In Inflection, tokens are elements that reference an attribute or calculation related to a contact, user, org, or account. They are used to personalize journeys and emails.

Token categories & examples

We think of tokens in 3 categories:

(1) Fields in Inflection

On the contact: first name, company name, lead score, email address, job title, phone number, etc.
On the user: role, last login date, user ID, permissions level, etc.
On the org (or workspace): plan, workspace created date, feature enabled, organization ID, subscription tier, billing status, etc.
On the account: AE, CSM, renewal date, contract value, health score, onboarding status, etc.

(2) Simple calculations

Sums: like summed intent and fit scores (+)
Concatenations: like full name concatenation; first name & last name (concat())
If statements: if user role = “Admin”, show admin-specific content; if login count > 10, return “Active User”; etc. (if())
For a full list, visit our tokens glossary

(3) Advanced functions

User-level aggregations:
- Number of times a user has completed a specific event (countIf)
- User’s most recent product events (getMostRecentProductEventUser)
- Top event properties for a specific user (topEventPropertyValuesUser)
- For a full list, visit our tokens glossary
Workspace-level aggregations:
- Number of times a specific event has occurred in a workspace (countIfPersonsGroup)
- Top users by events in a workspace (topEventPropertyValuesOrg)
- Whether any user in the workspace has performed specific actions (countIfPersonsGroupPersonField)
- For a full list, visit our tokens glossary

Similar to Excel formulas, calculations and advanced functions can be nested. More on syntax and use of tokens, below.

Where to use tokens

Tokens are used to personalize journeys and emails.

Tip: To use token values as audience criteria, leverage a journey that sorts contacts into static lists, based on the token value. (1) Build a journey that branches users or contacts by token (note: this will count as an MMC journey); (2) Add users or contacts to static lists based on their token values; (3) Reference the static lists in the dynamic list.

Tokens in emails

Once you’ve created your token, follow the following methods to use the token in an email.

As email copy

To include a token in email copy:

In a text content block, select Tokens in the menu.
Search for and select the token to include.
Once selected, the token will appear in the email as below. Note that the token will take on the formatting of the text block its in.

In the subject line

To include a token in the subject line of the email, begin typing the field or token you wish to include.

Once selected, the token will appear in the subject line as below.

Token displayed in the email subject line

As an image

To use a token to display a dynamic image in an email, drag an image block onto the email and enable Dynamic image. Then copy/paste the token into the Dynamic Url editor.

Dynamic Url editor with a token pasted in

Tip: To ensure the correct syntax, follow the steps to insert the token in the subject line. Copy the token and paste it into the Dynamic Url editor.

As a link

To use a token to create a personalized link, copy/paste the token in the Url editor. Note that the syntax is slightly different (single quotes rather than double).

Url editor with a token using single-quote syntax

Tip: To ensure the correct syntax, follow the steps to insert the token in the subject line. Copy the token and paste it into the Url editor. Replace the double quotes with single quotes.

Tokens in journeys

To use a token to determine the path of a journey, use the Branch by token flow step.

Testing

In the token editor

Test token values directly in the editor. Add a contact to the preview table and click Add to preview.

Token editor preview table with the Add to preview button

Once added, view the token output value and variables used to calculate it. The variables visible in the preview editor will change depending on the variables used in the token calculation.

Token preview showing the output value and calculation variables

Note that the token must be saved to test it.

In the email editor

To test a token in an email, follow the testing steps detailed in the Visual Email Editor doc. Note that when sending an email test where the email contains a token, a contact with a token value is required to send the test email.

In a journey canvas

To test a token in a journey, clone the journey and replace all actions in journey paths with an add to static list flow step. This will provide a preview for how pathing will behave in the actual journey.

Cloned journey using add to static list flow steps to preview token pathing

Tokens glossary

Simple calculations

abSplit(n)

Formula: abSplit(2)Components: n = number of splits for A/B testingUse Case: Randomly assign users to different test groups for A/B testing campaignsExample: abSplit(3) assigns users to groups 1, 2, or 3 for testing three email variants

add (+)

Formula: value1 + value2Components: value1 and value2 = numbers to add or strings to concatenateUse Case: Calculate totals or combine text fieldsExample: column("deal_value") + column("upsell_value") to get total opportunity value

and

Formula: condition1 and condition2Components: condition1 and condition2 = Boolean expressionsUse Case: Combine multiple conditions for complex logicExample: column("status") == "Active" and column("last_login") >= now()-30 for active recent users

capitalize()

Formula: capitalize(string)Components: string = text to capitalizeUse Case: Format names with proper capitalizationExample: capitalize(column("first_name")) converts “john” to “John”

column()

