Comparing Audience Types and Automation Studio vs Journey Builder
Audiences can exist in many different forms. Learn more about which audience types to use for different scenarios (and limitations).
| *Report & Campaign | Salesforce Data Extensions | Data Extensions | **Shared Data Extensions | Shared Salesforce Data Extensions | Can Have 1+ Inclusions | Can Have Exclusions | |
|---|---|---|---|---|---|---|---|
| Import >> Start | No | Yes | No | No | No | -- | -- |
| Guided Send | Yes | Yes | Yes | Yes | No | Yes | Yes |
| Salesforce Send Email | Yes | Yes | No | No | No | Yes | Yes |
| A/B Testing: Details Coming Soon | |||||||
| ***Automation Studio | No | Yes | Yes | No | No | Yes | No |
| ***Journey Builder | No | No | Yes | Yes | No | No | No |
*For eComm Business Units, Reports & Campaigns can only be used when targeting the primary email field and can be mixed and matched. Campaigns should NEVER be sent to (included) and should only be excluded.
*IOS Business Units cannot send to Reports/Campaigns.
** Basic eComm Users cannot see Shared Data Extensions (although eComm Specialists and Admins can). Shared Data Extensions are visible to all Business Units - the 'Permissions' feature to restrict what certain Business Units can do does not function. True as of March 2026, but can hopefully change in the future.
*** Learn more about the pros and cons of Automation Studio vs Journey Builder (table below).
| Automation Studio | Journey Builder | |
|---|---|---|
| 'Start' Data Extension | Yes | No |
| Multiple Data Extensions | Yes - there can be many entry sources included, although no exclusions. | No - there must be one entry source and no exclusions. |
| Send Email(s) | Yes | Yes |
| Use STO (Send Time Optimization) | Yes | Yes |
| Creates Email Send and IER (Individual Email Results) in Salesforce | No | Yes |