Flows

What is a Flow?

Flows is a visual workflow system for orchestrating user experiences by managing relationships between audiences, channels, and end users. It offers a canvas-based interface to create, manage, and monitor complex journeys.

Why Flows?

Previously, managing user journeys in Lytics required:

Building custom audiences one-off
Setting up separate exports individually
Managing complex relationships between different components
Limited visibility into user progression through experiences

Flows improves on all of the above by:

Visualizing the entire user journey in a single, intuitive canvas
Centralizing workflow management for all audience, personalization, and export relationships
Providing real-time insights into user progression and performance
Enabling advanced personalization throughout a user's flow progression
Simplifying complex campaign management with reusable templates

Core Concepts

Flow Components

Flows manage user experiences through a series of connected components that define entry conditions, sequential steps, export actions, conditional logic, and wait states. Every Flow consists of these key elements:

Trigger Step: The entry point that defines when users enter and re-enters the flow
Wait & Personalize Steps: Control cadence & personalization logic based on time or condition through a flow
Export Steps: Deliver user data to external systems and channels in real-time
Conditional Splits: Create branching paths based on custom rules

Flow States

Flows can exist in three states:

Draft: Flow is being configured and is not active
Running: Flow is live and processing users
Draining: Flow is in the process of stopping but allowing existing users to complete the flow

Common Use Cases

Flows enables a wide variety of user experience scenarios:

Cart Abandonment: Re-engage users who didn't complete purchases
Drip Campaigns: Deliver content over time based on user behavior
Lead Nurturing: Guide prospects through sales funnels
Retention Campaigns: Re-activate dormant users
Event-Triggered Communications: Respond to specific user actions

Integration with the Lytics Ecosystem

Flows integrates seamlessly with existing Lytics features:

Audiences: Use any existing audience as a trigger condition
Trigger Based Exports: Access all available export destinations and configurations
Web Personalization: Flow state becomes available for real-time website personalization
Profiles: User flow progression is tracked on individual profiles

Next Steps

Ready to get started? Continue to Getting Started to learn how to access Flows and create your first workflow.