Formula: column("field_name")Components: field_name = name of the data field to referenceUse Case: Reference contact, user, org, or account fields in calculationsExample: column("company_name") retrieves the company name field

concat()

Formula: concat(string1, string2, ...string_n)Components: string1, string2, etc. = text values to combineUse Case: Combine multiple fields into a single text valueExample: concat(column("first_name"), " ", column("last_name")) creates full name

concatWithSpace()

Formula: concatWithSpace(string1, string2, ...string_n)Components: string1, string2, etc. = text values to combine with spacesUse Case: Combine text fields with automatic spacingExample: concatWithSpace(column("first_name"), column("last_name")) creates “John Smith”

contains()

Formula: contains(text, search_value)Components: text = text to search in, search_value = text to findUse Case: Check if a field contains specific textExample: contains(column("job_title"), "Manager") returns true if title contains “Manager”

dateTimeFormat()

Formula: dateTimeFormat(date_time, format_string)Components: date_time = date field, format_string = desired format patternUse Case: Format dates for display in emailsExample: dateTimeFormat(column("renewal_date"), "%m/%d/%y") formats as “12/15/24”

divide (/)

Formula: value1 / value2Components: value1 = dividend, value2 = divisorUse Case: Calculate percentages or ratiosExample: column("closed_deals") / column("total_leads") for conversion rate

endsWith()

Formula: endsWith(text, suffix)Components: text = text to check, suffix = ending text to matchUse Case: Filter records based on text endingsExample: endsWith(column("email"), ".edu") identifies educational email addresses

equal (==)

Formula: value1 == value2Components: value1 and value2 = values to compareUse Case: Compare field values for conditional logicExample: column("plan_type") == "Enterprise" checks for enterprise customers

greater_than (>)

Formula: value1 > value2Components: value1 and value2 = values to compareUse Case: Compare numeric values or datesExample: column("deal_size") > 10000 identifies large deals

greater_than_or_equal (>=)

Formula: value1 >= value2Components: value1 and value2 = values to compareUse Case: Set minimum thresholdsExample: column("lead_score") >= 80 for high-quality leads

hash()

Formula: hash(string, seed)Components: string = text to hash, seed = number for randomizationUse Case: Create consistent random assignments based on user dataExample: hash(column("email"), 0) creates consistent hash for email personalization

if()

Formula: if(condition, value_if_true, value_if_false)Components: condition = boolean test, value_if_true = result when true, value_if_false = result when falseUse Case: Conditional content or calculationsExample: if(column("plan") == "Pro", "Premium Features", "Standard Features") for plan-specific messaging

isEmpty()

Formula: isEmpty(value)Components: value = field or expression to testUse Case: Check for empty or null fieldsExample: isEmpty(column("phone_number")) returns true if phone is blank

isNotEmpty()

Formula: isNotEmpty(value)Components: value = field or expression to testUse Case: Verify required fields have valuesExample: isNotEmpty(column("company_name")) confirms company name exists

join()

Formula: join(separator, string1, ...string_n)Components: separator = text between values, string1, etc. = values to joinUse Case: Combine multiple values with custom separatorsExample: join(", ", column("city"), column("state")) creates “Austin, TX”

length()

Formula: length(value)Components: value = text or array to measureUse Case: Count characters in text or items in listsExample: length(column("description")) returns character count

lesser_than (<)

Formula: value1 < value2Components: value1 and value2 = values to compareUse Case: Find values below thresholdsExample: column("days_since_login") < 7 for recently active users

lesser_than_or_equal (<=)

Formula: value1 <= value2Components: value1 and value2 = values to compareUse Case: Set maximum limitsExample: column("team_size") <= 50 for small to medium teams

mod (%)

Formula: value1 % value2Components: value1 = dividend, value2 = divisorUse Case: Create patterns or cyclesExample: hash(column("email"), 0) % 2 for even/odd splitting

multiply (*)

Formula: value1 * value2Components: value1 and value2 = numbers to multiplyUse Case: Calculate totals or scale valuesExample: column("seat_count") * column("price_per_seat") for total cost

not()

Formula: not(boolean_value)Components: boolean_value = true/false expression to reverseUse Case: Invert boolean conditionsExample: not(column("unsubscribed")) to find subscribed users

not_equal (!=)

Formula: value1 != value2Components: value1 and value2 = values to compareUse Case: Exclude specific valuesExample: column("status") != "Canceled" for active accounts

now()

