Web flow vs message flow

SMOC has one Studio and Console, but two native conversation runtimes.

Web flow

Web flows have two formats. Both use the same graph and the same analytics.

Chat flow — bubble conversation on your site, ads, or an embed.

Card flow — a page that steps forward. The public URL ends in /cards. In Style → Page you can add text and design above, beside, and/or below the card. iframe_mode=true shows the card alone, which is what a short contact embed needs. See Card flows.

• Studio tabs: Compose → Design → Style → Settings.
• Best for inbound traffic, landing pages, and interactive ads.
• Outcomes: interactions, smart clicks, smart identified leads from web capture.

Message flow (LinkedIn)

• Runs async LinkedIn outreach: profile view, is connection, connect, DM/InMail, waits, suggested replies.
• Studio tabs: Compose → Design → Targeting (no Style tab—the UI is LinkedIn’s inbox).
• Best for outbound B2B when you have sender accounts and prospect lists.
• Human-in-the-loop via Console Inbox when the flow pauses on Suggested Replies. Inbox chips follow the classified sentiment of the prospect's reply (positive vs negative sender replies). Already-connected prospects can reach Inbox if the flow DMs them after Is connection Yes.

Analytics (sessions & users)

	Web flow	LinkedIn message flow
Flow Sessions	Visitor opens / begins the flow	Successful profile view, connection send, DM, or InMail
Unique Users	Distinct visitors in the range	Distinct contacts with that activity
Does not count	—	Enrollment alone, or waits before the first successful LinkedIn action

Message-flow Breakdown (on a single agent or rolled up on the company Agents Breakdown tab) also shows outbound actions for the selected date range, a planned actions table for the next seven days, and an outreach funnel (enrolled, connects, and so on). Outbound actions follow your date filter; the funnel and planned schedule do not. Details: Reading Agents analytics in Console.

What is not a native channel (yet)

Email, WhatsApp, and SMS are useful to distribute links into a web flow (or notify people), but they are not peer conversation runtimes alongside web and LinkedIn today.

Choosing quickly

Situation	Prefer
Homepage or paid social chat	Chat flow
Landing page with copy around the steps	Card flow
Account-based outbound on LinkedIn	Message flow
Need brand theme and a card-only iframe	Card flow
Need connect → DM sequences	Message flow

See also Sales Launch end-to-end, Inbox for LinkedIn replies, and Using Studio Recommendations (LinkedIn recs cover copy and A/B, not web forms).