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Workflow editor showing multiple branches through the workflow graph

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What are Branches?

A branch is a unique execution path through a workflow, from a channel node to an output node. When a user triggers a workflow, the engine evaluates conditions and data to determine which branch to follow, then returns the output at the end of that branch. A single workflow typically has multiple branches — each one delivering a different experience based on the user’s context.

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Branch Qualification

You can qualify a branch by giving it a category and tags. This is useful for:
  • Analytics — Group results by branch category or tag to compare performance across different strategies.
  • Organisation — Label branches by their purpose (e.g., “Promotion”, “Loyalty”, “Default”).
  • Reporting — Filter dashboards by category or tag to focus on specific campaign strategies.
Categories and tags are complementary. The category describes what the branch is, while tags add contextual dimensions for analysis (e.g., the lifecycle moment it targets).

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How to Qualify a Branch

Branch qualification drawer with branch name, category, tags and individualization fields
  1. Right-click on an edge (the arrow connecting two nodes) in the workflow editor.
  2. Select Qualify branch from the context menu.
  3. The Branch qualification drawer opens. It lets you set:
    • Branch name — An optional custom name to identify the branch.
    • Category — A category from the branch categories tree.
    • Tags — One or more tags from your account’s tag list.
    • Individualization — A toggle to mark the branch as individualized in the Analytics app.
  4. Click Confirm to save your qualification.
Every branch should have a category. Tags are optional — add them when extra context helps your analysis.

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Branch Categories

The branch categories are a hierarchical tree of categories that you define in Workflow Settings. They provide a consistent vocabulary for qualifying branches across all your workflows.

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Structure

Categories are organized in a tree with multiple levels. For example:
Each branch can be assigned a category at any level of the tree.

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Benefits

  • Consistency — All team members use the same vocabulary when qualifying branches.
  • Analytics — Analytics dashboards can filter and group metrics by category at any level of the hierarchy.

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How categories resolve along a Branch

A category continues along downstream Branches until a later qualification replaces it. If several qualifications affect the same final Branch, Analytics uses the category closest to the Output Node. For example, an earlier qualification can set Promotional. A later qualification on the same final Branch can replace it with Loyalty.
Think from the Channel towards the Output Node. The last category encountered is the category used for the final Branch.

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Branch Tags

Tags add extra context to a branch, on top of its category. Each tag pairs a tag key (the dimension) with a tag value, displayed as Key: Value. For example:
  • Lifecycle: Birthday
  • Lifecycle: Welcome
  • Seasonal Moment: Sales

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Where Tags Come From

Administrators define available tag keys and values in Analytics Settings. When qualifying a Branch, you pick from this shared list. This keeps tagging consistent across your team. Everyone analyses performance with the same vocabulary.

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How Many Values per Key?

Tag selector showing multiple value selection for the Lifecycle key Each tag key accepts either one value or several values per branch: The most downstream value is the value assigned closest to the Output Node. This resolution matches Branch categories. It matters when nested qualifications apply different values from one single-value key to the same final Branch.

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Custom and System-Managed Tags

There are two kinds of tags:
  • Custom tags — You assign them yourself in the Branch qualification drawer.
  • System-managed tags — The platform applies them automatically. You cannot assign or edit them manually.
Both kinds are available in the Analytics app for filtering and grouping.

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Tags in Analytics

In the Analytics app, you can use tags to slice your results:
  • Filter by tag — Keep only data with a specific tag (e.g., Lifecycle: Birthday). Branches with additional values for the same key are included too.
  • Filter by tag key — Keep only data that has any value for a key. Pick Any value for the key (e.g., Lifecycle: Any value).
  • Group by tag key — Use a tag key as a dimension to compare performance across its values.
Tag filter in the Analytics app with key and key/value selections When you group by a tag key, branches with several values for that key appear as a combined group (e.g., Birthday, Welcome). Data without any value for the key appears in its own unlabelled group. Results table grouped by two tag keys as dimensions
Filter on Any value for a tag key to keep only tagged data in your results.

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Tags on the Canvas

Branches with tags display them as badges on the workflow canvas. This gives you a quick view of how your workflow is qualified without opening each branch.

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Viewing Branch Statistics

Toggle the Statistics mode from the bottom toolbar to overlay traffic distribution data on the workflow canvas. In statistics mode:
  • Edges display the percentage of traffic flowing through each branch.
  • Individualized branches can be highlighted to distinguish personalized paths from default ones.
  • Use the Individualized branches toggle to visually differentiate personalized paths.

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Tips

  • Qualify branches early in your workflow design process — it makes analytics much more useful once the workflow is live.
  • Use a consistent naming convention for branches within a workflow to make them easy to identify.
  • Branch categories and tags are shared across all workflows in your account. Design them to be general enough to apply across campaigns.
  • Don’t use tags to replace categories. If a concept describes the structural or business nature of a branch (e.g., “Cross-sell”), it belongs in the category tree.

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What’s Next?

Workflow Settings

Manage your branch categories tree.

Analytics Overview

Analyse performance by category and tag.