Formula: now()Components: NoneUse Case: Get current date/time for calculationsExample: now() - column("created_date") for account age

or

Formula: condition1 or condition2Components: condition1 and condition2 = boolean expressionsUse Case: Create inclusive conditionsExample: column("source") == "Website" or column("source") == "Referral" for organic leads

randint()

Formula: randint(start, end)Components: start = minimum value, end = maximum valueUse Case: Generate random numbers for testing or samplingExample: randint(1, 100) creates random number between 1 and 100

replace()

Formula: replace(text, old_value, new_value)Components: text = original text, old_value = text to replace, new_value = replacement textUse Case: Clean or standardize text dataExample: replace(column("phone"), "-", "") removes dashes from phone numbers

round()

Formula: round(number, digits)Components: number = value to round, digits = decimal placesUse Case: Format numeric values for displayExample: round(column("conversion_rate"), 2) shows percentage with 2 decimal places

startsWith()

Formula: startsWith(text, prefix)Components: text = text to check, prefix = beginning text to matchUse Case: Filter records based on text beginningsExample: startsWith(column("phone"), "+1") identifies US phone numbers

stringToDateTime()

Formula: stringToDateTime(time_string)Components: time_string = date in text formatUse Case: Convert text dates to datetime for calculationsExample: stringToDateTime("2024-12-31") converts text to date object

subString()

Formula: subString(text, separator, position)Components: text = original text, separator = split character, position = which part to returnUse Case: Extract parts of text fieldsExample: subString(column("full_name"), " ", 1) extracts first name

subtract (-)

Formula: value1 - value2Components: value1 = starting value, value2 = value to subtractUse Case: Calculate differences or time spansExample: column("renewal_date") - now() for days until renewal

title()

Formula: title(string)Components: string = text to formatUse Case: Format text with proper title caseExample: title(column("job_title")) converts “product manager” to “Product Manager”

toLower()

Formula: toLower(string)Components: string = text to convertUse Case: Standardize text for comparisonsExample: toLower(column("industry")) converts all industry names to lowercase

toUpper()

Formula: toUpper(string)Components: string = text to convertUse Case: Format text for emphasis or standardizationExample: toUpper(column("state")) converts state abbreviations to uppercase

Advanced functions

Available operators

String Operators

= or is_one_of - equal to (accepts multiple values)
!= or is_not_one_of - not equal to (accepts multiple values)
contains - contains (accepts multiple values)
not_contains - does not contain (accepts multiple values)
begins_with - begins with
not_begin_with - does not begin with
ends_with - ends with
not_ends_with - does not end with
is_blank - blank (no arguments)
is_not_blank - not blank (no arguments)

Integer/Number Operators

= or is_one_of - equal to (accepts multiple values)
!= or is_not_one_of - not equal to (accepts multiple values)
> or greater_than - greater than
>= or greater_or_equal - greater than or equal to
< or less_than - less than
<= or lesser_or_equal - less than or equal to
between - between (inclusive) (requires 2 values)
number_not_between_includes_null - not between (requires 2 values)
number_is_null - blank (no arguments)
number_is_not_null - not blank (no arguments)
is_zero_or_blank - zero or blank (no arguments)

Boolean Operators

is_true - true (no arguments)
is_false - false (no arguments)

Date Operators

is_on - on (specific date)
not_on - not on (specific date)
before - before
after - after
on_or_before - on or before
on_or_after - on or after
date_between - between (inclusive) (requires 2 dates)
date_not_between - not between (requires 2 dates)
relative_in_past - in past (e.g., “in past 30 days”)
relative_timeframe - in relative timeframe between (inclusive)
date_is_null - blank (no arguments)
is_not_blank - not blank (no arguments)

Note: When referencing a product event in a token formula, write the event as it is recorded in Inflection, including spaces and capital letters as relevant.

allOrgs()

Formula: allOrgs()Components: NoneUse Case: Get list of all organizations in the tenant for cross-org analysisExample: allOrgs() returns array of all organization data

countIf()

Formula: countIf("product_activity", column, operator, value, [connector, column2, operator2, value2])Components: "product_activity" = table referenced, column = field to filter, operator = comparison type, value = filter valueUse Case: Count user-specific product eventsExample: countIf("product_activity", "event_name", =, "campaign_published") counts campaigns published by userExample filtered by date: countIf("product_activity", "event_name", =, "campaign_published", and, "event_date", >=, "2025-01-01") counts campaigns published by user after January 1, 2025

countIfPersonsGroup()

Formula: countIfPersonsGroup("product_activity", org_field, column, operator, value, [conditions])Components: "product_activity" = table referenced, org_field = organization identifier, column = field to filter, operator = comparison, value = filter valueUse Case: Count events across all users in an organizationExample: countIfPersonsGroup("product_activity", "User.org_id", "event_name", =, "user_login") counts all logins in workspace

countIfPersonsGroupPersonField()

