The Path Optimizer condition automatically directs users to the best-performing journey branch based on real-time engagement or conversion data.

Rather than distributing users equally across variants and manually checking performance, this node uses statistical learning to evaluate outcomes and adjust user routing in real time.

You select a metric (Clicks or Conversions), and the system tracks each branch's performance, optimizing which variant gets more traffic as data accumulates.

Use this condition when you want to optimize user routing based on ongoing performance.

When users pass through the Path Optimizer node, they are initially distributed evenly across all defined branches. As real-time performance data (based on the selected success metric) accumulates, the system automatically adjusts routing to favor the branches that are performing better.

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Important Points to Remember

• Choose Clicks when the goal is to maximize engagement (e.g., message interactions), and choose Conversions when the goal is to drive specific outcomes like purchases or sign-ups.
• You must include at least one communication channel node (Email, SMS, WhatsApp, etc.) in each branch.
• For Conversions, ensure a Journey Goal is set. Without it, the optimizer cannot function.
• You cannot publish the journey until these conditions are satisfied.
• Re-deploying the journey resets the Path Optimizer node—treating it as a fresh start with no prior winner or metric data.

Business Use Cases for Path Optimizer

The Path Optimizer can be applied across various industries to test and improve message performance, timing, and conversion outcomes. Below are common real-world use cases categorized by vertical: