Personalize every experience from one unified profile

Salesforce Personalization is Salesforce’s real-time personalization engine. It runs on Data Cloud (also called Data 360), Salesforce’s customer data platform, so every decision it makes — what to show, recommend or send to one person — draws on a single, continuously-updated profile of that person instead of stale, siloed data.

Newcomers get the most value by first seeing how a single interaction travels through the system, then what the product can do, then what’s needed to turn it on.

How data flows end to end

A visitor’s action on your site or app becomes a personalized response in roughly these stages:

1 Web & mobile (source) Interactions SDK or Ingestion API captures the event
2 Data Cloud (Data 360) Harmonizes and unifies incoming data
3 Real-time data layer Unified profile, updated as events arrive
4 Personalization engine Recommenders, campaigns and experience rules evaluate the profile
5 Decisioning API Returns the chosen content or recommendation for the request
6 Web & mobile (destination) The channel renders the personalized experience

Key features

Campaigns

Group related personalization points and recommenders under one initiative so you can target, launch and report on them together.

Recommenders

Objective-based (machine-learning) or rule-based logic that selects what to show an individual, trained or configured against your unified data.

Experience templates

Reusable layouts for personalized content so a design is built once and populated per visitor at decision time.

Web Personalization Manager

The point-and-click tool for configuring personalization points, previewing variants and publishing changes to a website without code.

Calculated Insights

Metrics — such as recent activity or purchase affinity — pre-computed from unified profile data in Data Cloud, ready to feed recommenders and segments.

Experimentation

Compare recommenders or variants against each other and attribute outcomes to the change you made.

Licenses and prerequisites

Before you can switch on Salesforce Personalization, your org needs:

Get-started prerequisites

A Data Cloud (Data 360) org, since Personalization reads and writes unified-profile data there
The Salesforce Personalization license or add-on provisioned for that org
At least one connector set up for your source — website, mobile, or the Ingestion API
Permission sets assigned to the users who will configure Personalization
A data space configured for the business unit or brand you are personalizing for

Data 360 consumption notes

Salesforce Personalization’s data layer runs on Data Cloud, which meters most actions in Flex Credits — a usage-based credit unit, not a fixed fee per feature. From the official Data Cloud pricing page:

Data 360 consumption basis for personalization-related components (source: salesforce.com/data/pricing, retrieved 2026-11-07)
Component	Consumption basis	Notes
Ingestion (web, mobile, batch)	Free	No Flex Credits consumed on ingest
Profile building / unification	Flex Credits, tied to usage	1 credit per standard profile, 2 for an enterprise profile
Calculated Insights & transforms	Included allotment, tied to usage beyond it	25 included on standard profile pricing, 100 on enterprise
Segmentation & activation	Included allotment, tied to usage beyond it	100 segments included on standard profile pricing, 500 on enterprise
Query & share, streaming, unstructured-data processing	Flex Credits, tied to usage	Consumed per action as you use the feature