Formula: countIfPersonsGroupPersonField("product_activity", column, operator, value, [conditions])Components: "product_activity" = table referenced, column = field to filter, operator = comparison, value = filter valueUse Case: Check if anyone in organization has performed an actionExample: countIfPersonsGroupPersonField("product_activity", "event_name", =, "integration_connected") checks if org has any integrations

getMostRecentProductEventAllUsers()

Formula: getMostRecentProductEventAllUsers(event_name, [properties], [filters], time_frame)Components: event_name = product event type, properties = fields to return, filters = conditions, time_frame = days to look backUse Case: Find the latest occurrence of an event across all usersExample: getMostRecentProductEventAllUsers("campaign_published", ["campaign_name"], [], 30) gets most recent campaign published anywhere

getMostRecentProductEventOrg()

Formula: getMostRecentProductEventOrg(event_name, [properties], [filters], time_frame)Components: event_name = product event type, properties = fields to return, filters = conditions, time_frame = days to look backUse Case: Find the latest event within user’s organizationExample: getMostRecentProductEventOrg("template_created", ["template_name"], [], 7) gets org’s most recent template

getMostRecentProductEventUser()

Formula: getMostRecentProductEventUser(event_name, [properties], [filters], time_frame)Components: event_name = product event type, properties = fields to return, filters = conditions, time_frame = days to look backUse Case: Find user’s most recent activity of a specific typeExample: getMostRecentProductEventUser("login", ["login_time"], [], 10) gets user’s last login details

getProductEventByAllUsers()

Formula: getProductEventByAllUsers(event_name, [properties], [filters], sort_field, sort_order, time_frame, limit)Components: event_name = event type, properties = fields to return, filters = conditions, sort_field = field to sort by, sort_order = asc/desc, time_frame = days, limit = max resultsUse Case: Retrieve events across all users with specific criteriaExample: getProductEventByAllUsers("campaign_created", ["campaign_name"], [], "event_date", desc, 30, 10) gets recent campaigns from all users

getProductEventByOrg()

Formula: getProductEventByOrg(event_name, [properties], [filters], sort_field, sort_order, time_frame, limit)Components: event_name = event type, properties = fields to return, filters = conditions, sort_field = sort field, sort_order = asc/desc, time_frame = days, limit = max resultsUse Case: Get organization-specific events with sorting and filteringExample: getProductEventByOrg("user_invited", ["invitee_email"], [], "event_date", desc, 7, 5) gets recent invitations in org

getProductEventByUser()

Formula: getProductEventByUser(event_name, [properties], [filters], sort_field, sort_order, time_frame, limit)Components: event_name = event type, properties = fields to return, filters = conditions, sort_field = sort field, sort_order = asc/desc, time_frame = days, limit = max resultsUse Case: Retrieve user’s events with specific parametersExample: getProductEventByUser("template_used", ["template_name"], [], "event_date", desc, 30, 5) gets user’s recent template usage

orgCount()

Formula: orgCount()Components: NoneUse Case: Count how many organizations a user belongs toExample: orgCount() returns number of orgs for multi-org users

topEventPropertyValuesAllUsers()

Formula: topEventPropertyValuesAllUsers(N, event_name, [properties], [filters], group_field, sort_order, time_frame)Components: N = number of results, event_name = event type, properties = fields to return, filters = conditions, group_field = grouping field, sort_order = asc/desc, time_frame = daysUse Case: Find top values across all users for analyticsExample: topEventPropertyValuesAllUsers(5, "page_viewed", ["page_name"], [], "page_name", desc, 30) gets most viewed pages

topEventPropertyValuesOrg()

Formula: topEventPropertyValuesOrg(N, event_name, [properties], [filters], group_field, sort_order, time_frame)Components: N = number of results, event_name = event type, properties = fields to return, filters = conditions, group_field = grouping field, sort_order = asc/desc, time_frame = daysUse Case: Identify top activity within an organizationExample: topEventPropertyValuesOrg(10, "feature_used", ["feature_name"], [], "feature_name", desc, 7) gets org’s most used features

topEventPropertyValuesUser()

Formula: topEventPropertyValuesUser(N, event_name, [properties], [filters], group_field, sort_order, time_frame)Components: N = number of results, event_name = event type, properties = fields to return, filters = conditions, group_field = grouping field, sort_order = asc/desc, time_frame = daysUse Case: Analyze user’s top activities or preferencesExample: topEventPropertyValuesUser(3, "email_clicked", ["link_url"], [], "link_url", desc, 14) gets user’s most clicked links

countPageVisits()

