Filter Tiles

With filter tiles, you can send users down different paths in a journey based on their individual attributes and behavior. There are four types of filter tiles:

• A/B Split
• Yes/No Split
• Attribute Split
• Send to Journey

# In this article

# A/B Split tiles

A/B Split tiles let you add A/B tests to a journey. For example, you could use an A/B Split tile to determine which version of a campaign leads to more conversions.

To set up an A/B Split tile, add the number of branches you want and what percentage of users should travel down each branch. You can add up to 10 branches, and the percentages you set must add up to 100%.

# Yes/No Split tiles

Yes/No Split tiles let you send users down different paths in a journey, depending on whether or not they have completed some action or have certain data on their user profile. For example, you could use a Yes/No Split tile to send different coupons to users who have made a purchase before and those who haven't. Users who match your criteria are sent down the Yes branch, and users who don't are sent down the No branch.

There are three filtering options:

• User profile fields and event history — Checks a user's entire profile and event history to determine if they match your filtering criteria.
• Live Data tiles (beta) — Checks data fetched in a preceding Live Data tile to determine if users match your filtering criteria.
• This journey's triggering event — Checks data from the single event that added the user to the journey.

The Split Criteria section works the same way as the query builder in Iterable's Segmentation tool. You can add multiple criteria groups and search criteria, and require users to have any, all, or none of the criteria you set up. For optimal journey performance, it's best to include all of your filtering criteria within one Yes/No Split tile. (See Optimizing Journey Performance to learn more.)

Before you enable the tile, you can test your split criteria by making sure a few sample users go down the paths you expect them to. First, make sure that all of your split criteria are filled out and valid. (If there are any problems, you'll see a warning message and the affected fields will be highlighted in red.)

Once all of your split criteria are filled out and valid, click Preview results to see how users will flow through the tile once the journey is published and turned on. Add some sample users by Email and/or User ID, then click Check. You'll see whether each sample user would flow down the Yes or No branch if they were to go through the tile with its current settings.

# Attribute Split tiles

Attribute Split tiles let you send users down different paths in a journey based on individual user attributes (like location or favoriteColor). This data can be matched from user profiles or data fields fetched in a preceding Live Data tile (beta).

First, select an Attribute from the dropdown menu to filter by. This is a list of user profile fields available to split users into different branches.

Then, in the Values section, enter the values you want to split users by.

After you've entered your values, you can choose to remove the Everyone Else branch by unchecking the checkbox if you don't plan to use it.

Once you've entered the values and created your branch splits, you can proceed to develop each branch by adding the steps that take users down their journey path.

# Values and branch limits

In the Values section, each value you enter creates one branch.

You can:

• Type values manually to create branches.
• Select existing values from the dropdown, if your project already has known values for that attribute.
• Use regular expression patterns for matching. For details, see Regular expression matching in Attribute Split values.

You can add up to 10 values to an Attribute Split tile. This creates up to 10 value-based branches.

If a user matches more than one value, they continue down the first matching branch. Iterable checks matches from left to right on the tile.

# Regular expression matching in Attribute Split values

Attribute Split tiles can check for exact value matches or regular expressions (regexes). When your value includes regex characters (such as ., *, or |), the tile interprets that value as regex.

If you use regex characters accidentally, users can go down an unexpected path. For example, a profile field like trainerName may contain the literal value Cardio Carly | Fiterable Fitness. If you enter that value in an Attribute Split, Iterable interprets | as regex OR, which can match partial values such as Cardio Carly instead of the full text.

If you want a literal match, and your value includes regex characters, escape those characters with \ (for example, Cardio Carly \| Fiterable Fitness).

To learn more about regex patterns in Iterable, see Creating a regex pattern in the Handlebars reference guide.

# Everyone Else branch

By default, Attribute Split tiles include an Everyone Else branch for users who don't match any of the values you entered.

The Everyone Else branch doesn't count toward the 10-value limit. This means you can have up to 11 total branches: 10 value-based branches plus the Everyone Else branch.

If you want non-matching users to exit the journey, remove Everyone Else or leave it unconnected. To remove it, enter at least two split criteria values, then uncheck Add an "Everyone Else" branch in the tile editor.

# Example: Sending based on user attributes

Let's say you work for a pet company, and you want to send a health quiz to pet owners. You could use an Attribute Split tile to filter users by the species of pet they own and send the right quiz to each type of pet owner. Here's how you might do that:

# Send to Journey tiles

Send to Journey tiles let you add users to another journey. For example, you could use this tile to add users to a promo sequence after they've opted in to receive marketing messages from your brand.

When a user reaches a Send to Journey tile, they’re added to the linked journey, while also continuing down the path they're on in the original journey.

When you use the Send to Journey tile, the triggering data from the original journey is available in the linked journey.

# Example: Sending based on user action

You could use a Send to Journey tile to add users to a product review sequence after they complete a purchase. Here's how you might do that:

# Tips and best practices

# Entry rules versus Yes/No Splits

Entry rules and Yes/No Split tiles work in a similar way, but they serve different purposes.

Entry rules prevent ineligible users from entering a journey. If you have a group of users who should not go through a journey, you can set up one or more entry rules in the Start tile to filter them out before they're allowed to enter the journey. This is more efficient than using a filter tile after the Start tile and can improve journey performance.

For users that meet your entry rule requirements and are allowed to enter a journey, you can use Yes/No Splits to direct traffic throughout the journey.

# Avoid adding a filter tile directly after the Start tile

If you try to check for a certain user profile field immediately after a user enters the journey, Iterable may not have enough time to update their user profile before the user reaches the filter tile. To prevent this, add a short delay between the Start tile and the filter tile.

# Avoid using multiple Yes/No Split tiles in a row

For optimal journey performance, it's better to include all of your filtering criteria within one Yes/No Split tile. (You can add multiple criteria groups and search criteria in the query builder.)

To learn more about setting up filter tiles efficiently, see Optimizing Journey Performance.