Optimizely CMP, DAM, Opal and Campaign are the marketing-operations and AI products in the Optimizely portfolio. They use three different licensing models: named users with role types, credits for AI usage, and message and contact volumes. All are subscription services under the Software Subscription Agreement, so overage, review and term rules are those in the subscription agreement article.[7]
Editions
| Product | Catalog row | Metric |
|---|---|---|
| Content Marketing Platform | Optimizely Content Marketing Platform | Named User by role, Guest User |
| Digital asset management | Optimizely DAM | Named User by role |
| Experiment Collaboration | Optimizely Experiment Collaboration | Named User, Guest User |
| Opal and Agent Platform | Optimizely Opal | Optimizely Opal Credits |
| Campaign (marketing automation) | Optimizely Campaign | Total Contacts, Marketing Automation Email Volume per Year |
The Product Use Terms note that CMP and DAM use stock images in the marketplace under Optimizely’s Photostock Terms, that Campaigns are governed by the separate Campaign Supplement, and that CMP is US-hosted only.[2] Opal credits are tracked in the Opti ID Admin Center together with the usage of the other products.[4]
Metrics
Named Users in CMP and DAM
The general Named User rule applies: a specific, individually identified person, not tied to a device, location or concurrent usage; not shareable; transferable only by permanent reassignment; and a limit that may not be exceeded at any time during the term, not an aggregate over the term.[1] For CMP and DAM, each Named User is assigned one of the following role types, which set the level of access.[1]
| Role type | Access |
|---|---|
| CMP Creator or Admin | Full access to all CMP modules; Admin also gets administrative and organizational settings |
| CMP Collaborator | Shared or assigned campaigns and tasks only |
| CMP Guest | Requests module only, to submit and monitor requests |
| DAM Editor or Admin | Full access to DAM; Admin can also manage users and settings |
| DAM Viewer (Library Only) | DAM Library module only |
Each role type can be standard or custom; custom roles are based on a standard role template and can only remove permissions from it.[1] The contract text does not say whether different role types are separately priced or counted, which is a matter for the Order. Support documentation says that CMP notifications are sent at 80% and 100% of the allotment and when use goes over 100%, and that notifications do not prevent exceeding the allotment.[4] See Named User.
Experiment Collaboration
For Experiment Collaboration, a Named User is an individual authorized to use it and able to create hypotheses within an instance, excluding individuals who are only Guest Users. A Guest User is authorized to use the Requests module to make requests, view the request panel and access hypotheses shared directly with them.[1] Opening a collaboration instance to business stakeholders as Guest Users therefore avoids Named User consumption, provided those users stay within the Requests module and shared hypotheses. See Guest User.
Opal credits
An Opal Credit is the standard unit of consumption used to price interactions with Opal. Credits are consumed for every task that calls an AI model, and each task’s consumption is determined by three variables: the model used (inference), the volume of tokens processed (context), and the Opal tool calls made by agents during the task. Each variable is weighted into a task score that maps to a T-shirt size from Chat through XL, each with a fixed credit value.[1] Support documentation lists the average credits per agent invocation by complexity band: Chat and basic agents 2, XS 10, S 30, M 70, L 130 and XL 200. Figures are averages that vary with input size, context and model, and a workflow agent’s cost is the sum of the specialised agents it invokes with no additional workflow overhead.[3] An adjustment effective 2026-03-01 moved credit values into a fixed number of categories for predictability.[3] See Optimizely Opal Credits.
Credits are allocated, not purchased per task, and they are pooled across products, so they are consumable across all eligible Optimizely products.[3] The Opal Usage dashboard in the Opti ID Admin Center shows credits allocated, remaining and used, a 30-day daily usage chart and balance history, and contract details including allocation date, expiry date and source of credits, which can be Paid, Monthly Free or Bonus.[4] Administrators are notified when the organisation reaches its credit limit.[3]
Campaign contacts and messages
Total Contacts (TCs) is the number of records per customer stored across all combined instances at any given time during the term. Marketing Automation Email Volume per Year (CEY) and SMS Volume per Year (CSY) count emails and SMS messages generated by the Marketing Automation service per Contract Year, while Transactional Email sent through the Digital Experience is a separate category excluding marketing automation emails.[1] See Total Contacts and Marketing Automation Email Volume per Year.
