Conditional splits allow you to branch your journey’s flow based on data about the profile or the event that triggered the journey. This helps you create highly targeted and personalized customer experiences.
Types of Conditional Splits
1. Event-Based Splits
Event-based splits use data from the specific event that triggered the journey. This data is available only within the journey where the event occurred.
Example use cases:
Send a special offer if the order total is greater than $100.
Show different follow-up messages depending on which form was submitted.
2. Profile Property-Based Splits
Profile property splits use Apex default profile properties (or custom properties) stored in the customer’s profile. Once captured, these properties can be used across multiple journeys.
Example use cases:
Send region-specific promotions based on stored address.
Trigger different loyalty messages based on stored tier.
Personalize greetings using the customer’s name.
Operator Types
Conditional splits support different operators depending on the type of data you’re evaluating.
Text Operators
Is not blank / Is blank – Checks if a value exists or is empty.
Contains / Does not contain – Checks for a substring.
Exactly matches / Does not exactly match – Exact value comparison.
Is in / Is not in – Checks if a value exists in a list.
Starts with / Does not start with – Checks string beginnings.
Ends with / Does not end with – Checks string endings.
Number Operators
Greater than / Less than
Equal to / Not equal to
Greater than or equal to / Less than or equal to
Boolean Operators
Is true
Is false
Date Operators
One-Time Date Conditions:
Is in the last – e.g., "in the last 7 days".
Is at least – Date is X or more units in the past.
Is between – Falls between two dynamic date values.
Is between dates – Falls between two fixed calendar dates.
Is before – Date occurred before a specific date.
Is after – Date occurred after a specific date.
Is today – Matches today’s month and day.
Is in the next – Falls within the next X days.
General Operator
Else – A fallback branch when no other branch matches.
How Branches Are Evaluated
Branches are run in sequence from top to bottom. If a branch’s condition isn’t met, the system moves to the next branch until one matches or the else branch runs.
Tips for Using Conditional Splits Effectively
Start broad, then narrow down – Use high-level conditions early, then refine with more specific splits.
Leverage profile properties for reusability – Capture key details in profiles so they can be reused across journeys.
Always include an
elsebranch – Ensures no customers are left without a defined path.
By combining event-based and profile property-based splits with the right operators, and understanding the branch evaluation order, you can create journeys that adapt to each customer’s unique context.