How to use the split action in an automation

With the “Split” automation action in ActiveCampaign, you can create splits and split tests in an automation that will send contacts down different paths based on the rules you set. Doing so helps you create powerful marketing and sales automations and adds flexibility to communicate with your customers.

Take note

• For contacts to participate in a split action, they must first encounter the action in an automation. Once a contact heads down one path, that is their only path. They cannot re-enter the split and proceed down the other path

• Once a split action is in progress, you cannot edit it. A split is in progress once a contact runs through it

• If adding the action to an “Active” automation, make sure to set the automation to “Inactive” first. Once finished, set it back to “Active” so contacts can continue to enter your automation and proceed through your workflow

About the “Split” automation action

The “Split” automation action offers three split types:

• Even split - Contacts are split evenly between Path A and Path B indefinitely or until you turn off the automation. No winning path is determined
• Split test - Contacts are split evenly between Path A and B, and a winning path is determined based on the conditions you set. Your split test can conclude based on an expiration date, choosing a given number of contacts that must be split, or splitting contacts until a given number matches the winning conditions. Conditions for the split test are created with the segment builder
• Conditional split - Contacts are sent down Path A until they meet the conditions to go down Path B. For this split type, you can set a date on which contacts will go down Path B, determine how many contacts should go down Path A before contacts can go down Path B, or determine how many contacts should go down Path A until conditions you set are met. For the third option, you will use the segment builder to create your conditions

The winning path is the path with the most contacts that meet your condition(s). If there is a tie when determining the winning path, “Path A” is declared the winner.

Create an “Even split”

With this split type, contacts are split evenly between Path A and B indefinitely or until you turn off the automation.

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. Because this action runs indefinitely, a winning path is never determined.

To use this action:

1. From your automation, click “Conditions & Workflow” then drag the “Split” action to your automation.
2. Click the “Even split” option.
3. Click the “Save” button.

Create a “Split test”

With this split type, contacts are split evenly between Path A and B, and a winning path is determined based on the conditions you set.

Your split test can conclude based on an expiration date, choosing a given number of contacts that must be split, or splitting contacts until a given number matches the winning conditions.

When the split test concludes, a winning path is determined by how many contacts have matched your winning conditions. At that point, either Path A or Path B will be declared the winner, and all contacts moving forward will go down that path. The losing path will be greyed out in your automation, and contacts will be unable to reach it.

If there is a tie when evaluating winning conditions, Path A is declared the winner.

Use case example: You want to see which automation email performs better or which marketing or sales approach works best.

To use this action:

1. From your automation, click “Conditions & Workflow” then drag the “Split” action to your automation.
2. Click the “Split test” option.
3. Click “Continue.”
4. Choose how you want to run your split test (more information below these steps):
   • Split until a specific date - enter the date that the split test will conclude
   • Split until a specific number of contacts have been split - enter the number of contacts that should go through this split or go down the winning path before it concludes
   • Split until a specific number of contacts have met winning conditions - enter the number of contacts that should go through this split before it concludes
5. Use the segment builder to create conditions that determine the winning path.
6. Click the “Save” button.

Split Test Options

“A specific date”: Contacts are split between Path A and B until the date specified. Once the date has passed, a winning path is determined by the conditions you have set. All contacts will go down that path moving forward.

“A specific number of contacts have been split”: Contacts are split between Path A and B until the number of contacts you have specified have been split. Once the contact count is reached, a winning path will be determined by the conditions you have set and all contacts will go down that path moving forward.

“A specific number of contacts have met winning conditions”: contacts will be split down Path A and B until the number of contacts you have met your winning conditions. Once the contact count is reached, a winning path will be determined by the conditions you have set and all contacts will go down that path moving forward.

With this option, the Split test will run for however long it takes for the number contacts you have specified to match your conditions. This may mean indefinitely if the specified amount of contacts may never meet the conditions you have set.

Create a conditional split within an automation

This split sends contacts down “Path A” until a condition(s) you set is met, then sends all new contacts down “Path B.”
Use case example: 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 who completes that action.

To add this action to your automation:

1. From your automation, click “Conditions & Workflow,” then drag the “Split” action to your automation.
2. A modal window will appear. Click the "Conditional Split" option, then click “Continue.”
3. Set the conditions for your split. You can select “A specific date” or “A specific number of contacts have been split.”
   • “A specific date” - Contacts are split evenly between Paths A and B until a date you specify. For this option, enter the date you want the split to conclude, then click the “Save” button
   • “A specific number of contacts have been split” - There are two ways to set up this condition:
     • “Number of contacts been sent down Path A” - Enter the number of contacts who should go down Path A. Once that number is achieved, contacts will go down Path B
     • “Number of contacts have met conditions” - Enter the number of contacts who should meet your conditions to go down path A. Once that number is reached, contacts will move down Path B. Use the segment builder to create your conditions