Counting / floors
The Campaign Supplement says Campaign usage metrics are in the Order; where none are detailed, fees are based on the number of active users within the invoicing period, and the Documentation describes what counts as active and inactive.[6] Because the carriers and platforms Optimizely relies on set their own prices for SMS, WhatsApp and RCS, the supplement authorises Optimizely to adjust prices for those channels by notifying an updated price list, and a price increase is deemed approved unless the customer terminates the SMS service module in writing within one month of the notification.[6]
Overage is defined for emails, SMS, named users and credits, and is charged at twice the unit price.[1][7] Named Users are a peak limit, so a short campaign period in which freelance contributors are added can trigger overage even if they are removed afterwards.
Virtualization & partitioning
Support documentation states that each instance of Opal can use up to 200 complimentary credits monthly, so the allowance is per instance, while the credits themselves are pooled across eligible products.[3] For CMP and DAM no cross-instance counting rule is stated in the Usage Metrics, which give such a rule only for CMS, so the same person in two instances should be assumed to need two seats unless the Order says otherwise.[1]
Agents built by customers raise their own counting point. The AI Supplement states that all actions of a Customer Agent are deemed acts and omissions of the customer, including obligations on rate limits, consumption metrics, seat counts and payment, to the extent they result from the customer’s design, configuration or deployment choices.[5] Documentation says credits for agent calls are attributed to the user who invokes the agent in chat or within Optimizely, and for workflow agents on a schedule, webhook or email trigger to the user who created the trigger.[3]
Cloud / BYOL
These are cloud services. CMP is US-hosted only.[2] For AI, the AI Supplement states that Optimizely will not use Customer Data to train, develop or improve generative AI features or large language models, will not incorporate it into machine learning training datasets, may create Aggregated Data to improve machine learning features, and does not sell or license Customer Data for model training.[5] Support documentation says that from 2026-03-15 Anthropic’s Claude models accessed through Google Vertex AI became part of Opal’s models and that Anthropic became an Optimizely sub-processor from that date.[3] All generative AI features can be disabled.[5]
Campaign channels use third-party platforms. Push uses Firebase Cloud Messaging and requires a customer mobile app and acceptance of Firebase’s terms; WhatsApp requires a Meta business account and compliance with Meta’s terms; RCS depends on carrier support and messages may fall back to SMS; and SMS numbers may be assigned by network operators and subject to their terms.[6] Each channel must be separately subscribed to.[6]
Programs
- Opal complimentary monthly credits. From 2025-10-01 to 2026-12-31 each Opal instance can use up to 200 credits per month at no charge, and promotional credits reset to zero on 2025-09-30. Optimizely may modify or discontinue complimentary access at any time, and may propose a tailored plan if use regularly exceeds 200.[3]
- Limiting use. Opal access is granted per user in the Opti ID Admin Center; users without access do not consume credits, and user-level credit limits are not supported.[3]
- Notifications. Opal credit usage notifications are sent monthly, with additional notifications if use exceeds 100% of the allotment.[4]
- Overage at twice unit price applies to emails, SMS, named users and credits above the Order.[7]
Audits and compliance
The Opti ID Admin Center is the main reconciliation point: Super Admin or Billing Admin users see Opal credit and CMP usage in the Usage & Billing dashboards.[4] Reviews should compare role assignments for CMP and DAM against the Order, list who has Opal access, and track any custom agents. For Campaign, compliance duties include performing a dispatch test before starting SMS and after settings changes, complying with opt-in and opt-out laws, and removing the Optimizely SDK from the customer’s app when the Push service ends.[6]
Out of scope
This article does not cover CMS, Commerce, Experimentation or the Data Platform, or the pricing of credits and seats, which are in the Order. It does not interpret the Appropriate Use Policies.