Campaign settings

Every campaign’s settings live inside the campaign detail view. It’s a flip card: the front shows your Squid on stage, and the back holds the settings. Click Configure (the sliders icon) in the header to flip the card over; click Preview (the eye icon) to flip back.

A Squid, if you’re arriving here first, is your campaign’s living, conversational ad — it greets, talks, and adapts. The settings below shape how it behaves once it’s out in the world.

Note: Every save republishes your live surfaces automatically. Change a setting and the campaign updates everywhere it’s deployed — no separate publish step.

Choose how variants are selected

A campaign can hold several variants — alternative creatives. This setting decides which one a visitor sees:

Adaptive CVG (the default) — SparkleTree learns which variant performs and shows winners more often. In practice, roughly nine visits out of ten go to the best-performing variant, while the rest are spent trying the others so a late bloomer still gets its chance. You don’t manage anything; the campaign tunes itself as results come in.
Cycle every N sec — variants rotate on a fixed timer. You set the number of seconds. Use this when you want every variant seen predictably — on a lobby screen, say — rather than optimized. When you pick this mode, the seconds field appears alongside it.

When in doubt, leave Adaptive CVG on. Cycling is the right tool for a specific situation (guaranteed rotation on a physical display); Adaptive is the right default for everything else.

Tip: Give Adaptive selection time to gather data before judging your variants. Check Dashboard → CVG to see how each variant is performing and whether a winner is emerging.

Set the language

Three modes control what language your Squid speaks:

English (en-US) — the Squid always speaks English.
Local language by context — the Squid speaks the visitor’s likely language, based on where and how they’re encountering it. A campaign running on a screen in Lisbon greets people in Portuguese; the same campaign embedded on your English site stays in English.
Specific language — you pick one language and the Squid sticks to it everywhere. Use this when a campaign targets one market and you want no surprises — a French promotion should speak French even to a visitor whose browser says otherwise.

The exact picker for choosing a specific language may vary.

If most of your campaigns should behave the same way, you can set language defaults for the whole workspace under Dashboard → Settings; the campaign-level setting here covers the exceptions.

Add a soundtrack

The Soundtrack section adds optional background audio to this campaign’s Squid. It’s off unless you set it up — most campaigns don’t need one, but for the right setting (a brand page, a kiosk with speakers) a track sets the mood.

Point SparkleTree at the audio — enter a provider or URL. Suno song IDs are supported, or you can upload a file.
Add the title and artist.
Choose the play policy — how and when the audio plays.
Tick the rights attestation checkbox to confirm you have the rights to use this audio. You can’t save the soundtrack without it.

Note: The attestation is required, not decorative. Only attach audio you own or have licensed — that includes tracks you generated yourself on services like Suno.

CTA pill and chips

The CTA pill (the button inviting visitors into a conversation) and the chips (up to six suggested questions under the chat) are campaign-level: one set applies across all of the campaign’s variants.

You don’t edit them here on the Configure face — they’re edited in place, directly on the Squid. Flip to the preview, click Edit creative, and switch the toolbar toggle to Shaping. From there you can rewrite the CTA label and rewrite, reorder, add, or remove chips. The full walkthrough is in Create your first campaign.

As everywhere else, each change saves per field and republishes your live surfaces.

Where to next

Create your first campaign — the generation flow and the in-place Squid editor.
Tips and tricks — including when to trust Adaptive CVG and how to write chips that get tapped.