Formula: countPageVisits([condition], window)Components: condition (optional) = a web condition helper, or allOf()/anyOf(), to filter which page visits count; window = a number of rolling days, or a between() date range, to look backUse Case: Personalize based on how many times a contact visited a specific page or set of pagesExample: countPageVisits(urlContains("/pricing"), 30) → number of pricing-page visits in the last 30 days; Fallback: 0

lastPageVisitAt()

Formula: lastPageVisitAt([condition])Components: condition (optional) = a web condition helper to filter which page visit to match (no window - always returns the most recent match)Use Case: Trigger content based on when a contact last visited a pageExample: lastPageVisitAt(urlContains("/pricing")) → date/time of the contact’s most recent pricing-page visit; Fallback: 2000-01-01

lastPageVisit()

Formula: lastPageVisit(property, [condition])Components: property = one of url, page_title, referrer, utm_source, utm_medium, utm_campaign, utm_term, utm_content; condition (optional) = a web condition helper to filter which page visit to matchUse Case: Reference the specific page a contact last viewed in email copyExample: lastPageVisit("url", urlContains("/pricing")) → URL of the contact’s most recent pricing-page visit; Fallback: there

countEmailEvents()

Formula: countEmailEvents(action, window)Components: action = one of delivered, blocked, open, click, bounced, spam_reported, unsubscribed; window = a number of rolling days, or a between() date range, to look back (no condition helper for email events)Use Case: Personalize based on how engaged a contact has been with past emailsExample: countEmailEvents("click", 30) → number of email clicks in the last 30 days; Fallback: 0

lastEmailEventAt()

Formula: lastEmailEventAt(action)Components: action = one of delivered, blocked, open, click, bounced, spam_reported, unsubscribed (no window - always returns the most recent match)Use Case: Time a follow-up based on a contact’s most recent email activityExample: lastEmailEventAt("open") → date/time of the contact’s most recent email open; Fallback: 2000-01-01

lastClickedUrl()

Formula: lastClickedUrl()Components: NoneUse Case: Reference the last link a contact clicked to follow up on their interestExample: lastClickedUrl() → the URL the contact most recently clicked in an email; Fallback: there

countFormSubmissions()

Formula: countFormSubmissions([condition], window)Components: condition (optional) = formName or formNameContains; window = a number of rolling days, or a between() date range, to look backUse Case: Personalize based on how many times a contact submitted a given formExample: countFormSubmissions(formName("Demo Request"), 30) → number of “Demo Request” form submissions in the last 30 days; Fallback: 0

lastFormSubmissionAt()

Formula: lastFormSubmissionAt([condition])Components: condition (optional) = formName or formNameContains (no window - always returns the most recent match)Use Case: Time a follow-up based on when a contact last submitted a formExample: lastFormSubmissionAt(formName("Demo Request")) → date/time of the contact’s most recent “Demo Request” form submission; Fallback: 2000-01-01

countWebhookSubmissions()

Formula: countWebhookSubmissions([condition], window)Components: condition (optional) = webhookName or webhookNameContains; window = a number of rolling days, or a between() date range, to look backUse Case: Personalize based on how many times a contact triggered a given webhookExample: countWebhookSubmissions(webhookName("Intent Feed"), 30) → number of “Intent Feed” webhook submissions in the last 30 days; Fallback: 0

lastWebhookSubmissionAt()

Formula: lastWebhookSubmissionAt([condition])Components: condition (optional) = webhookName or webhookNameContains (no window - always returns the most recent match)Use Case: Time a follow-up based on when a contact last triggered a webhookExample: lastWebhookSubmissionAt(webhookName("Intent Feed")) → date/time of the contact’s most recent “Intent Feed” webhook submission; Fallback: 2000-01-01

countCampaignMemberships()

Formula: countCampaignMemberships([condition], window)Components: condition (optional) = campaignType, campaignNameContains, memberStatus, or hasResponded; window = a number of rolling days, or a between() date range, to look back, measured against the member-added dateUse Case: Personalize based on a contact’s Salesforce campaign membership historyExample: countCampaignMemberships(campaignType("tradeshow"), 90) → number of tradeshow campaign memberships added in the last 90 days; Fallback: 0

lastCampaignMembershipAt()

Formula: lastCampaignMembershipAt([condition])Components: condition (optional) = campaignType, campaignNameContains, memberStatus, or hasResponded (no window - always returns the most recent match)Use Case: Time a follow-up based on when a contact was last added to a Salesforce campaignExample: lastCampaignMembershipAt(campaignType("tradeshow")) → date/time the contact was most recently added to a tradeshow campaign; Fallback: 2000-01-01

