Journeys
What the Journeys domain tests
Journeys orchestrate multiple steps across channels and time. The exam tests entry and exit logic, branching, delays, re-entry, and goal measurement-not just whether you can add a send step.
Core rules
- Journey types: Standard journeys accept entries from a List, Audience, or API call; Recurring journeys open on a schedule; Triggered journeys start from a specific event. Match the type to how the user becomes eligible.
- Entry and exit: define entry rules and exit criteria explicitly. Exit criteria such as “purchase completed” or “unsubscribed” stop the journey and prevent later steps. Re-entry settings decide whether a user can re-enter after exiting and how many times.
- Steps: Send, Delay, Filter/branch, Update User Profile, Webhook, Add to List/Remove from List, and Holdout. Delays can be a duration or a fixed time. Filters evaluate in order, so branch order changes who receives what.
- Goals: attach a conversion event and attribution window so journey performance is measurable.
Worked example
A welcome journey enters users when their profile is created. Step 1: Delay 1 hour. Step 2: send welcome email. Step 3: Delay 2 days. Step 4: Filter-if the user opened the email, send a push; otherwise send an SMS. Exit on first purchase. Reasoning: the delay avoids racing profile creation; the filter uses observed behavior to choose channel; the exit prevents promotional messages after conversion.
Traps
Leaving exit criteria blank causes post-purchase sends. Placing a filter before a delay can branch on stale behavior. Allowing unlimited re-entry creates duplicates. Using a journey for a one-time blast adds unnecessary complexity; use a campaign instead.