AI & Code Automations. Custom logic and API calls inside any sequence

Advanced step types

Go beyond email. Drop API requests, custom code, Zapier triggers, and AI-powered steps into an automation sequence.

• API request step — Send POST, GET, or PUT requests to any external endpoint mid-sequence, passing CRM variable tokens in the body or headers to update your own systems, trigger webhooks, or sync to third-party platforms.
• Custom code step — Write and run custom JavaScript as a workflow step to handle complex logic, transform data, or call internal services that do not have a direct integration.
• Zapier integration step — Trigger any Zapier zap from inside a sequence, passing contact data as payload to reach 5,000+ connected apps via Zapier.
• AI assistance step — Let the AI assistant make a decision or take an action at a point in the sequence, using AI judgment to personalize the next step based on contact context.

Logic and targeting

Route every contact with precise, field-level rules before and during a sequence.

• Conditional branching — Split any workflow into Yes and No paths using AND/OR rules on CRM fields, with each branch running independently.
• Update customer step — Modify CRM fields for a contact at any point, changing a status, tag, score, or owner based on where they are in the workflow.
• Enrollment conditions — Use AND/OR filter logic on any CRM field to control which contacts enter a workflow before any API or code runs.
• Combine with other step types — API, code, and AI steps work alongside email, delay, and condition steps on the same canvas to build one unified sequence.

Versioning and observability

Every change is tracked and every run is inspectable.

• Workflow versioning — Every save creates a versioned snapshot, so you can roll back to any prior version of a workflow without losing other work.
• Per-contact execution trace — See exactly which steps ran for each contact, when, and what the output was, with a full run history to debug logic errors.

How it works

Three steps from advanced step to verified execution.

• 01 Add an advanced step to your sequence — In the workflow builder, click Add Step and choose API Request, Code, Zapier, or AI Assistance, then configure the step with your endpoint, code, or AI instructions.
• 02 Pass CRM data into the step — Use CRM variable tokens in API payloads, code inputs, or Zapier data so every step runs with full contact context.
• 03 Track every execution — The Runs drawer shows a per-contact trace of every step that ran, including API response codes and code output, so you can debug and verify.

Third-party connection availability

Zapier, custom webhooks, and third-party API connections are available on Professional ($299/mo) and Enterprise ($599/mo), not Starter. The built-in Synova CRM and supported calendar connections, including Google Calendar, remain included on every plan.