How to Create an Automation?

An Automation is an automated workflow which is a series of actions which you can set to occur based on a Lead’s behaviour. An automation allows you to connect and build a workflow using the conditions and actions that you provide and the Lead’s behaviour in response to that.

For detailed information on the Automation feature of LeadSquared, refer to Automation feature of LeadSquared .

Before you create an Automation in your LeadSquared system, you need to familiarize yourself with the following terminologies:

  • Triggers – A trigger is the starting point of an Automation. It is an event which when performed by your Lead starts the workflow for the Lead. Example: A Lead is created in your LeadSquared system, Lead Activity like Form Submission, Page Visit, Lead Added to a list and so on.
  • Conditions – A condition allows you to set the direction of your Automation. Using conditions like If-Else, Wait and so on you can determine the direction of the Automation based on the Lead behaviour. Example: Consider if a Lead is created in your LeadSquared system. Using the ‘Wait‘ and ‘If/Else‘ conditions, you can set a criteria like the below:

Wait for 1 day. After 1 day, if ”Lead Activity = Webpage visited’, send an Email to the Lead. Else, send a notification Email to the Lead Owner requesting to follow up with the Lead.

  • Actions – Actions are the activities that you can set when a Lead satisfies the condition that you provide. Example: Send an Email to the Lead when the Lead submits a form, Notifying the Lead Owner when the Lead is added in your LeadSquared system through SMS or Email and so on.


  • From the Automation window, click Create Automation.The Choose a template to get started pop-up box appears.

create automation

This pop-up box allows you to build an automation from scratch as well as from predefined templates which is best suited for your business requirement. For more information on the other automation templates, refer to Automation Templates 

For better understanding on how to create an Automation, we are going to create an Automation using Build From Scratch. It allows you to create an automation from scratch using triggers, conditions and actions for any requirement without a template.

  • Click Build from Scratch. The How would a lead enter your Automation? pop-up box appears.

new lead

This pop-up box allows you choose the trigger or the starting point of your Automation. The different triggers are explained below:

  • New Lead – Select this, if you want an automation to begin when a Lead is created in your LeadSquared system. Example: When a Lead is created you can automate Emails to send to the Lead, notify the Lead owner with the Lead details and so on.
  • Lead Update – Select this, if you want an automation to begin when a Lead is updated in your LeadSquared system. Example: When the Lead location is changed, you can notify the Lead owner with the new location of the Lead or sent an Email to the Lead with the details of your office in the new location and so on.
  • New Activity on Lead – Select this, if you want an automation to begin when the Lead performs a new activity like form submission, webpage visit and so on. Example: When the Lead performs Activities such as Form Submission, Web Page visit and so on, you can automate the introductory and follow-up Emails to be sent to the Lead.
  • Lead Added to List – Select this, if you want an automation to begin when a Lead is added to a particular list in your LeadSquared system. Example: When the Lead is a added to a Priority Lead list, update the Lead Stage of the Lead to ”Customer”. For more information on Lead Stages, refer to Managing Lead Stages.

As an example, the procedure to create an automation when a New Lead is created is explained below:

  • Click New Lead from the How would a lead enter your Automation? pop-up box. The Create an Automation window appears. This is also called a canvas.

automation get started window

Here New Lead is Automation trigger. When a new Lead is created in your LeadSquared system, the automation starts.

The  edit button button on the top-left corner of the automation window allows you to add the following details:

  • Name – Enter a name for your automation.
  • Description – Enter a brief description for your automation.
  • Starts On – Enter the specific date from which you want to start the automation.
  • Ends On – Enter the specific date to end the automation, if you wish to do so.

edit popup

The add buttomn button below the trigger allows you to add Conditions and Actions to the trigger. Click and the Choose Condition or Action drop-down appears.

choose condition

The various Conditions and Actions are explained below:


  • Wait – The wait condition allows you to delay an action or condition to be performed for the Lead for a specified time.  Example: Consider you set an Email to send to the Lead and after a time period of 5 days, you need to check if the Email was opened. By using the Wait condition, you can specify the time delay of 5 days.
    • Click Wait and the Set Wait Condition pop-up box appears.

set wait condition

Here you can specify the time period to delay the action in two different ways:

For a specific amount of time – Allows you enter the time delay in minutes, hours, days, weeks, months and years.

set wait condition2

Till a specific date & time – Allows you to enter the date and time till which the succeeding activity is delayed.

In the image above, a Wait condition to wait for one day is given as an example.

If you are giving an Email action, you have the option to give another condition called Wait Until. This condition allows you to delay until an Email activity is satisfied by the Lead in order to proceed to another action.

To add Wait Until condition:

  • After an Email action, click Wait Until under Conditions. The Set Wait Until Condition pop-up box appears.

wait until select

set wait until

Here you can the specify the Email condition and the Email Campaign which the Lead should satisfy in order proceed to the next action.

set wait until2

set wait until3

Note: You can add multiple conditions here. Select Any Condition, if you want your Lead to satisfy any one of the conditions that you provide. Select All Condition, if you want the Lead to satisfy all the conditions that you provide.

  • Once this is completed, click Save.

