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.