Condition helpers

Formula: helper(value) - used inside the count or accessor function for its sourceComponents: value = a single string, or a list of strings (a list matches if any value matches, e.g. urlContains(["/pricing", "/plans"])); helpers ending in Contains match on a partial/substring basis, all others require an exact, whole-value matchUse Case: Narrow down which page visit, form, webhook, or campaign activity a function counts or matchesExample:

Helper	Source	Match type	Example
`urlContains`	Page visits	Substring	`urlContains("/pricing")`
`pageTitleContains`	Page visits	Substring	`pageTitleContains("Pricing")`
`referrerContains`	Page visits	Substring	`referrerContains("google.com")`
`utmSource`	Page visits	Exact	`utmSource("newsletter")`
`utmMedium`	Page visits	Exact	`utmMedium("email")`
`utmCampaign`	Page visits	Exact	`utmCampaign("q3_launch")`
`utmTerm`	Page visits	Exact	`utmTerm("crm")`
`utmContent`	Page visits	Exact	`utmContent("hero_cta")`
`formName`	Form submissions	Exact	`formName("Demo Request")`
`formNameContains`	Form submissions	Substring	`formNameContains("Demo")`
`webhookName`	Webhook submissions	Exact	`webhookName("Intent Feed")`
`webhookNameContains`	Webhook submissions	Substring	`webhookNameContains("Intent")`
`campaignType`	Salesforce campaign memberships	Exact	`campaignType("tradeshow")`
`campaignNameContains`	Salesforce campaign memberships	Substring	`campaignNameContains("Summit")`
`memberStatus`	Salesforce campaign memberships	Exact	`memberStatus("Responded")`
`hasResponded`	Salesforce campaign memberships	Exact (`true`/`false`)	`hasResponded(true)`

allOf()

Formula: allOf(conditionA, conditionB, ...)Components: conditionA, conditionB, etc. = condition helpers to combine, all from the same source; nesting is capped at 3 levelsUse Case: Require multiple criteria to match at once, like a page visit that also came from a specific UTM sourceExample: countPageVisits(allOf(urlContains("/pricing"), utmSource("google")), 30) → counts pricing-page visits that came from Google in the last 30 days

anyOf()

Formula: anyOf(conditionA, conditionB, ...)Components: conditionA, conditionB, etc. = condition helpers to combine; matches if any one of them matchesUse Case: Match activity across a set of related pages, forms, webhooks, or campaignsExample: countPageVisits(anyOf(urlContains("/pricing"), urlContains("/plans")), 30) → counts visits to either the pricing or plans page in the last 30 days

between()

Formula: between("YYYY-MM-DD", "YYYY-MM-DD")Components: two dates = the start and end of the range; both days are fully includedUse Case: Look back over a fixed calendar range instead of a rolling number of daysExample: countEmailEvents("click", between("2026-01-01", "2026-01-30")) → counts email clicks between January 1 and January 30, 2026, inclusive

Marketing Activity Tokens

This family of functions pulls a contact’s marketing activity - page visits, email events, form submissions, webhook submissions, and Salesforce campaign memberships - into a token. Use them to personalize copy based on what a contact has actually done, like the pages they’ve viewed or the emails they’ve engaged with. Like any other token, a marketing activity token is a separate asset: build it first in the token builder using these functions, then reference the saved token in your email copy or subject line (see Tokens in emails). For example, create a token named last_pricing_page with the formula lastPageVisit("page_title", urlContains("/pricing")), then reference it in your email copy to greet a contact by the topic they’ve shown the most interest in:

Hi {{first_name}}, since you’ve been checking out {{last_pricing_page}}, here’s a closer look at our plans.

Or create a token named email_clicks_30d with the formula countEmailEvents("click", 30) and reference recent engagement to decide what to send next:

It looks like you clicked through our last email - {{email_clicks_30d}} times this month. Here’s what else you might like.

Misspell a form, webhook, or campaign name in a condition helper, and it simply matches nothing - the token returns 0 (or the relevant fallback) with no error. If a token unexpectedly shows 0, double-check the spelling of the name you passed in.

urlContains matches against the domain and path only - it doesn’t match against the query string. To match on UTM values, use the utm... helpers instead.

The last...At accessors (lastPageVisitAt, lastEmailEventAt, lastFormSubmissionAt, lastWebhookSubmissionAt, lastCampaignMembershipAt) ignore the window entirely - they always return the most recent match, no matter how old it is.

