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What are moments?

Moments are automated playbooks for your team. When a customer does something important — like showing signs of leaving or completing a trial — a moment kicks in and automatically takes action. It might send an email, alert your team on Slack, or create a task. Moments help you respond to customer behaviors at scale without manual effort.

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Moment goals

Each moment is categorized by its goal, which describes what you are trying to achieve:
GoalPurpose
ActivateOnboard and activate new customers
ConvertDrive upgrades and conversions
GrowExpand account value
RecoverRe-engage lapsed customers
OtherCustom use cases

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Viewing moments

  1. Click Moments in the top navigation
  2. Browse moments grouped by goal
  3. Each moment shows its name, action status, exit outcomes (success vs. failed percentages), and the number of affected accounts
  4. Use the search bar to find specific moments
Moments list grouped by Activate, Convert, Grow, and Recover goals showing account counts and success percentages

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Creating a moment

1

Click New Moment

Open the Moments page and click the New Moment button.
2

Enter a name and description

Give your moment a clear name that describes what it does (e.g., “Trial expiration follow-up”).
3

Select a goal

Choose from Activate, Convert, Grow, Recover, or Other.
4

Choose what to track

Select the data source for this moment: Product usage, Revenue, or Product + Revenue.

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Configuring moment rules

Moment rules define when a moment starts and when it ends. This determines which accounts enter the moment and how success or failure is measured.

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Start rule

The start rule defines when the moment begins for an account.
  1. In the moment detail page, find the When this Moment starts section
  2. Choose an activity trigger (e.g., “Trial Ending Soon” or “Payment Failed”)
  3. Optionally add filters to narrow which accounts qualify
Example: Start this moment when a customer’s trial is about to end. You could add a filter so it only applies to accounts on a specific plan.

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End rules

End rules define when the moment completes for an account.
  1. Find the This Moment ends when section
  2. Add one or more end conditions
  3. Tag each end condition as a Success or Failed outcome
Example: A moment could end successfully when the customer upgrades to a paid plan, and end as failed if the trial expires without an upgrade. You can have multiple end conditions for each outcome type.
Moment detail page showing start and end rules, action steps with delays, and exit breakdown percentages

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Adding action steps

Steps define what happens during a moment. They are the automated actions that run when an account enters the moment.
  1. Click Add Step in the Steps section
  2. Choose an action type from the table below
  3. Configure the action details (template, recipient, channel, etc.)
  4. Set an optional delay before the action executes (minutes, hours, or days)

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Action types

ActionWhat it does
Send EmailSends an email using a template with personalized variables
Send NotificationSends an in-app notification
Send Slack MessagePosts a message to a Slack channel
Create Attio TaskCreates a task in Attio CRM with a deadline
Send WebhookCalls an external URL (supports GET, POST, PUT, DELETE, PATCH, HEAD, and OPTIONS methods)
Steps run in order from top to bottom. You can drag and drop steps to reorder them. Use delays between steps to space out your outreach — for example, send an email immediately, then follow up with a Slack message 2 days later.

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Managing moments

Once a moment is created, you can manage it in several ways:
  • Enable or disable actions — Toggle the actions switch to start or pause a moment’s automated actions
  • Duplicate — Create a copy of a moment with all its rules and steps, which is useful for creating variations
  • Delete — Permanently remove a moment
Deleting a moment is permanent and cannot be undone. Consider disabling it first if you might want to reuse it later.

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Viewing affected accounts

Click the account count on any moment to see which accounts are currently in that moment. This helps you understand how many customers are being engaged by each playbook and monitor progress in real time.
  • Emails are used as action steps within moments. Create email templates first, then add them as steps in your moment workflow.
  • Revenue Stages and Product Stages provide the account context that powers moment rules and triggers.
  • Slack, Attio, and Webhooks can be used as action types within moment steps.