How to use the Split Action in an automation

The Automation Split Action is available on the following plans:

  • Professional
  • Enterprise

The Split action allows you to create two types of splits within an automation: a conditional split and an even split (traditional A/B split test). This action helps you create even more powerful marketing and sales automations as it adds a new level of flexibility with how you can communicate with your customers and it can be used to see which marketing or sales approach works best. 

Note: In order for contacts to participate in a split action, they must first encounter the action in an automation. Once a contact is assigned a path, it cannot be changed.

In addition, once a split action is in progress, it cannot be edited.

In this article: 
Create a conditional split within an automation
Create a split test within an automation

Create a conditional split within an automation

This split will send contacts down “Path A” until a condition(s) you set is met, then will send all new contacts down “Path B.” You may want to use this if you wish to send a special offer to the first 100 contacts that complete a specific action, then send a different offer to everyone else that completes that same action.

To add this action to your automation:

1. From your automation, locate where you would like to add this action.

2. Click the node (+).

3. Click “Conditions and Workflow” in the “Add new action” modal.

4. Click the “Split” action.

5. Click the “Conditional split” option.

In the next Split action modal, you will need to set a condition that will determine when the Split action should stop sending contacts to “Path A” and send them to “Path B” instead: 

There are three options to choose from:

We will discuss each option below.

Option 1: Until X total contacts have been sent to “Path A”

All contacts that encounter this split action will be sent to “Path A” until X total contacts have been sent to that path. Once X total contacts have gone down “Path A,” all other contacts that encounter this split will go down “Path B.” In this action, you will determine the total number of contacts that will be sent to “Path A.”

The split action will have the total of 300 by default, however, this can be changed by clicking that number and typing a new one into the field provided:

Once you have entered the new total, click the “Apply” button.

Option 2: Until X total contacts have completed a goal

Contacts that encounter this split action will be routed to “Path A” until X number of contacts have completed a goal you set in the split. Once X number of contacts have completed that goal, all new contacts will be routed to “Path B.” In other words, contacts will only be sent to “Path B” once X number of contacts have completed a specific goal by meeting your condition(s), regardless of how many contacts were sent to “Path A.”

Note: This goal is a condition(s) you set using the segment builder; you can use virtually any information available to you in your account to create this condition(s). In addition, the goal in this case is simply a condition for this split and is not to be confused with the Goal action in an automation.

The split action will have the total of 300 and “have been sent to Path A” selected by default, however, these two conditions can be changed.

To change the total number of contacts that must meet this goal, click the number and type a new one into the field:

Next, click “have been sent to Path A” to pull up the “have completed the goal” option:

Click the “have completed the goal” option:


Click the “Specify conditions” link to pull up the segment builder and create your goal conditions:

When finished, click the “Apply” button.

Option 3: On a certain date or time

All contacts will be routed to “Path A” until a specific date and time you set in the split action. Once that specific date/time has been reached, all new contacts that encounter this split action will be routed to “Path B.”

To create this condition, click the radio button next to the “Current date is” option:

Next, click the Date and Time link in blue:

Use the calendar to select your preferred date and use the dropdown to select your preferred time:

Move your mouse back over the split action set up modal and left-click into the white space provided (see arrow).

Click the “Apply” button.

Create a split test within an automation

An even split determines a winning path within an automation and can be thought of as an A/B split test. This type of split will send contacts down each path evenly until the split has concluded. For example, Contact 1 will go down Path A, Contact 2 will go down Path B, Contact 3 will go down Path A, Contact 4 will go down Path B, and so on. At the conclusion of the split, a winning path is determined based on conditions you set. You can use this to see which automation email performs better or which marketing or sales approach works best.

To add this action to your automation:

1. From your automation, locate where you would like to add this action.

2. Click the node (+).

3. Click “Conditions and Workflow” in the “Add new action” modal.

4. Click the "Split" action.

5. Click “Even split.”

In the next Split action modal, you will need to set a condition that will determine when to conclude the split and determine a winning path.

We will discuss each option below.

Option 1: Never, split indefinitely

This option simply means that the split will never conclude and a winning path will never be determined. All contacts that encounter this action will be distributed evenly between each path for as long as the automation is active.

To select this option, click the radio button next to “Never, split indefinitely” and click the “Apply” button.

Option 2: Until X total contacts have been split

This option means that the split will run until X total contacts have been evenly split. You will define the number of contacts that will be evenly split between both paths.

Once the split concludes, a winning path will be determined based on the conditions you set. The path with the most contacts that meet your condition(s) is the winning path. If there is a tie when determining the winning path, “Path A” will be declared the winner.

To use this option, click the radio button next to “300 total contacts have been split” option.

The split action will have the total of 300 by default, however, this can be changed by clicking that number and typing a new one into the field provided:

Next, click the “Specify conditions” link to create your condition(s):

Create your conditions using the segment builder and click “Save.”

Click "Apply."

Option 3: Until X total contacts have completed the goal

Contacts that encounter this split action will be routed evenly between both paths until an X number of those contacts complete a goal in the split action. You will define both the number of contacts needed to complete the goal, and what the goal should be. Once X number of contacts have completed that goal, the split test will conclude and a winning path will be determined. The path that has the most contacts with the completed goal is the winning path. If there is a tie when determining the winning path, “Path A” will be declared the winner.

Before we start, you should know that several contacts can run through the split action before it concludes. For example, if you set the split action so that 300 contacts need to complete a goal before the split test concludes, then 500, 3,000, or 100,000 contacts can run through this split action. The split will only conclude when 300 of those contacts have completed the goal.

In addition, the goal is a condition(s) you set using the segment builder; you can use virtually any information available to you in your account to create this condition(s). In addition, the goal in this case is simply a condition for this split and is not to be confused with the Goal action in an automation.

To use this option, click the radio button next to “300 total contacts have been split:”

The split action will have the total of 300 and “have been split” selected by default, however, these two conditions can be changed.

To change the total number of contacts that must meet this goal, click the number and type a new one into the field:

Next, click the “have been split” link to use the “have completed the goal” option:

Click “have completed the goal”:

Click “Specify conditions” to set your goal conditions with the segment builder:

Select your goal conditions using the dropdowns provided and click the “Save” button:

Click the “Apply” button:

Option 4: On a certain date/time

This option means that the split will conclude at the specific date and time you set when creating this split action. Once the date/time is reached, the split will be over and the winning path will be determined by a condition(s) you set when creating this split action. The path with the most contacts that meet your condition(s) is the winning path. If there is a tie when determining the winning path, “Path A” will be declared the winner.

To use this option, click the radio button next to “Current date is”:

Click the Date and Time link in blue:

Use the calendar to select your preferred date and use the dropdown to select your preferred time:

Move your mouse back over the split action set up modal and left-click into the white space provided (see arrow).

Click the “Apply” button.

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