See the Tokens glossary above for the full list of marketing activity functions, condition helpers, and combinators, including their formulas, arguments, and fallback values.

Answers to Common Questions

Referencing fields and saved tokens

To reference a raw contact/product field directly inside a formula:

{{column('field_name')}}

Typing the field name while creating a token will auto-suggest it — click the suggestion to pull it in. To reference an existing saved token from within another token or asset:

{{token('token_name')}}

Note: If you go the saved-token route, consider giving it a generic fallback value (see below) rather than leaving null cases unhandled.

Building conditional logic

Combining two conditions with AND

The token language’s if() doesn’t have a native AND operator. To combine two conditions, nest a second if() inside the true-branch of the first:

if(column("Country")=="United States", if(column("email")=="vip@example.com", "true", "false"), "false")

Only when the outer condition is true does the inner condition get evaluated; if the inner condition is also true, the formula returns the real value — otherwise it falls through to "false". Note: Every branch needs an explicit false/else output. Don’t assume the token falls through to a sensible default if you leave a branch open.

Boolean fields with a null state

If your boolean field actually has three possible states — true, false, and null/not-yet-populated — comparing it directly to a literal (like 1) in a single check can throw an “incompatible argument type” error. Instead, write two separate checks: first test whether the field is empty, then test whether it’s true. Between the two checks, you’ve covered all three real-world states. Note: If a boolean or date comparison still errors after applying this two-check pattern, treat it as a possible token-engine issue rather than a formula mistake, and contact Inflection support.

String functions abort silently to the fallback value on a null column

If a formula uses a string function (toLower(), startsWith(), contains(), endsWith()) on a column that can be null, the function doesn’t evaluate to false and fall through to your else branch — it aborts the whole formula and jumps straight to the token’s configured Fallback value, with no visible error. Fix: guard every string-function call with isEmpty() on that column first, and order your branches so the “is this actually blank” check happens before any branch that calls a string function. Note: Test a reordered formula in the token’s draft/staging version first, confirm the output, then promote it to the live token — the live token keeps running the old formula until you explicitly promote the change. Also double-check any fallback values on related tokens that are literal "" strings or the word "default" — these can silently pass as if they were real data and mask this same bug.

Fallback values

A fallback value is a required field when you create a token — set it at token-creation time rather than trying to handle every null case only inside the formula logic. Note: Watch for fallback values that are themselves silently wrong — a literal "" or the word "default" can look like real data at a glance.

Counting and rolling up activity

`countIf()` syntax

countIf() takes an object name, then property/operator/value triples chained with and:

countIf("product_activity", "event_name", =, "Trial Started", and, "event_properties.category", =, "27")

Event-level custom properties need the event_properties. prefix — a bare property name will error. Note: countIf() tokens (like all tokens) cannot be used directly as dynamic-list/audience criteria — see Known constraints below.

Tokens can’t count distinct users, only activity occurrences

A token can roll up product-activity occurrences, but it cannot produce a distinct-user count directly — for example, “how many active users in this org” isn’t something a token formula can compute. Instead, bring that count over as its own field: on the account (via Salesforce) or on the user record (via your warehouse). If you can model it as an org-level attribute, that’s generally the better placement than the account — but confirm first whether org attributes are actually flowing in from your connections.

Date and time tokens

`now()` always returns UTC

The now() function always returns UTC time — it never converts to your account’s local timezone. This is standing behavior, not a bug. To make the output explicit or approximate your local time, wrap it with dateTimeFormat():

dateTimeFormat(now(), "%b %d, %Y %I:%M %p UTC")

To approximate a specific local timezone, subtract a day-fraction offset (this converts the token’s output from datetime to string):

dateTimeFormat(now() - 0.2917, "%b %d, %Y %I:%M %p")

Note: An offset like this is a fixed approximation — it doesn’t account for daylight saving shifts, so revisit the offset value around DST changes if you rely on it.

Tokens can only populate String-typed destination fields

A token can’t stamp a native date/time-typed field directly. If you need a date/time value on a String-typed contact/account field, populate that String field with a dateTimeFormat()-formatted token instead. This has been confirmed safe for downstream warehouse/dbt use, since raw data typically gets cleaned before it reaches production tables.

Using a token in a journey flow step

In an Update Value flow step, use the Update by selector to choose Token, then pick which token to use for the update.

Worked pattern: turning recurring activity into a durable field

If you want to turn recurring product activity (like page views) into a contact/account field that another system can act on — not just display it in an email — this pattern works:

Build one token per time window or dimension you need (e.g., activity in the last 24 hours, last 7 days, or a rollup like column("account_users") for account-level counts).
Build a dynamic list of who should get the field stamped.
Create a journey scoped to that audience with an Update Value by token step to write each token onto the relevant contact/account field.
Because tokens are point-in-time snapshots — not live-updating — schedule the journey to re-run periodically (daily, for a 24-hour-window token) so the field stays current.
Spot-check a few contacts in each token’s Preview Table before treating the values as reliable.

