Why might the activated count be smaller than the segment count in a marketing campaign?

The activated count being smaller than the segment count in a marketing campaign can indeed be attributed to the requirement of a Contact Point for activations. This means that for an individual to be considered activated, there must be a valid and designated contact point associated with them. In instances where certain individuals in the segment lack a valid Contact Point, they cannot be activated, leading to a lower activated count compared to the total segment count.

In marketing campaigns, segments may be broad and include individuals who, for various reasons, do not have the necessary identifiers or contact information required for the activation process. This could include newly acquired contacts who have not yet been fully integrated into the system or individuals with incomplete data profiles. As a result, while you have a larger segment available for targeting, the actual number of contacts that can be engaged or activated will be limited by the presence of their Contact Points.