During the campaign creation process you must choose an execution tactic based on the information you would like to present or capture in your campaign. Currently, Lytics campaigns support three different execution tactics:
Present a Message
Select this tactic when you would like to present a message to your audience with no additional action. This tactic can be used for personalized announcements, notifications, etc.
Target a URL
Select this tactic if you would like to include a call to action in addition to your message. This tactic can be used to promote new or relevant content to your audience. When you select this tactic you must provide a URL for the content you wish to promote.
Select this tactic if you would like to collect information from your users. This tactic provides a form where users can submit details such as their name, email, job title, and a message. This tactic can be used as a means of collecting email addresses for a newsletter, or to collect leads for your sales team.
Keep in mind that selecting a tactic may also limit which layouts are available for your campaign, for example the bar layout is disabled for capture leads campaigns due to the lack of available space for a form.