Creating Advanced Playbooks

Now that you've set up your first Bot Playbook, you've officially mastered how to create questions and button responses, keyword groups and more! Now you can add additional features to further customize your site visitors' experiences and collect more information.

In this doc, we'll go over some of the more advanced features offered in Bot playbooks including:

  1. Prioritization
  2. Email & Phone Capture Skill
  3. Personalization Tokens
  4. Drift Intel 
  5. Target Ad Traffic
  6. Target Online/Offline Hours
  7. Attribute Mapping

Looking for something else? Bots have A LOT to offer. Check out these features as well ๐Ÿ‘‰๐Ÿผ Targeting Audit Log, Inline Actions, Lead Stage, CQL Scores, & Booking Meetings through your Bot! 

Bot features are only available on the Pro Plan and above. Review our different Drift Plans and Pricing  here

1. Prioritize Your Playbooks

You have the ability to prioritize the order your playbooks are shown to your site visitors. This means that if you have multiple playbooks running that have the same targeting conditions, those that are higher up on the list will fire before others. 

To change the priority of your playbooks, simply select the 'Set Priority' button in your playbooks home, and reorder them. You can use the dropdown menus on the left side of the screen to change the order.

2. Email Capture & Phone Number Capture

You may have noticed the options of adding an Email Capture and a Phone Number Capture question when you select "Add New" at the top right of your Bot playbook builder:

Here is how they work:


The workflow following the email capture skill is based on successful and unsuccessful captures.

Successful capture:

Similar to other skills used in your Bot playbooks, type in your botโ€™s response and select where to go next, whether itโ€™s a question, skill, or goal!

Unsuccessful capture:

Drift will verify a valid email address if it has an @ sign and a domain name.

Example: โœ… test@drift โŒ โŒ

Many of our Drifters donโ€™t want personal emails!

There are two types of emails you can filter out:

  1. Non-business emails (e.g.,
  2. Spam domains

Set that up here: 

Below are the places where you can customize how the bot handles these invalid email addresses. If the email address is invalid or unwanted, you can have the bot ask again or proceed to the next step, depending on the number of chances your visitor has to provide a valid email address.

The email capture question won't trigger if we already know the user's email. Keep this in mind while testing your playbook.


The phone capture skill works similarly to the email capture in that it can gauge whether someone is providing a valid number, and will continue based on successful or unsuccessful captures.

Organizations can customize what happens when a number is valid or invalid.

Successful capture:

Unsuccessful capture:

With the phone capture skill you can set up a default country code to capture phone numbers outside of the United States.

  • Everyone within the default country will not need to add their country code when giving their phone number to the bot
  • Site visitors residing outside of the default country can enter their phone number in with their country code and it will still be accepted!
You can only set one default country code at a time!

Select โ€œNoneโ€ if you want all phone numbers.

3. Personalization

When using your playbook, you may want to send a personalized message that mentions the contact's name, company, or more!

The "personalization" tool in the playbook's message editor provides a quick and convenient way to tailor your message to the user it is addressing.

In the editor, edit your question, greeting, or email body and click the personalization tag:

This will bring up a drop down of all your contact and Clearbit attributes.

Clearbit may not always have data for every visitor that triggers your campaign. Because of this, we highly recommend that you design your campaigns to have default values to deal with data not being available. For example, "Hey Drift!" vs. "Hey there!

Here's what it looks like:

Make sure you put any punctuation separate from the values so that it is included whether the attribute is known or not.


Accessing Nested Attributes

You can access nested attributes from the Clearbit Reveal data by using dots to separate attribute names. For example, to display the number of employees as part of your Playbook, include this in the body or subject:

{{ clearbit.metrics.employees }}

Here is a list of all the attributes you can use.

We recommend sticking with the basics (domain, metrics.employees, metrics.revenue) and testing anything that you do setup to make sure it works as expected.

If you're more technical and want to look more into this, check out this library we use for these tags.

4. Drift Intel

Ensure that every visitor gets the kind of personal touch that most B2B websites are missing!

With Drift Intel, Bot and Pop Over Playbooks have a robust list of Drift Intel audience settings.

  • When you create a Chat Playbook find the Audience Settings.
  • Click on "Visitors who match all of the conditions in any of the following groups" and Add a group of conditions
  • The Clearbit options are under Drift Intel

Here it is all at once!


We all know the power of account based marketing. With Drift, when a VIP lead lands on your site your sales team can instantly reach out with a personalized message, directly from the account owner.

Drift Intel allows you to further customize these playbooks using Audience Settings.

Learn more about the other Audience Settings here

5. Target Ad Traffic

If you are looking to tie a Drift Playbook to an ad campaign you are running, you've come to the right place! There are two ways that you can do this.

1. Using the Audience Settings, you can set up a custom playbook to trigger on your site for users clicking on your paid ads so you can keep your users engaged on and off your website.

You will want to select "URL Query Param", "includes", and add your UTM parameter to the condition. If you want to test it out, you can attach the UTM parameter to any URL on your site where Drift is installed!

2. Conversational Landing Pages (CLP) were created exactly for this purpose! With a CLP, you can take potential customers directly from an ad to a conversation. 

Learn more about CLPs here

6. Target Online/Offline Hours

When you are creating a Playbook, there is no default setting that will ensure that your campaigns are following the online/offline hours your company has put in place.

However, you can use Audience Settings to ensure that your campaigns follow those criteria. Not only can you have your campaign only run when you are online, you can have campaigns only run when you are offline as well!

Make sure that you select 'Drift' from the left sidebar in after you click your Audience Settings, and then select whether you want Drift Online to be 'true' or 'false'.

Team Online/Offline Hours

Once you've set up your team hours, use Audience Settings to have specific playbooks fire only when a team is online/offline.

You can find step by step instructions on setting this up here

7. Attribute Mapping

Attribute mapping allows the information that you collect from your Bots to be added to your contacts - making it easier for you to see qualifying information about your leads right from the conversation or contact view in your Drift account.

These attributes can sync to Salesforce or you can use it to send targeted messages to people when they come back to your site.

  • First, create a new contact attribute to map, unless you already have one in mind.
  • In order to catch typed answers, make sure you have keyword groups
  • Button responses will still be mapped, if you are using Buttons Only, disregard this.
  • Click Advanced Settings under the question you want to map it for.

You will then have the ability to choose which attribute to associate the answers of that question with in the Drift contact record.

By clicking the gear icon, you also have options to clone your question and to limit responses to buttons only. Though we won't delve into this in depth, come chat with us if you have any questions!

Make sure to create an attribute in your Contacts View before you map the attribute in a Playbook

You can track different attributes for each Bot question, so that each piece of information you collect throughout the conversation will be added into the contact record!

Lastly, sync these attributes over to your CRM if you want:

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