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A campaign is a working set of leads — the people you are currently trying to reach for one motion — together with the channels that motion uses. The important thing to understand, especially if you are coming from a CRM built around cadences: a campaign is an audience, not a sequence. It does not hold an ordered list of timed steps. Automation lives in workflows, which are separate and can be triggered by far more than “N days since the last touch”.

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How membership is decided

A campaign’s leads are the union of two things:
  • A live query — the campaign’s audience filter, the same filter shape Smart Views use. Leads matching it are in the campaign automatically, and a lead that stops matching leaves. This is what makes a campaign stay current without anyone maintaining a list.
  • Pinned leads — leads added explicitly, by import, by API, or from your lead database. A pinned lead stays in regardless of the query.
A campaign with no query is exactly its pinned leads — a static list. That is a perfectly normal way to run one, and it’s what you get if you never set a filter.
Because pins win over the query, adding a lead explicitly is permanent until it is explicitly removed. Narrowing the audience filter will not evict it.

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What else a campaign carries

  • Channels — which of call, SMS, email, LinkedIn or WhatsApp this motion uses. This is a label for humans and reporting; nothing reads it to decide behaviour.
  • Status — draft while you build it, active once it’s running, paused when you stop sends, completed when it’s done.
  • An inbound webhook — an optional per-campaign URL that external tools can post leads to. See Inbound webhooks.

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Campaigns and the API

POST /v1/leads also takes a campaignId, so a lead can be created straight into a campaign in one call — see Writing data. Adding a lead to a campaign fires the Lead enters campaign trigger, so any workflow built on it runs exactly as it would for a lead added in the Cockpit.
“Campaign” is the product term for what’s called a funnel in some internal contexts — they’re the same thing. The API uses campaign everywhere.