Conditional triggers let you filter who actually enters a flow. By adding optional rules to a trigger, you ensure a flow only runs for contacts that match your criteria — and everyone else is dropped cleanly, before they consume a flow execution.
Why use them
Without conditions, a trigger fires for every contact that meets the base trigger type (for example, a keyword match). That can inflate your analytics with contacts you never intended to reach.
With conditions, you keep the audience tight at the entry point:
Cleaner trigger analytics — only genuine matches are counted as triggered, so your numbers reflect the audience you actually targeted.
Immediate drop-off — contacts who don't meet the conditions are dropped at the trigger instead of walking partway into the flow.
Full visibility — non-matching executions are still logged and reflected in flow analytics, so you can see how many contacts were filtered out and why.
How it works
A trigger has two parts: the trigger type (what starts the flow, e.g. Keyword Match) and the optional trigger conditions (who is allowed through).
When a contact hits the trigger:
The trigger type is evaluated first (e.g. did the message contain a keyword?).
If trigger conditions are defined, the contact is checked against them.
Contacts who match enter the flow and count as triggered.
Contacts who don't match are dropped immediately. The execution is logged but not counted as triggered.
Setting up conditions
Open the Trigger panel and find the Trigger conditions card.
Click Set up to open the rule builder.
Choose the match logic at the top:
All — the contact must meet every rule.
Any — the contact must meet at least one rule.
Define each rule. Rules can be based on
Properties of a contact, e.g. tags
Past actions and other contact data available in your workspace.
Click Add rule to stack additional conditions.
Tips
Use All for narrow, high-intent audiences; use Any to widen the net across several qualifying signals.
Stack multiple rules to combine property checks (e.g. tag and attribute) for precise targeting.
Review filtered-out counts in flow analytics to understand how much of your incoming traffic the conditions are removing — a useful signal for refining segments.