> ## Documentation Index
> Fetch the complete documentation index at: https://docs.masivo.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Journeys

> Learn how to create and manage automated customer journeys in Masivo

## What you'll learn

By the end of this guide, you'll know how to build sophisticated automated workflows that respond to customer behavior in real-time, creating personalized experiences that drive engagement and conversions.

## Step 1: Access the journeys section

Navigate to **Marketing Automation > Journeys** in your dashboard. This is your command center for creating automated customer experiences.

Click the **New journey** button to start building your first automation workflow.

## Step 2: Define your journey foundation

Start by establishing the core parameters that will guide your automation:

**Name your journey strategically**: Use descriptive names like "New Customer Onboarding" or "Cart Abandonment Recovery." This helps you quickly identify the purpose when managing multiple journeys.

**Choose your audience wisely**:

* **Specific audience**: Select this when you want to target customers with particular characteristics (VIP customers, recent purchasers, etc.)
* **All customers**: Choose this for universal experiences like welcome sequences or general announcements

<Tip>
  Start with a specific audience for your first journey. It's easier to create
  targeted, effective automation when you know exactly who you're reaching.
</Tip>

## Step 3: Build your automation workflow

<Frame caption="Journey editor">
  <img src="https://mintcdn.com/trd/7W_vRQTxJHIpxqe2/images/journey-editor.webp?fit=max&auto=format&n=7W_vRQTxJHIpxqe2&q=85&s=90f5741b6b69de0c4085aa60d00f148e" width="2974" height="1684" data-path="images/journey-editor.webp" />
</Frame>

Now you'll create the actual automation using the visual journey editor. Think of this as building a flowchart that responds to customer actions.

### Create your first journey step

Every journey starts with a trigger. Here's how to set it up:

**1. Choose your trigger event**: Select what customer action will start this automation

**2. Set your conditions**: Define who qualifies for this step

**3. Configure time delay**: Decide when the action should happen (configured in minutes):

* **Fires immediately**: For urgent communications like order confirmations
* **Custom wait time**: Add strategic delays (e.g., wait 60 minutes)

**4. Define the action**: Choose what happens when conditions are met:

* **Send email**: Send a personalized email using your templates
* **Send push notification**: Deliver a mobile notification
* **Send WhatsApp message**: Send an approved WhatsApp template
* **No action**: Continue to the next step without communication

<Frame caption="Abandoned cart journey example">
  <img src="https://mintcdn.com/trd/7W_vRQTxJHIpxqe2/images/journey-example.webp?fit=max&auto=format&n=7W_vRQTxJHIpxqe2&q=85&s=616c5a8257476650f9d24dd5c36bfd11" width="2980" height="1712" data-path="images/journey-example.webp" />
</Frame>

## Step 4: Connect your templates

When you select **Send email**, **Send push notification**, or
**Send WhatsApp message** actions, you'll choose from your existing templates:

**For email actions**: Select from your email templates or create new ones directly from the journey editor.

**For push actions**: Choose from your push notification templates to maintain consistent messaging.

**For WhatsApp actions**: Select an approved WhatsApp template configured for
your account.

<Note>
  If you don't have templates yet, create them first using the Email Templates,
  Push Templates, or WhatsApp Templates sections. This ensures your journey has
  compelling content ready to go.
</Note>

## Split variants (A/B paths)

Use split variants when you want to divide customers into different paths by
percentage (for example, Variant A = 70%, Variant B = 30%).

<Frame caption="Journey variants">
  <img src="https://mintcdn.com/trd/n5U-4i-IhRbkm1HC/images/journey-variants.webp?fit=max&auto=format&n=n5U-4i-IhRbkm1HC&q=85&s=606f71949c30f6fcfcca6bc41e556865" width="1894" height="870" data-path="images/journey-variants.webp" />
</Frame>

### Where you can create a split

* You can create only **one split per journey**
* The split can be inserted only on **first-level steps** (direct children of
  `Start journey`)
* After a split exists, you can still add regular nodes, but you cannot insert
  a second split

### How to add more variants

After creating the split, click the split node to open the split form and use
**Add variant**.

* Do not use the `+` menu to create additional variants
* Variant branches are managed from the split form

### Variant rules

* Minimum weight: `0`
* Maximum weight: `100`
* Maximum variants per split: `8`
* If variants exist, total weight must be exactly `100%`

<Tip>
  A variant with `0%` is valid and works as a paused branch while you keep its
  structure configured.
</Tip>

### How distribution works

Customers are assigned to one variant using the configured weights.

* Example: A = 70%, B = 30%
* If 10,000 customers reach the split, expected distribution is \~7,000 in A and
  \~3,000 in B

Percentages are probabilistic, so short-term numbers may vary slightly.

## What you've accomplished

<Check>
  You've built an automated customer journey that responds intelligently to
  customer behavior, delivering personalized experiences at scale. Your journey
  will now work 24/7 to engage customers at the perfect moments.
</Check>

## Related architecture

* [Activity & events](/resources/data-architecture#activity-events) — How qualifying events enter the loyalty and journey pipeline
* [Marketing & destinations](/resources/data-architecture#marketing-destinations) — How journeys and messages fit into the marketing data flow