Conditions & Branching
An If/Else step splits an automation into two paths based on a condition. It is how one automation handles several outcomes instead of forcing you to build a separate flow for each case. If/Else is a Pro action.
What a condition can test
Section titled “What a condition can test”A condition compares a field using an operator against a value.
Fields
Section titled “Fields”The condition builder can test these contact fields:
- First name, Last name, Email, Phone
- Status (Subscribed, Unsubscribed, Pending, Bounced). See Contact Status
- Contact type (Lead or Customer)
- Source
- City, State, Country, Postal code
You can also test tags, lists, and custom field values.
With Pro and WooCommerce, the builder adds commerce fields such as lifetime value, order count, and days since last order.
Operators
Section titled “Operators”| Operator | Meaning |
|---|---|
| Equals | The value matches exactly |
| Not equals | The value does not match |
| Contains | The value appears somewhere in the field |
| Does not contain | The value does not appear |
| Starts with | The field begins with the value |
| Ends with | The field ends with the value |
| Is empty | The field has no value |
| Is not empty | The field has any value |
With Pro, numeric commerce fields also support greater-than and less-than for range checks such as lifetime value above a threshold.
How branching works
Section titled “How branching works”When the flow reaches an If/Else step, PrimoCRM evaluates the condition for that contact:
- If the condition is true, the contact continues down the Yes branch.
- If it is false, the contact continues down the No branch.
Each branch has its own steps. A branch can rejoin the main flow later or end on its own.
A worked example: trial follow-up
Section titled “A worked example: trial follow-up”- Trigger: Tag added
trial. - Wait: 7 days.
- If/Else: does the contact have the tag
upgraded?- Yes: end the automation. They already converted.
- No: send a “your trial is ending” email, then wait 2 days, then send a discount offer.
This single automation both stops bothering customers who converted and nudges those who did not.
Tips for readable branches
Section titled “Tips for readable branches”- Keep conditions simple. If you need many nested branches, consider splitting into separate automations joined by tags.
- Use a tag to record the outcome of a branch, so later steps and other automations can react to it.
- Test each branch by running a single contact who matches each case.
See Triggers and Actions for where If/Else sits in the action catalog, and Automations Overview for the basics of building a flow.