there before. Only they are measured.
Window	How many days after being added a conversion still counts, as in “within 30 days” or “the 30-day window”.
Still counting	A result for people whose window is still open. It can still rise.
Update	The night CAB checks a group of people again, on set days after they were added, such as day 7, 14 and 30.
Last check	One more update after the window, for conversions entered in Salesforce late. After it, the result is final. Conversion event outcomes only.
Counted per	Whether a conversion counts per household, per contact or per lead. See Households, contacts and leads.
Control group	A random share of the people a campaign add would add, kept out of the campaign so their conversions can be compared.
Reached / Kept out at random	The two groups CAB compares: Reached, the people the campaign added, and Kept out at random, the control group.
Extra conversions	How many more people converted because of the campaign than would have anyway, worked out from the control group.
Metric	A figure about the records behind the conversions, such as the total amount given.

Households, contacts and leads

Every outcome counts one kind of record. The goals say which one, as Counted per:

Gave a gift and Started recurring giving count households, the household accounts in Salesforce. A household converts when a gift is recorded for it, and it counts once, however many people live in it.
Opportunity won counts contacts.
Lead converted counts leads.
Responded to the campaign and Reached a campaign status count whoever was added to the campaign.

An outcome can only measure audiences of the same kind of record. A household outcome measures Account audiences. On a Contact audience the picker leaves it out and says how many outcomes it left out. To measure a Contact audience, use an outcome counted per contact, such as Opportunity won, or set up a custom outcome counted per contact. See Set up a custom outcome.

Who counts

CAB only counts people who are new each time. Someone who was already in the campaign isn’t counted again just because the audience ran again.

Campaign adds count the people who became campaign members in that run. People who were already members don’t count, even when the run updates their status.
Data extension adds and final actions count the people who weren’t in the same action’s last successful run. The first run counts everyone it includes.
A data extension add or final action you run once by hand counts everyone it includes.
People in a control group are kept out of the campaign. They are measured separately for the comparison and are not part of the rate.

Someone removed from a campaign and added to it again is counted again only once their earlier result is final, after the last check: for a 30-day window, from day 60. Until then, the new add doesn’t count them again or restart their window; they stay measured from the first date. After that, a new add counts them again from the new date.

Each campaign measures its own people: a household added to two campaigns that measure the same outcome is measured for both, and the same gift shows up in both campaigns’ results. So don’t add up the results of several campaigns: the same gift would count more than once.

When a run added nobody new, the audience’s run history shows Nobody new was added instead of a rate. A data extension add or final action can also show Not measured: this action could not tell who was new. Then CAB couldn’t compare that run with the one before, so it counts nobody from it. This usually means the setting Track membership changes between runs is off; ask your administrator. See Data extension adds and final actions need run tracking. Each run is checked on its own, so later runs can still be measured.

How results keep updating

A person’s window starts on the day they are added. Take an outcome that counts gifts within 30 days:

CAB checks every night. A group of people added on the same day is updated on day 7, day 14 and day 30 after they were added.
On day 60, the last check looks once more for gifts dated inside the 30 days that were entered in Salesforce later. After that, the result is final.
Until 30 days have passed since they were added, a person’s result is still counting: they may still give.

That’s why a result reads, for example, 1,515 of 14,621 newly added households gave · 57 more from actions still counting:

14,621 households were added more than 30 days ago. 1,515 of them gave in time. That is the rate, 10.4%.
Households added in the last 30 days aren’t in the rate yet. 57 of them have already given. They join the rate once 30 days have passed since they were added, so expect it to move.

Each update is kept as it was on the day it ran. A gift entered late shows up in the next update; earlier updates stay as they were.

If someone changes what an outcome counts or its number of days, people added before the change are still counted the old way. The outcome’s page shows the date of the change.

Other windows update on other days. See Choose the window.

What Outcomes counts

People added from now on. Measuring starts with the next run after you pick an outcome on an action. Earlier runs are not measured afterwards.
Records in Salesforce. An outcome counts records in your org, such as gifts, opportunities, leads or campaign member statuses. Email opens and clicks that stay in Marketing Cloud aren’t counted.
People, not money. Rates, extra conversions and the comparison with the control group count people. To see amounts, add a metric such as the total amount given.
Campaigns, data extensions and final actions. Account Engagement (Pardot) list adds can’t measure outcomes. To measure people you send through Account Engagement, measure the outcome on a campaign add of the same audience.
Audiences and audience sequences. A scheduled combination or waterfall sequence measures outcomes on its actions just like a single audience.

What you need first

An administrator turns on Outcomes once for your org. See Turn on and manage Outcomes.
Someone with the Manage outcomes permission, often your CAB administrator, creates the outcomes your team cares about.
Anyone who uses Campaign Audience Builder can pick outcomes when adding people to a campaign or scheduling an audience.
You see a first, still-counting result about 7 days after the first run that measures the outcome. The rate settles once the window and the last check are over, for example after 60 days for a 30-day outcome.