What is Flow filter?
A flow filter is a rule on a flow that decides which people are allowed to enter it or continue through it, such as excluding anyone who has already purchased.
Trigger filters apply when a person qualifies to enter. Profile filters apply at each step when the message is about to send, so someone who stops meeting the condition is skipped.
Typical ecommerce uses include excluding recent purchasers from a promotional flow, limiting a flow to a country or product line, and keeping people on the suppression list out entirely.
Filters are a common reason a flow seems to send nothing. When troubleshooting, check whether the filters are removing the people you expected to reach.
A worked example.
A hypothetical coffee roaster has a browse flow filtered to exclude anyone who bought in the last two weeks. A customer who buys the day after browsing is skipped at the next step, so they never get a reminder for something they already own.
Common mistakes.
- Adding filters that exclude almost everyone
- Forgetting to exclude recent purchasers
- Never checking why a flow has low entry volume
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