Action: A node in your workflow that does something — reply to a comment, send a DM, wait, branch.
A/B test: A node that splits traffic between two variants of a message and surfaces the winner in analytics.
Automation: A complete workflow: trigger + actions + conditions, named and toggleable on/off.
Comment-to-DM: A workflow shape that listens for a keyword in comments and sends a private DM in response.
Condition: A branching node that routes execution based on data — keyword match, follower attribute, time of day.
Delay: A wait node that pauses the workflow for a fixed duration before the next step.
Follow-up: A DM sent some time after the initial DM, usually as a nudge or a second offer.
Graph API: Meta's official REST API for reading from and writing to Facebook & Instagram. We build on this exclusively.
Lead magnet: A free resource (guide, template, discount) given in exchange for a comment trigger.
Match mode: How the trigger compares the keyword: contains, exact, or any-of-list.
Meta App: The Facebook Developer App you create. Holds your App ID and Secret — the credentials we use to call the Graph API on your behalf.
Post scope: Whether a trigger fires on all posts or specific posts/reels.
Sequence: An ordered chain of DMs with delays between them — first message, follow-up, second follow-up.
Token: A short-lived OAuth access token issued by Meta. We refresh it automatically; you don't manage it.
Trigger: An event that starts a workflow — a comment, a DM, a story reply.
Variables: Merge tags like {{first_name}} or {{comment_text}} that get replaced at send time.
Webhook: An HTTP callback we send to your server when an event happens — useful for piping leads into your CRM.
24-hour window: Meta's rule: you can only DM users who interacted with you in the past 24 hours. Comments open the window.

The vocabulary