Concepts
Magnets, the welcome hub, flows, journeys, leads, and A/B testing: how each piece works.
Magnets
A magnet is one embeddable conversational widget: a display format, an appearance, a welcome hub, and one or more flows. You create and edit magnets in the app; the embed script delivers them to your site. A page renders one magnet per display format, so a chat bubble and an inline card can coexist on the same page without touching each other.
Each magnet has:
- A domain allow-list: the script is only served to domains you list, enforced server-side.
- A status: disable a magnet and it stops loading everywhere, without touching your site’s code.
- Its own theme: brand color, light/dark/auto, logo, header title and subtitle.
Display formats
| Format | How it renders |
|---|---|
| Chat bubble | A floating launcher in the corner that opens a chat-style panel. |
| Slide-in panel | A launcher that opens a side drawer. |
| Pop-up modal | A launcher that opens a centered overlay. |
| Inline | An embedded card, always open, rendered where you place <div data-m5m-inline></div> on the page. |
The format is a per-magnet setting; you can switch it without rebuilding the conversation.
The welcome hub
Instead of dropping visitors into a blank chat, a magnet can open on a welcome message plus a persistent CTA bar. Five buttons are available, and every one is opt-in: a button you don’t enable doesn’t exist for the visitor.
| CTA | What it does |
|---|---|
| Book | Opens the in-panel scheduler, or your own booking link if you paste a URL instead. |
| Chat | Runs your guided flow. |
| Call | Reveals your phone number as a one-tap call link. |
| Reveals your email address as a one-tap mail link. | |
| Support | A multi-select intake built from your own list of options (Sales, Support, Billing, …). |
Enable only the channels you can actually staff. A magnet with just Book and Call is a perfectly good magnet.
The scheduler
Book opens a day/time picker inside the panel: a week strip of days and a set of time slots built from your working hours and slot length. The visitor’s preferred slot is captured on the lead as a field. It does not sync to an external calendar; if you already have a booking tool, point Book at that link instead.
Flows and the flow builder
A flow is a sequence of steps the visitor walks through. You build it on a visual canvas: steps are draggable cards showing a live preview of the prompt and choices; click a card to edit it inline; add steps from a type palette.
Step types
| Step type | What it collects |
|---|---|
| Multiple choice | One answer from a set of options. |
| Select all | Any number of answers from a set of options. |
| Scheduler | A preferred day and time slot. |
| Short text | A free-text answer: name, company, anything. |
| A validated email address. | |
| Phone | A phone number. |
| Message | Says something to the visitor; collects nothing. |
Every collecting step maps its answer to a named field (first_name, email, product_interest, …) that lands on the captured lead.
Per-route flows
Chat runs the magnet’s default flow. Book and Support can each run their own flow too: pick the route in the flow builder and edit it independently. The built-in Book and Support experiences (scheduler → name → email; intake → name → email) are the starting point; edit them the first time you open the route.
Triggers
Every magnet has an auto-open trigger. The launcher is visible from page load; the trigger controls when the panel opens on its own:
| Trigger | Fires |
|---|---|
| On load | Shortly after the page loads. |
| After 8 seconds | Once the visitor has been on the page 8 seconds. |
| At 80% scroll | When the visitor scrolls past 80% of the page. |
| On exit intent | When the cursor leaves toward the browser chrome. |
A trigger fires once, and never if the visitor already opened the magnet themselves. Inline magnets are always open and don’t use triggers. New magnets open on load.
Journeys
Every session with a magnet is tracked as a journey on the Conversations page (completed, in progress, or abandoned), with step-position progress (2/4) and a per-journey timeline: opened, picked a channel, reached each step, completed.
Two things worth knowing about how this works:
- Answers are only captured when the visitor completes. While a journey is underway, the magnet sends telemetry only (session, step position, which CTA was picked), never answer values. A visitor who abandons mid-flow leaves nothing behind but the step they stopped at; abandoned journeys stay anonymous.
- Completed journeys link to the lead and their answers in the lead inbox.
Leads
Every completed conversation becomes a lead in the lead inbox: contact fields, flow answers, the magnet that captured it, and attribution. Leads move through a status pipeline (New, Working, Qualified, Unqualified, Converted, Exported), have a detail drawer, and export to CSV. See Integrations & data for what the export contains.
A/B testing
Any magnet can run an experiment with two variants:
- Variant A is the magnet as configured. Variant B is a set of overrides: header title, welcome message, and/or color.
- You choose the split (25, 50, or 75% of visitors see B). Assignment is stored in the visitor’s browser, so a returning visitor always sees the same variant.
- Results are per-variant funnels: opens and completions, with conversion for each arm. Completions are recorded server-side with the lead, so conversion can’t drift from real captures.
- Confidence is a two-proportion z-test, shown only once there’s enough data: below roughly 30 visitors per variant, the page says “not enough data” instead of a number.
- Declare Winner ends the test. If B wins, B’s changes become the magnet’s live configuration; if A wins, nothing changes. Either way the experiment moves to Completed with its result snapshotted.
Attribution
The embed reads ad and campaign parameters from the landing URL (gclid, gbraid, wbraid, and the utm_* set) and holds them for the visit, so they survive the visitor browsing a few pages before converting. When a lead is captured, the attribution is saved with it.
That feeds two reports:
- Leads by campaign on the dashboard: which campaigns your leads came from.
- Ad performance: ad spend and clicks on the same timeline as magnet leads, with cost per lead, for connected ad accounts.