Two possible causes:

• You're on a legacy template. Liquid tags only process in Liquid templates. Check your template type.
• Syntax issue. Check for nested Liquid tags. Personalization and Liquid logic must be resolved inside assign statements before being passed to vary().

Every vary() tag in a template must have the same number of items. Check each vary() tag and align them.

No. Duplicated templates do not retain weights or performance data. Each new campaign begins with an equal distribution among variants.

Removing content variations hides variant performance data from Mission Control. The underlying data is retained, but is no longer visible in the breakdown view. Export or record your results before removing content variations from an active template.

No. All variants remain active, but traffic distribution heavily favors the leading variant. A leading variant can receive 60%+ of traffic, while an underperformer drops to ~4%. The system maintains a small exploration slice for every variant.

Send 1 is always equal distribution. From Send 2 onward, weights adjust based on engagement. For best results by campaign type:

• Recurring: Allow 3–5 sends before drawing conclusions. Avoid pausing and restarting, as this interrupts the optimization cycle.
• Intraday: Aim for a send window of at least 2–3 hours with meaningful volume in each 15-minute batch.
• Triggered: High-frequency flows optimize fastest. For lower-volume triggers, allow more time before expecting significant weight shifts.

Optimization is based on each channel's engagement metrics: email uses opens and clicks; SMS uses tracked link clicks; and push uses opens.

Yes, they run on separate logic layers. STO controls timing, AI Content Decisioning Agent controls content.

Currently, vary() accepts plain text strings and customer attributes. Content blocks, data connections, and images are on the roadmap. You can use personalization (e.g., customer.FIRST_NAME) but it must be built inside assign statements, not nested in the vary() array.

Up to 4 per vary() tag.

No. All vary() tags within a template are linked and must match.

Email, SMS, and push. SMS requires a tracked link in the message for optimization to work — without it, the system has no engagement signal to measure.

Both scheduled and triggered campaigns.