Note: The point-in-time-snapshot caveat is the load-bearing part of this recipe. Without the scheduled re-run, the stamped field goes stale the moment underlying activity changes.

Testing and previewing tokens

Preview mode won’t resolve tokens — use a test send

In order for a token to populate, it needs a specific person to personalize for. A test send lets you select that person; plain Preview mode does not, so tokens won’t resolve there. Always test with a contact who actually has the relevant field populated — testing against a contact with a null field will make a working token look broken.

Multi-org/multi-user contacts: preview “scrolling”

If you’re previewing an org-scoped token (e.g., org.id) for a contact tied to multiple orgs or users, the previewed value may cycle or “scroll” between the different possible values mid-session. This is expected behavior, not a bug. To lock the preview to one specific value, check Receive as an org-user and select the specific user-org combination you want to preview.

​Token categories & examples

​Where to use tokens

​Tokens in emails

​Tokens in journeys

​Testing

​Tokens glossary

​abSplit(n)

​add (+)

​and

​capitalize()

​column()

​concat()

​concatWithSpace()

​contains()

​dateTimeFormat()

​divide (/)

​endsWith()

​equal (==)

​greater_than (>)

​greater_than_or_equal (>=)

​hash()

​if()

​isEmpty()

​isNotEmpty()

​join()

​length()

​lesser_than (<)

​lesser_than_or_equal (<=)

​mod (%)

​multiply (*)

​not()

​not_equal (!=)

​now()

​or

​randint()

​replace()

​round()

​startsWith()

​stringToDateTime()

​subString()

​subtract (-)

​title()

​toLower()

​toUpper()

​String Operators

​Integer/Number Operators

​Boolean Operators

​Date Operators

​allOrgs()

​countIf()

​countIfPersonsGroup()

​countIfPersonsGroupPersonField()

​getMostRecentProductEventAllUsers()

​getMostRecentProductEventOrg()

​getMostRecentProductEventUser()

​getProductEventByAllUsers()

​getProductEventByOrg()

​getProductEventByUser()

​orgCount()

​topEventPropertyValuesAllUsers()

​topEventPropertyValuesOrg()

​topEventPropertyValuesUser()

​countPageVisits()

​lastPageVisitAt()

​lastPageVisit()

​countEmailEvents()

​lastEmailEventAt()

​lastClickedUrl()

​countFormSubmissions()

​lastFormSubmissionAt()

​countWebhookSubmissions()

​lastWebhookSubmissionAt()

​countCampaignMemberships()

​lastCampaignMembershipAt()

​Condition helpers

​allOf()

​anyOf()

​between()

​Marketing Activity Tokens

​Answers to Common Questions

Token categories & examples

Where to use tokens

Tokens in emails

Tokens in journeys

Testing

Tokens glossary

abSplit(n)

add (+)

and

capitalize()

column()

concat()

concatWithSpace()

contains()

dateTimeFormat()

divide (/)

endsWith()

equal (==)

greater_than (>)

greater_than_or_equal (>=)

hash()

if()

isEmpty()

isNotEmpty()

join()

length()

lesser_than (<)

lesser_than_or_equal (<=)

mod (%)

multiply (*)

not()

not_equal (!=)

now()

or

randint()

replace()

round()

startsWith()

stringToDateTime()

subString()

subtract (-)

title()

toLower()

toUpper()

String Operators

Integer/Number Operators

Boolean Operators

Date Operators

allOrgs()

countIf()

countIfPersonsGroup()

countIfPersonsGroupPersonField()

getMostRecentProductEventAllUsers()

getMostRecentProductEventOrg()

getMostRecentProductEventUser()

getProductEventByAllUsers()

getProductEventByOrg()

getProductEventByUser()

orgCount()

topEventPropertyValuesAllUsers()

topEventPropertyValuesOrg()

topEventPropertyValuesUser()

countPageVisits()

lastPageVisitAt()

lastPageVisit()

countEmailEvents()

lastEmailEventAt()

lastClickedUrl()

countFormSubmissions()

lastFormSubmissionAt()

countWebhookSubmissions()

lastWebhookSubmissionAt()

countCampaignMemberships()

lastCampaignMembershipAt()

Condition helpers

allOf()

anyOf()

between()

Marketing Activity Tokens

Answers to Common Questions