A sample image of an automation with the Wait Until condition is given below:

Here, after the new Lead is created, an Email is sent to the Lead. After this, a Wait Until condition to wait until the Lead opens the first Email is given. If the Lead opens the Email, the Lead Stage of the Lead is updated to ‘Opportunity‘.

  • If/Else – This condition serves as a Yes/No criteria. If the Lead satisfies a specific condition, you can give a Yes action to succeed. If the condition is not satisfied by the Lead, you can give a No action to succeed.

Example: Consider, if you give an If condition ” Lead visited on webpage” after the Wait condition of ”One day”.

condition set

Here If/Else conditions acts as a Yes/No criteria to the Wait condition. After the wait condition of 1 day, if the Lead visits the web page, an Email is sent to the Lead. If the Lead does not visit the web page after 1 day, a notification Email is sent to the Lead Owner to follow-up with the Lead.


Send Email – Allows you to send an Email to the Leads based on the condition satisfied. Click Send Email and the Choose an Email Template pop-up box appears.

Email template select

Here you can select an existing Email template or create a new one based on your preference.

Update Lead – Allows you to update the Lead field values with new values if required. Click Update Lead and the Update lead fields pop-up box appears.

update lead field

Here as an example, the Lead Stage is given as Opportunity and Notes is also updated. These Lead fields are updated with these values if the Lead satisfies the criteria you have specified.

Notify User – Allows you to send a notification Email to a LeadSquared user. Click Notify User and the Set Email Content pop-up box appears.

By default, the notification is directed to the Lead Owner. You can add more LeadSquared users to the ‘To‘ field.

Webhook – Allows you post an activity using a webhook. Click Webhook and the Webhook Properties pop-up box appears.


Note: The latest-data generated using the webhook is the data retrieved just before the execution of the action you specify in the automation.

For more information on Webhooks, refer to Webhooks.

Create Task – Allows you to create a follow-up task against the Lead. Click Create Task and the following pop-up appears where you can provide the details of the task.

For more information on  Tasks, refer to How to create Tasks and schedule Reminders?

Star Lead – Star Lead allows  you to highlight and discover Leads easily. For more information on Star Lead, refer to ‘Star’ your Leads.

Unstar Lead – Allows you to unstar or unmark a Lead as important. For more information on this, refer to ‘Star’ your Leads

Add Lead to List – Allows you to add the Lead based on the previous scenario satisfied by the Lead in the workflow.

For more information Lists, refer to List Management – Feature Guide.

Tag Lead – Allows you tag a Lead. Tagging is a quick way to add a label to a lead for easy identification of Leads. Click Tag Lead and the Tag Lead pop-up box appears which allows you to add the required tag.

For more information on Tags, refer to Tag your Leads.

Remove Lead from List – Allows you to remove a Lead from list based on the previous scenario in the Automation workflow. Click Remove Lead from List and the following pop-up box appears:

Select the required List from the drop-down and click Save.


Once you add the required conditions and Actions to your Automation:

  • Click Save. The automation is saved in draft status.
  • Click Publish, if you want to publish the Automation.  The Confirm pop-up box appears.


The Automation starts from the start date you had specified.

An image of a sample automation created using the procedure above is given below:

final automation

In the above image, the trigger or starting point is Lead Creation. After a time period of 1 day (Wait condition), if the Lead visits your web page (If/Else condition), an Email is sent to the Lead ( Yes criteria). If the Lead does not visit your web page after 1 day (No criteria), a notification Email is sent to your LeadSquared user to follow up.

Once the automation is published, you can make changes to it. To do this:

  • Click Live Edit.

edit and publish

Note: Changes that can be made are only to the content. Additional actions/conditions cannot be added

  • To unpublish and stop the Automation, click Unpublish.


Reports allows you to analyze the performance of the Automation. It provides you with details like the number of Leads Entered into the automation, number of exit actions completed and so on.

To access the Report of a published Automation:

  • Click Reports from the automation window. The Automation reports window appears.



Further Examples

Similar to the procedure explained in this Help Article, you can create automations for Lead Update, New Activity on Lead, Lead added to a List and so on. The below images helps you to have a better understanding.

Lead Update

lead update

As an example, Lead Update is the starting point of this automation. When the Lead City changes, after a Wait condition of one day, an Email is sent to the Lead with the details of the location. If the Lead opens the Email, another Email is sent to the Lead with further details. If the Email is not opened after one day, a notification is sent to the Lead owner to contact the Lead.

New Activity on Lead

new activity on lead

As an example, New Activity on Lead  is the starting point of this automation. When a Lead satisfies the Met in Tradeshow activity, a Wait condition of one day is provided. After one day, if the Activity of the Lead is Inbound Phone Call Activity, an Email is sent to the Lead with the product details. If not, the Lead Owner is notified with the Lead Name and Lead Phone number to follow-up.

Lead Added to List

added to a list

As an example, Lead Added to List  is the starting point of this automation. When a Lead is added to a Starred Lead list, the Lead Stage is changed to Premium User. Once the Lead Stage is updated, an Email is sent to the Lead with the benefits of being a premium user of your product.