This article summarizes common marketing use cases of the MAAC Journey feature to help marketers and Customer Success Managers (CSMs) understand how to best apply automated journeys for personalized and efficient customer communication flows.
For a feature overview, please refer to: Tutorials｜Customer Journey ✨ New ✨
Tag-Based Trigger: Automatically trigger journeys when a tag is applied
Use Cases
- Send a satisfaction survey when the “Paid” tag is applied
- Launch a welcome flow when the “New User” tag is applied
How to Set Up
- Select “Tag” as the trigger condition (MAAC or CAAC only)
- Specify the tag name and data source
- Design follow-up actions: message node, delay, additional tagging, etc.
Notes
- You can only select either MAAC or CAAC as the tag source (not both)
- Each contact can only trigger a tag-based journey once per hour
Message Interaction Trigger: Start a journey based on user actions
Use Cases
- Start a follow-up sales journey when a user opens a specific message
How to Set Up
- Select "LINE Event - Message Opened" as the trigger condition
- Configure the flow after the trigger, such as sending a delayed message or branching
Notes
- Only supports LINE elements with tracked events (e.g., messages, buttons, rich menus)
Friend Join Trigger: Welcome New Contacts Immediately
Use Cases
- When a user adds the brand’s LINE Official Account, the journey is automatically triggered to send a welcome message, onboarding guide, or introductory offer. This helps improve conversion and retention from the very beginning.
How to Set Up
- Select the trigger condition “LINE Event – New Contact Added.”
- Configure the follow-up flow, such as sending a welcome message, guiding the user through a purchase path, or creating branch processes.
Notes
- Ensure the LINE Official Account is correctly integrated with MAAC. It is recommended to use a delay node to avoid overwhelming users with multiple messages at once.
Friend Block Trigger: Shift to Alternative Communication Channels
Use Cases
- When a user blocks the brand’s LINE Official Account, the journey is automatically triggered to apply a tag. Afterwards, follow-up actions can be taken through other channels (such as Email or SMS) to send surveys, collect feedback, or offer win-back promotions in order to understand the reason for blocking and maintain customer relationships.
How to Set Up
- Select the trigger condition “LINE Event – Contact Blocked.”
- Configure the flow after the trigger to apply a specific tag.
- Use segmentation filters to target these contacts and send SMS campaigns.
Notes
- The trigger condition only represents the “Contact Blocked” event. Follow-up marketing actions must be carried out via other channels. It is recommended to tag blocked users for segmentation and performance tracking.
Website Behavior Trigger: Trigger journeys based on user actions on your website
Use Cases
- When a user adds a product to cart on your website, trigger a sales journey via LINE
How to Set Up
- Select "GA Event" as the trigger condition
- Configure the flow after the trigger, such as sending a delayed message or branching
- For more precise targeting of high-intent traffic, you can add Filter conditions to the trigger node. Select SDK Page view and configure viewed times, duration per view, and tracking window (e.g., 5 or more visits with 10+ seconds duration in the past 7 days). The same conditions can also be used in branch node Check conditions. 👉 See Feature Description｜Omnichannel Customer Journey — Check Conditions: SDK Web Events
Notes
- Only supports LINE elements with tracked events (e.g., messages, buttons, rich menus)
Branch Node Applications: Split user paths for personalized handling
Use Cases
- Offer extra discounts based on whether a user clicked a message
- Deliver different content depending on whether a contact has the "High Value" tag
How to Set Up
- Insert a "Branch Node" in your flow
- Define branching conditions (e.g., has specific tag, message opened)
- Design custom content and actions for each path
Delay and Schedule Nodes: Control the pacing of communication
Use Cases
- Send onboarding tutorials one hour after registration
- Remind users 3 days after they open a promo message
How to Set Up
- Insert a "Delay" or "Scheduled Time" node
- Set delay duration in minutes/hours/days or a specific time slot
- Continue with message or tag actions
Add/Remove Tag Node: Record and classify user behavior
Use Cases
- Automatically tag a user as “Engaged_Promo” after they open a LINE campaign message
- Remove the “HighPotentialBuyer” tag after a user completes a purchase on your website
How to Set Up
- Insert an "Add/Remove Tag" node after any action
- Configure the tag to be applied or removed
