Acquia’s marketing portfolio is sold as software-as-a-service under the same Subscription and Services Agreement as its hosting products, but the units differ. Where Cloud Platform measures traffic and capacity, the customer data, marketing automation and personalization products count people: customers who have transacted, contacts stored in a marketing instance, and visitors who meet the criteria of an active campaign.[1][2][3] This article covers the three product families, how each unit is defined, and the limits and service levels that sit around them. Acquia states that it reserves the right to change its guides to follow market practice and product evolution, without degrading the level of services during the period for which fees have been paid, so the guide version in force at signature should be kept with the Order Form.[2]
Customer Data Platform
Editions
Acquia publishes two Customer Data Platform (CDP) guides, one for legacy packages and one for new packages, each last updated on 20 May 2025. The legacy guide describes CDP as a customer data platform for enterprise brands that uses machine learning to drive customer lifetime value, return visits and loyalty, and states that Acquia provides the service only if purchased by the customer, as indicated in the Order.[4] A legacy subscription includes Actions, Metrics, 360 Profiles, Connectors, Data Integration, Data Quality and Identity Resolution, and Custom Attributes delivered through CDP Studio Apps.[4]
The new-packages guide organises the same capability into feature groups: Activation (Campaigns), Analytics and Machine Learning (Metrics, Template Reports, Interactive Queries, Cohort Analysis, Machine Learning Models and Machine Learning Studio), Profiles and Data Unification (360 Profiles, Universal Data Model, Custom Attributes, Pipelines, Data Calculations, Custom Calculations and Identity Resolution), Integrations and Data Collection (APIs and Data Export) and Governance and Privacy.[1] Several of these items are sold as paid add-on packs rather than being part of the base subscription; the catalog treats Interactive Queries, Data Export, Cohort Analysis and the CDP Studio Apps as add-ons.
Metric: Active Profile
Both guides base the subscription on active customers, now called Active Profiles. An Active Profile is defined as a unique buyer who has conducted a Transaction within the prior twelve months and has an identified email address, postal address, phone number, or a combination of these.[1] Anonymous buyers are tracked but are not counted until they identify themselves in one of those ways.[1] The distinction matters for sizing: a profile that has never transacted, or has no identifier, does not consume entitlement, while a returning identified buyer counts once however many source systems hold a record of them, because the Identity Resolution Engine links records into a single master customer.[4]
The guide defines a Transaction as a type of activity such as a purchase, appointment, form response or other prescribed interaction recorded in the transaction table, and a Profile as a row in the customersummary table.[1] A SAM team verifying a count should therefore ask Acquia which definition of Transaction applies to the customer’s data model, since custom entities and custom data feeds are permitted.[1]
Counting and limits
The new-packages guide lists the limits of the service. The batch pipeline runs once a day.[1] Default data retention varies by category: email send events are kept for six months, email opens and clicks for twelve months, events in Metrics for three months, direct mail events for two years, web events for thirteen months, non-event entities for three years and FTP data for thirty days; exports placed in S3 and Redshift are described as the client’s responsibility.[1]
The self-service CDP Studio Apps carry fair-usage limits sized Small, Medium or Large. For Machine Learning Studio at the Small size the guide allows up to 720 hours of Python instance running time and 100 hours of Snowflake query execution per month, up to 8 vCPUs, up to 1 TB of Snowflake storage, one tenant and up to five columns for machine learning results; Medium raises the compute limit to 32 vCPUs.[1] The guide defines a tenant as a single instance of CDP that isolates the customer’s data, configuration and customisations.[1] These limits are the nearest thing to hard caps in the CDP guide, and they matter when data science teams run workloads continuously.
Service level
The legacy guide commits to production availability of 98% per calendar month, with nightly processing windows and announced maintenance excluded from downtime.[4] That is a materially lower commitment than the 99.9% stated for Campaign Studio.[2]
Campaign Studio and Campaign Factory
Editions
The Campaign Studio and Campaign Factory guide, last updated on 20 May 2025, describes Campaign Studio as marketing automation for creating emails, personalized messages, nurture campaigns and A/B tests.[2] Direct customers can buy two offerings: Campaign Studio Cloud: Production, and Campaign Studio Cloud plus Campaign Factory: Production.[2] Campaign Factory lets a customer manage several Campaign Studio accounts from one place, create instances on the fly, replicate campaigns and maintain child instances from a golden template. The guide states that Campaign Factory is an optional add-on and cannot be used without Campaign Studio instances.[2] The guide lists the same combined offering separately for partners.[2]
Metrics: Contact and Instance
The guide defines the two units precisely. Each time a contact with an associated unique identifier is stored in an instance it counts as one Contact, so the same contact stored in four instances counts as four Contacts.[2] An Instance is where a user logs in to manage campaigns, messages, contacts, segments and templates.[2] The customer may deploy the contracted number of Contacts across the contracted number of instances, which means that multi-brand deployments under Campaign Factory should be sized by the sum of per-instance contact stores rather than by the number of distinct people.[2]
Inclusions and paid extras
The base offering includes sandbox or testing environments, email services from an approved email service provider of up to sixty transactional, operational and marketing emails per contact per year, and hosting in a North America, Europe or Japan data centre chosen by the customer.[2] Items the guide lists as not included and priced separately are onboarding and support packages, high-frequency email, SMS, mobile push notifications, private cloud for instances of 2 million or more contacts, on-site training, off-hours support, engineering consulting, custom development or plugins, custom templates and branding, and a non-shared IP address.[2] Acquia reserves the right to suspend email sending if it sees abuse or spam rates high enough to harm deliverability of the shared IP address.[2]
Guidelines and retention
The guide gives performance guidelines rather than contractual maximums: one level of nested segments, an average of no more than four filters per segment, no more than 300 published segments, 70 API requests per second and a maximum of 7 million contacts per instance, with actual capacity dependent on the use case.[2] High-volume activity such as web views, email statistics, asset downloads, SMS and push statistics and data on anonymous contacts is retained for 180 days, and some customers may have shorter retention depending on use case.[2]
Service level
Acquia commits commercially reasonable efforts to keep hosted Campaign Studio available 99.9% in each calendar quarter. For each half hour of unavailability below that level the customer receives a one-day subscription extension, and accumulating extensions in two consecutive months, or three months in any six-month period, allows the customer to terminate the applicable Order on seven days’ written notice.[2] The customer must notify Acquia in writing within five business days of the event, or the right to an extension is forfeited.[2]
Conversion Optimization
Acquia’s Conversion Optimization products are built on Wingify. The product guide, updated on 1 October 2025, lists three subscriptions at the Web Enterprise level: Insights, Testing and Personalize.[3] The Acquia Conversion Optimization Plan, a workspace for observations, hypotheses and prioritization, is included free of cost with any Conversion Optimization product purchase.[3]
The guide states that packages dictate which features are available, while Monthly Tracked Users (MTUs) drive the quota. MTU is a usage-based pricing model in which charges are assessed on the visitors who meet the criteria of an active campaign.[3] An MTU add-on is sold in increments of 10,000, applies at product level, can be bought in multiple units and, once purchased, activates only for Testing - Web.[3] Acquia notifies the customer as it approaches the quota, and Wingify provides quota-usage reports.[3]
The over-limit policy is a hard stop rather than an invoice: campaigns are paused when MTUs exceed the subscription quota, unless Acquia has agreed otherwise in writing, and customers are alerted before the quota is fully consumed.[3] For a SAM team this converts a licensing question into an availability question, because exceeding the quota switches off the experiments and personalizations that depend on it. The guide’s support scope states that support will diagnose problems with the Wingify products and with tests and campaigns the customer created, but does not include creating tests or campaigns.[3]
Contract terms that apply across the family
These products inherit the general terms of the Subscription and Services Agreement. Fees are based on the Subscription Services purchased, regardless of usage.[5] If the customer exceeds allotted capacity it pays additional fees, invoiced monthly in arrears.[5] The agreement renews automatically for one year unless notice of non-renewal is given sixty days before the end of the term, and Acquia may raise renewal pricing on seventy-five days’ notice.[5] Where the agreement, documentation and an Order Form conflict, the Order Form or Statement of Work prevails.[5] The agreement also bars reselling or sublicensing the Subscription Services or using them to build a competing offering, which is relevant to agencies that run Campaign Factory instances for their own clients.[5]
Acquia’s AI Terms apply to generative features in these products. They treat input and output as customer data, restrict using output to train or improve AI or machine-learning systems, and allow Acquia to block input or output and disable the features at its discretion.[6]
Virtualization and partitioning
None of these products is installed by the customer, so processor, virtual-machine and partitioning rules do not apply. Partitioning is relevant only in the sense of tenants and instances: CDP data is isolated per tenant, and Campaign Studio contacts are counted per instance.[1][2]
Programs and gaps
The guides name no discount or compliance programs for these products. Prices are not published; the guides state quantities by Order Form only. The CDP guides give a 98% availability figure and fair-usage sizes but not the Active Profile tiers, and the Campaign Studio guide gives no contractual contact ceiling, so the Order Form remains the authoritative source for each customer.