In the Flow Builder, you can create automations for your CRM messages.
The Flow Builder allows you to structure and automate message sending based on user actions or attributes.
The 3 types of conditions in a Conditional Split
1. Contact Attribute
Contact Attributes are the fixed pieces of information already stored in the contact’s profile.
👉 Examples: first name, email, phone number, country, language.
These data points don’t change along the way: they’re used to personalize the basic experience.
“If language = fr → send the French version.”
“If first_name = Paul → send the flow only to Pauls.”
💡 This is the “static” layer: what you already know about your user.
2. Tag (specific to WAX)
Tags are data automatically collected throughout flows or past campaigns.
👉 Examples: a tag “Participated in the quiz,” “Clicked to download the guide,” “Interested in shoes.”
They represent the accumulated memory of the contact’s history.
“If Tag = Opened Black Friday campaign → send a special follow-up.”
“If Tag = Already interacted with product X → suggest a complementary offer.”
💡 This is a living segmentation, based on the contact’s past interactions in your automations.
3. Flow Variable
Flow Variables are dynamic data, generated or updated in real time within a flow. Unlike Contact Attributes (static) and Tags (accumulated memory), these variables are constantly changing depending on the action in progress.
👉 Concrete example with Shopify:
total_line_items→ how many items the customer has in their cart.checkout_tags→ the tags attached to this checkout (e.g. “promo,” “retargeting”).checkout_url→ the direct link to the customer’s checkout.
🎯 What’s the point?
These variables let you trigger very specific scenarios:
“If total_line_items = 1 → suggest a bundle to increase cart size.”
“If checkout_tags contains BlackFriday → push a special message.”
💡 In short: Flow Variables are your levers to adapt the flow live, staying as close as possible to the user’s behavior and value at that moment.
Using the Conditional Split Block
The Conditional Split block allows you to segment your users based on specific criteria (e.g., membership status, behavior, etc.).
How to Add the Conditional Split Block to Your Flow
1️⃣ Click on the Conditional Split block in the list of available blocks.
2️⃣ Drag and drop it into the desired position in your flow where you want to insert the segmentation condition.
Configuring the Condition
Once the Conditional Split block is added, you need to define the condition that will determine how the message is sent.
✅ Steps to configure the condition:
Click on the Conditional Split block to open its settings.
Set up a condition based on:
A Contact Attribute (e.g., user profile data).
A Tag (specific labels assigned to users).
A Flow Variable (dynamic variables within the flow).
This allows you to create personalized message paths and optimize user engagement. 🚀