Theme

Journeys

Overview

A Journey takes people through a sequence of steps after something happens. Build one in Audience Operation → Journey → New Journey, pick its project and choose what kind it is:

Kind	For	Starts when	Steps
In the background	Signed-in users, over minutes to months	A user does something, such as signing up or cancelling a subscription, or on a weekly schedule	Emails, waits, splits and actions
On the page	Any visitor, anonymous or logged in	The visitor views a page, scrolls, stays, stops interacting, is about to leave or clicks an element	Splits and Show Experience, decided in an instant

The kind can't be changed after the journey is created. Each journey runs on one project.

Start a background journey

Click the first step and choose how the journey starts:

When an event happens: choose an event from the list, such as Signs up, Subscribes, Cancels a subscription, Opens an email or Buys an article. Choose Another event… to start from an event your own site sends, see Events.
On a weekly schedule: pick the days of the week, a time and a time zone. Each run starts the journey for everyone who can be emailed, or for one Segment.

Entry sets how often one user can start the journey again:

Entry	Use it for
Once per user	Onboarding and welcome series
At most once a day	Frequent events such as logging in
At most once a week	Weekly nudges
Every time it happens	Receipts and confirmations

Choose what the visitor does: Views a page, Scrolls down the page (a percentage), Stays on the page (seconds), Stops interacting (seconds), Is about to leave or Clicks an element (a CSS selector).

How often narrows it further: Every time, From a count on (for example from the 3rd article a visitor reads this week) or Only at a count (only the 3rd). You can also limit the journey to visitors in a segment.

Steps

Click + between two steps to add one.

Step	Kind	What it does
Send Email	Background	Sends one of your email templates. Users who haven't agreed to marketing email, or who unsubscribed, are skipped.
Wait	Background	Holds the user for minutes, hours or days.
Update Profile	Background	Sets a profile field. The value can include personal details such as `{{first_name}}`.
Add Tag / Remove Tag	Background	Adds or removes a tag on the profile, so segments can use it.
Send Notification	Background	Puts a notification in the user's bell on your site. Create it under Notifications with Journeys only turned on.
Call Webhook	Background	Sends the user to another system through an endpoint set up under HTTP Webhook, with its authentication.
Show Experience	On-page	Shows one of the project's experiences. One per path.
Yes/No Split	Both	Sends each person down Yes or No.
Random Split	Both	An A/B test: a share of people take path A, the rest path B.

Use the … menu on a step to move it, duplicate it or remove it.

Splits

A Yes/No Split checks one thing:

Check	Background	On-page
Opened an email, or clicked a link in it, earlier on the path	Yes
A profile field, compared with a rule such as equals, contains, is at least or is within the last	Yes	Yes
Something about the page: its URL, a query parameter, a cookie, the referrer, a meta property, the data layer, article age, day or hour		Yes
Whether the visitor is in a segment	Yes	Yes
Whether the visitor is logged in		Yes
How many pages or articles they viewed this visit, day or week		Yes

On the page, the field list is grouped by who has the field. Any visitor fields, such as country, device and the topics they read, work for everyone. Logged-in visitors fields, such as subscription status or email engagement, only exist for readers who are logged in; everyone else counts as having no value.

A Random Split sets the share for path A. Each person always stays on the same path, so they see the same variant every time.

Publish and manage

Your changes save as a draft while you work. The checklist on the right lists anything to fix, and Publish makes the draft live. Each publish creates a new version; people part-way through finish on the version they started.

Status	Means
Draft	Never published. Can be deleted.
Active	Running.
Paused	Nobody new enters and nobody moves on. Resume carries on where everyone was.
Archived	Stopped for good. People part-way through leave the journey. Restore brings it back paused.

An organization can run up to 50 background journeys at once, and a project up to 20 on-page journeys. Pause or archive one to make room.

Note

An experience, segment or notification that a live journey uses can't be deleted. The message names the journeys using it.

Measure

The numbers appear on the steps in the builder:

the header shows how many people entered, are in progress, completed and failed
Send Email: sent, opened and clicked
splits: how many went each way, so a Random Split shows the A and B results side by side
Show Experience: visitors, impressions and click rate
actions: done, skipped and failed