Flows overview

A flow is a multi-step journey. People enter at one point, move through steps such as waits, messages, splits and API calls, and leave at an exit step or when they reach a goal. Use a flow when one message is not enough: a welcome series, a post-purchase follow-up, a cart reminder that waits to see whether the person comes back.

Use a campaign instead when you send a single message to an audience.

The parts of a flow

Part	What it is
Entry	How people get in: they perform an event, you run it at a fixed time, they exit another flow, you activate a business event, or your backend calls an API.
Steps	The boxes on the canvas. Each step does one thing and passes the person to the next one.
Branches	A step such as a split or a "has done event" check sends people down different paths.
Variables	Values resolved at entry or once per run, such as a price fetched from your API.
Goals	The events that count as success. Goals drive conversion and lift numbers.
Exit criteria	Conditions that remove a person from the flow early.
Settings	Entry limits, an end date, a control group and delivery rules.

Lifecycle

A flow starts as a Draft. Publish freezes the canvas as a new version and makes the flow Active. An active flow can be paused and resumed, and stopped. A stopped or draft flow can be archived.

Publishing needs the publish permission. People with only the create and manage permission can build and save drafts.

Every message a flow sends goes through the same send gate as campaigns: consent, frequency caps, quiet hours and the Test allowlist. See Core concepts.

Guides

1. Find and manage flows: the Flows list.
2. Build a flow on the canvas: add, connect and remove steps.
3. Steps reference: every step type and its settings.
4. Set the entry: the Entry tab.
5. Use flow variables: the Variables tab.
6. Set goals and exits: the Goals & exits tab.
7. Flow settings: the Settings tab.
8. Save and publish a flow.
9. Monitor a flow: stats, goal lift, runs and instances.
10. Business events: one activation, many flows.

For developers: Enter a user into a flow and Activate a business event.