> ## Documentation Index
> Fetch the complete documentation index at: https://help.liftify.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Campaign types explained

> Understand the campaign types Liftify offers, what each one changes, and how to pick the right one when you create a campaign.

Every campaign in Liftify has a type. You pick it on the very first screen of the **New Campaign** window, which asks **"What type of campaign do you want to run?"**

The type is not just a label. It decides which starter exit rules Liftify creates for you, which unsubscribe category the campaign falls under, and how the account-wide **Campaign Type Exclusion Time** setting groups your sends. This page explains each choice and what it changes.

## The choices

Each type is shown as a colored badge with a short description next to it:

| Type              | Description shown in the app                                |
| ----------------- | ----------------------------------------------------------- |
| **Reviews**       | *Generate public feedback*                                  |
| **Informational** | *Provide value without a sales pitch*                       |
| **Promotional**   | *Promote products, services, or offers to generate revenue* |
| **Transactional** | *Facilitate or provide updates on a business transaction*   |
| **Survey**        | *Send a survey to gather structured feedback*               |

Click a type, then click **Next**. **Next** stays greyed out until you've picked one.

<Note>
  **Survey** does not appear for every account. If you don't see it, surveys aren't part of your Liftify setup — contact your Liftify representative if you want them.
</Note>

## What the type actually changes

### Starter exit rules

Exit rules pull a customer out of the sequence early, so you stop messaging someone who has already done what you asked. When Liftify creates your campaign, it adds a starting set of exit rules that matches the type. You can edit them, switch them off, or add your own on the **Entry / Exit** step.

* **Reviews** starts with **Customer clicked review link** and **Customer left a review**.
* **Informational** starts with **Customer opened any message**.
* **Promotional** and **Transactional** start with **Customer opened any message** and **Customer clicked any message**.
* **Survey** starts with no exit rules — you add whatever you need.

### Unsubscribe category

Customers unsubscribe by category, not campaign by campaign. The type decides which category a campaign belongs to:

| Type                                       | Unsubscribe category   |
| ------------------------------------------ | ---------------------- |
| **Reviews**, **Survey**, **Informational** | Feedback/Informational |
| **Promotional**                            | Marketing              |
| **Transactional**                          | Transactional          |

If a customer has unsubscribed from a category, they are not enrolled in campaigns of that category. A customer who opted out of Marketing still receives your Transactional campaigns, and vice versa. Choosing a type that doesn't match the message's real purpose puts it in the wrong bucket and takes that choice away from your customer.

### Frequency capping by type

**Settings → Campaigns** has a **Campaign Type Exclusion Time** setting: *"Customers will be excluded from campaigns of the same type if they have received one within this timeframe."* That window is measured per type. Two Promotional campaigns compete with each other under that cap; a Promotional and a Transactional campaign do not.

### Template availability

If you choose to start from a template, the template list is filtered to the type you picked. Today Liftify's prebuilt templates are all Reviews templates, so any other type shows an empty list. See [Start a campaign from a template](/campaigns/start-from-a-template).

### The default name

A campaign built from scratch is named after its type — **New Reviews Campaign**, **New Promotional Campaign**, and so on, with a number added if that name is taken. Rename it on the **Basic Info** step.

### Reporting

The type shows as a badge next to the campaign everywhere it's listed, and campaign performance is grouped by it.

## Survey campaigns need a survey

If you pick **Survey**, the **Basic Info** step adds a **Survey (required)** dropdown — it reads **Select a survey** until you choose one. The campaign can't launch without it.

## Changing the type later

The type is a **Type** dropdown on the **Basic Info** step of the campaign builder, so you can change it if you picked wrong. Changing it does not rewrite the exit rules Liftify already created — check the **Entry / Exit** step afterwards and adjust them yourself.