--- title: "Architect Feature Set" slug: "architect-feature-set" updated: 2026-02-12T19:16:52Z published: 2026-02-12T19:16:52Z canonical: "academy.insiderone.com/architect-feature-set" --- > ## Documentation Index > Fetch the complete documentation index at: https://academy.insiderone.com/llms.txt > Use this file to discover all available pages before exploring further. # Architect Feature Set > **Suggested readings**: [Cross-Platform Omnichannel Journeys](https://academy.useinsider.com/docs/cross-platform-omni-channel-journeys), [How to Create an Architect Journey](https://academy.useinsider.com/docs/how-to-create-an-architect-journey), [Anatomy of a Journey](https://academy.useinsider.com/docs/anatomy-of-a-journey) Architect is a strategic playground of your marketing business where you can automate customer engagement strategies and artfully drive your customers toward your goal through advanced journeys. As an AI-backed marketing automation tool, Architect enables you to orchestrate high-performing customer journeys that understand the activities of each customer on every platform collected with a unified customer database. You can use Architect and its many channels to create numerous use cases. This guide provides details about the following concepts: - Fundamentals of a journey - Strategies and goals - Channel capabilities - Flow Controls - Reporting - Testing ## Fundamentals of a journey A journey starts at one of the entry points, called “starters,” and paths based on user behavior and actions, using if/else logic (match/not matching) to evaluate check elements until the flow ends. Using if/else logic, desired actions or interactions can be designed effectively. Users enter the journey if they meet the starter segment/condition/rule, then proceed through the journey flow based on their actions or properties. ## Strategies and goals Architect helps you achieve the following: - Omnichannel journeys where each channel speaks to each other in a consistent way - Contextually personalized, relevant communication rather than unsolicited junk - Tracking users' behavior, actions, and preferences through the user’s lifecycle in real-time on the way - Targeting the right customers at the right time on the right channel with the right content - Elegantly designing various use cases - A concrete measure of success - Unified users across the platforms - Ultra-level segmentation - Real-time interactions ## Main features ### Channels and their capabilities You can use the [Web push](https://academy.useinsider.com/docs/architect-web-push), [App push](https://academy.useinsider.com/docs/architect-app-push), [Email](https://academy.useinsider.com/docs/architect-email), [SMS](https://academy.useinsider.com/docs/architect-sms), [WhatsApp](https://academy.useinsider.com/docs/architect-whatsapp), [Onsite](https://academy.useinsider.com/docs/architect-onsite), [InApp](https://academy.useinsider.com/docs/architect-inapp), [Facebook Custom Audiences](https://academy.useinsider.com/docs/architect-facebook-custom-audiences), [Call an API](https://academy.useinsider.com/docs/architect-call-an-api), and [Google Ads](https://academy.useinsider.com/docs/architect-channel-google-ads-customer-match) channels in your journeys to achieve the following capabilities: - User attribute & event attribute-based personalization - Cross-platform, app-to-web, or web-to-app experience, or CRM - Frequency capping on channels - Auto-defining the best channel for each user - Send time optimization ### Flow controls You can use the following flow controls in your journeys: - Real-time starters - Date-based triggering - Real-time user processing - Flows based on user reactions on channels - Checking whether a user has completed certain events within a certain period and moving users to the related path - Checking user behavior or property and moving users to the related path - [Checking user reachability](https://academy.useinsider.com/docs/what-is-check-reachability) on a particular channel - [Pre-built use cases](https://academy.useinsider.com/docs/architect-use-cases) - [Predictive segments](https://academy.useinsider.com/docs/audience-predictive-segments) - [A/B split](https://academy.useinsider.com/docs/architect-ab-split) - [A/B autowinner](https://academy.insiderone.com/docs/ab-split-winner-autoselection) - [Waiting for a specified time](https://academy.useinsider.com/docs/what-is-wait-for-some-time) or [a time slot](https://academy.useinsider.com/docs/what-is-wait-until-a-time-slot) - Updating user property on the flow - [Journey entry capping](https://academy.useinsider.com/docs/journey-entry-capping) - [User eligibility](https://academy.useinsider.com/docs/user-eligibility) - [Exit criteria](https://academy.insiderone.com/docs/exit-criteria-for-journeys) ### Reporting [Architect Analytics](https://academy.useinsider.com/docs/architect-analytics) offers the following analytics: - Real-time user stats on the flow ([live stats](https://academy.useinsider.com/docs/architect-live-statistics)) - Individual channel stats - [Overall journey stats](https://academy.useinsider.com/docs/architect-analytics-dashboard) - Performance dashboard - [A/B split stats](https://academy.useinsider.com/docs/ab-split-analytics) - [Exporting stats](https://academy.useinsider.com/docs/how-to-export-journey-user-data) - Conversion goal selection and duration - [Last touch attribution model](https://academy.insiderone.com/docs/how-to-calculate-conversion-rate-in-journeys-1) ## Testing You can test your journeys before launching them with the following methods: - [Test function](https://academy.insiderone.com/docs/architect-journey-test#testing-your-journey) - Test randomly - [Preview message dynamic content based on given user](https://academy.insiderone.com/docs/architect-journey-test#using-user-profiles-for-testing) - [Track users](https://academy.insiderone.com/docs/architect-journey-test#tracking-users) - [Dry run](https://academy.insiderone.com/docs/architect-journey-test#dry-run) To start creating your first journey, refer to [How to create an Architect journey](https://academy.useinsider.com/docs/how-to-create-an-architect-journey). ## Related - [Cross-Platform Omnichannel Journeys](/cross-platform-omni-channel-journeys.md) - [Optimization of Journeys](/optimization-of-journeys.md) - [Architect Glossary](/architect-terms-to-know.md)