Node Performance Analysis: Identify optimization opportunities
Available Metrics
| Node Type | Metrics |
|---|---|
| All Nodes | Traffic (trigger count), Unique Contact Count |
| Message Nodes | Push Count, Open Rate, Click Rate, Order Count, Revenue |
| Branch Nodes | Volume and ratio of contacts per path |
| Tag Nodes | Execution Count, Number of Affected Contacts |
Suggestions
- Identify underperforming nodes to optimize content or timing
- Use tag-based segmentation to track behavior of specific groups
Advanced Use Case: Automatically switch rich menus based on contact tags
Use Cases
- Display different rich menus for contacts tagged as VIP or Campaign Participants
How to Set Up
- In the Rich Menu settings, assign specific menus to specific tags
- Create a new journey or edit an existing one
- In the journey flow, set an action node to "Add Tag" (e.g., VIP_USER)
- When a contact reaches this node and receives the tag, the system will automatically switch their visible rich menu
Notes
- If multiple rich menu tags are applied to the same contact, the display order cannot be guaranteed
- We recommend assigning only one rich menu tag per journey, or removing old tags before applying a new one
- You can also use a Branch Node to split contacts and ensure only one tag is applied per path
- For more details, see: Tutorial｜Personalized Rich Menu
WhatsApp Lead Generation: Automatic Nurturing and Handover
Use Cases
- Brands use Click-to-WhatsApp (CTWA) ads or their website to attract prospects into WhatsApp and want to filter and nurture them automatically.
- Brands need 24/7 automated follow-up and want to hand off live conversations to human agents the moment a customer replies.
How to Set Up
- Choose [WhatsApp Contact Message] as the trigger and select "First Message" (default) in the "When a contact replies" dropdown.
- Connect a [Send WhatsApp Message] node to send a welcome message or product introduction (using an approved WhatsApp template).
- Add a [Wait Until] node configured for the "Replied" event with a recommended wait time of 24 hours. The system uses real-time detection: as soon as the contact replies, they immediately enter the "Yes" path without waiting out the full duration.
- Yes path: apply the "WA_Lead" tag to mark the contact as a high-intent lead, then hand them over to a CAAC human agent.
- No path: send a nurturing template (such as a product brochure or limited-time offer) to keep the lead warm. No additional delay is required.
💡 Apply the Pre-built Template in One Click
You can build this flow quickly by applying the built-in "WhatsApp Lead Generation" pre-built template in MAAC, with no setup from scratch required. The template comes with sensible defaults (24-hour wait time, First Message ON, and so on). After applying the template, you can adjust the tag name, nurturing message content, and wait time to match your brand's needs.
You can build this flow quickly by applying the built-in "WhatsApp Lead Generation" pre-built template in MAAC, with no setup from scratch required. The template comes with sensible defaults (24-hour wait time, First Message ON, and so on). After applying the template, you can adjust the tag name, nurturing message content, and wait time to match your brand's needs.
Notes
- WhatsApp message nodes only support approved Template Messages. Make sure the template has been approved by Meta (status = APPROVED).
- The "First Message" trigger is determined by the
last_message_timefield. When this field is empty (NULL), the system treats the next message as the contact's first message. If a contact opts out of WhatsApp and later opts in again, the next first message also qualifies as a new "First Message." - The Wait Until node uses real-time monitoring: the contact moves to the next node as soon as they reply, without waiting out the full duration.
- We recommend pairing this flow with a [Channel Reach] node at the start to confirm the contact is still in a WhatsApp-reachable (Opt-in) state, which helps avoid invalid sends.
📌 Further Reading
👉 Feature Description | Omnichannel Customer Journey (Trigger conditions, the Wait Until node, and the "First Message" detection logic)
👉 Tutorial | WhatsApp Opt-in and Opt-out Mechanism (Managing WhatsApp contact subscription status)
👉 Tutorial | How to Create and Submit a WhatsApp Message Template for Review (WhatsApp template creation and Meta review process)
👉 Feature Description | Omnichannel Customer Journey (Trigger conditions, the Wait Until node, and the "First Message" detection logic)
👉 Tutorial | WhatsApp Opt-in and Opt-out Mechanism (Managing WhatsApp contact subscription status)
👉 Tutorial | How to Create and Submit a WhatsApp Message Template for Review (WhatsApp template creation and Meta review process)