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Use branches in workflows

Last updated: December 7, 2023

Available with any of the following subscriptions, except where noted:

Marketing Hub Professional, Enterprise
Sales Hub Professional, Enterprise
Service Hub Professional, Enterprise
Operations Hub Professional, Enterprise

Use branches in workflows to send enrolled objects down multiple paths based on specific conditions.

Types of branch logic

In workflows, branches can be created based on the following logic:

  • Based on single property value (Value equals): automatically configure multiple branches based on properties. This type of branch cannot be configured with AND and OR criteria. Each branch action can create up to 250 unique branches for a single property. Example uses include:
    • Automatically creating a branch for each owner in a lead rotation workflow.
  • Based on matching filter criteria (If/then): manually configure multiple branches based on properties, activities, and more depending on the workflow type. You can configure this type of branch using AND and OR criteria to further filter enrolled records. Up to 20 unique branches can be created. Example uses include:
    • Branching enrolled contacts that have filled out a form.
    • Branching enrolled companies that are based in Boston AND have greater than three open deals.
  • Based on a single action outcome (Value equals): automatically configure multiple branches based on the status of a single action from earlier in the workflow.
    • Building a workflow that creates tasks, then delays contacts until the task is completed. The branch can then segment contacts by whether or not the task was completed.
  • Based on a random percentage (random split) (Marketing Hub Professional or Enterprise only): randomly split enrolled records into evenly sized groups for workflow experimentation. For example, marketers looking to encourage leads to sign up for an event, could send half of the eligible attendees an email and half of them an SMS, to see which strategy results in more registrations.

Before you get started 

Before setting up your workflow branches, please take note of the following recommendations: 

  • If your branch criteria is based on analytics such as page views, it's recommended that you add an 80 minute delay before the branch. This provides sufficient time for the analytics to update. Learn more about the frequency of HubSpot's analytics updates
  • If your branch criteria is based on a contact or associated contact engaging with content in a previous action in the workflow (e.g., contacts opening a marketing email sent in a previous action), add a delay before your branch to ensure that they have time to engage with your content.
  • If you're using a Value equals branch with the criteria based on a multi-checkbox type property, and your record has more than one value, the record will proceed down the None met branch as it is not an exact match. Instead, you can use an if/then branch instead and select the is any of criteria. 

Add a branch to your workflow

To add a branch action to a workflow:

  • In your HubSpot account, navigate to Automation > Workflows.
  • To edit an existing workflow, hover over the workflow, then click Edit. Or, learn how to create a new workflow.
  • Click the + plus icon to add a new action. add-branch-to-workflow
  • In the left panel, select Branch.
  • Select the type of logic for your branch.

select-branch-left-panel

  • Configure the branch based on the selected type:
    • Based on single property value (Value equals)
    • Based on matching filter criteria (If/then)
    • Based on single action outcome (Value equals)
    • Based on a random percentage (Random split) (Marketing Hub Professional or Enterprise only)

Configure a Based on a single property value branch

When creating a Based on single property value branch, you'll select criteria so that a record will proceed through the branch only if they match a certain value for a property.

  • In the left panel, to set your branch criteria, click the Property or value to branch on dropdown menu, then select a property. By default, the properties displayed are for enrolled records of the object on which the workflow is based (e.g., deal properties for a deal-based workflow). Learn how to add data sources, such as properties for associated records.
  • For checkbox and select-type properties, to create a separate branch for each value in the property, select the Create a separate branch for each value in this property checkbox.
  • In the top right of the panel, click Next.

value-equals-branch (1)

  • Set up the branches based on the value for the property or action:
    • To add a branch, click + Add a branch, then enter the branch value into the value field.
    • To remove a branch, click the delete delete icon next to the value.
  • Once you're done, click Save. The branch will appear in your workflow preview.
cake-preference-branch

Configure a Based on matching filter criteria branch

When creating a Based on matching filter criteria branch, you'll set up filters so that records that will proceed through a branch depending on if they meet the criteria you've set. You can add up to 20 branches to an if/then branch action.

  • In the left panel, in the Branch name field, enter a name for the branch.
  • Click + Add filter to select the filter type (e.g., select Call to filter based on associated call properties).
  • Select the property to filter based on, then set the criteria that will enroll records in the if/then branch. If/then branch criteria options function the same way as enrollment trigger criteria options.
  • To add multiple branches, click Add another branch. Then, select the criteria for the new branch. 

add-another-branch

  • To reorder branches, hover over the branch, then click and drag the blue drag handle to the desired location, or click the More dropdown menu and select Move up or Move down. Enrolled records will be evaluated against each branch in the order that the branches are set (i.e. if a contact meets the first branch criteria, they'll proceed down that YES branch without being evaluated against other branches).

reorder-branch

  • To clone a branch, hover over the branch, then click the duplicate clone icon.
  • To delete a branch, hover over the branch, then click the delete delete icon.
  • When you're done, click Save. The branches will appear in your workflow preview.

Configure a Based on a single action outcome branch

When creating a Based on single value outcome branch, you'll select criteria so that a record will proceed through the branch only if they complete a specific action in the workflow.

  • In the left panel, to set your branch criteria, click the Property or value to branch on dropdown menu, then select a property. By default, the properties displayed are for enrolled records of the object on which the workflow is based (e.g., deal properties for a deal-based workflow). Learn how to add data sources, such as properties for associated records.
  • For checkbox and select-type properties, to create a separate branch for each value in the outcome, select the Create a separate branch for each value in this property checkbox.
  • In the top right of the panel, click Next.

action-outcome-branch

  • Set up the branches based on the value for the action:
    • To add a branch, click + Add a branch, then enter the branch value into the value field.
    • To remove a branch, click the delete delete icon next to the value.
  • Once you're done, click Save. The branch will appear in your workflow preview.

Configure a random split branch (Marketing Hub Professional or Enterprise only)

When creating a random split branch, you can select the number of branches based on the number of segments you want. By adding additional branches it further distributes the split. For example, if you wanted a 50/50 split you would select two branches, or if you wanted to split your objects in three you would select a 33/33/33 split.

Records will be distributed between branches at random. The split will be approximately even where there is a minimum sample size of 100 records.

  • In the left panel, select the number of branches based on the number of segments you want. 
  • Click + Add a branch to further split the distribution of the objects.
  • To delete a branch, click the delete delete icon.

add-split-branch

Add actions after the branch

After setting up your branches, you can add actions below each branch. 

  • Click the + plus icon to add an action under a YES branch or under the NO branch. In the example below, if a contact has filled out the a specific campaign form, they will go down the YES path. If they have not filled out the form, they will go down the NO path.form-submission-branch
  • Click the + plus icon to add more actions if needed. Enrolled records will complete the workflow after the last action in the branch.

Test the branch

You can test all workflow actions to see how a record would go through your branches.

Clean up your branches

Suggestions will be made for branches that are added to your workflow. When a branch is added an alert may display in the top left to let you know that there are alternate branching options available. When using the clean up functionality, it will only change branch actions. Recommendations help to optimize the structure of the branches by formatting them in the most concise way, but the behavior of the workflow will not be changed.

To review the proposed improvements:

  • In the top left, click Clean up.
  • Review the proposed changes to your branches.
  • To accept the suggested change, click Accept changes.
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