Liquid Overview - Conversion Docs

Liquid is an open-source template language that enables you to create dynamic, personalized content throughout Conversion. Use Liquid to insert contact data, add conditional logic, and transform values in your emails, workflows, and integrations.

Quick Start

Liquid uses simple syntax to output dynamic values:

Hi {{ contact.first_name }}, welcome to {{ company.name }}!

This outputs: “Hi Sarah, welcome to Acme Corp!”

Where You Can Use Liquid

Liquid is supported throughout Conversion:

Location	Supported Fields
Emails	Subject line, preview, and body content
Workflow nodes	Magic enrich, Slack messages, internal email alerts, Salesforce task creation, etc.
Change Field node	The value being set
Webhooks	Request body

Liquid Basics

Liquid consists of three core components:

Objects

Objects output dynamic values using double curly braces:

{{ contact.first_name }}
{{ company.industry }}

Filters

Filters modify output using the pipe character:

{{ contact.first_name | upcase }}
{{ contact.created_at | date: "%B %d, %Y" }}

Conversion supports the core Liquid language — the objects, tags, and filters documented at shopify.github.io/liquid. Filters and tags that only exist on the Shopify platform itself (filters like money, img_url, or t, and tags like render, echo, liquid, increment, and decrement) are not available and will fail validation.

Data Objects

All Liquid in Conversion is written from the contact’s perspective. This provides a consistent mental model: you’re always asking “what data does this contact have access to?”

Contact

Access any field on the contact:

{{ contact.first_name }}
{{ contact.email }}
{{ contact.job_title }}
{{ contact.custom_field_key }}

Company

Access fields from the contact’s associated company:

{{ company.name }}
{{ company.industry }}
{{ company.annual_revenue }}

Opportunities

Access opportunities through two paths, depending on the relationship:

Company Opportunities
Contact Opportunity Roles

Access opportunities associated with the contact’s company. Returns up to 10 opportunities, sorted by their created date in the CRM in descending order, newest first.The numeric index reflects creation order: [0] is the most recently created opportunity and [9] is the oldest of the 10 returned. Use the index to target a specific opportunity by recency:

{{ company._opportunities[0].name }}
{{ company._opportunities[0].amount }}
{{ company._opportunities[0].stage }}

Use .first and .last as shortcuts. .first is equivalent to [0] (the most recently created opportunity). .last returns the last item in the array (the oldest of the 10 returned, not necessarily the oldest opportunity overall):

{{ company._opportunities.first.name }}
{{ company._opportunities.last.stage }}

Iterate over all opportunities:

{% for opp in company._opportunities %}
  - {{ opp.name }}: {{ opp.stage }}
{% endfor %}

Example: reference the most recent opportunity in a Slack messageA common pattern is alerting a Slack channel about the contact’s most recently created opportunity:

New activity on {{ company.name }}'s latest opportunity:
*{{ company._opportunities.first.name }}* ({{ company._opportunities.first.stage }})
Amount: {{ company._opportunities.first.amount }}
Owner: {{ company._opportunities.first.owner_name | default: "Unassigned" }}

Access the contact’s roles on a company opportunity:If the contact has Opportunity Contact Roles (OCRs) on an opportunity, they’re available through the _roles array:

{{ company._opportunities.first._roles[0].role }}
{{ company._opportunities.first._roles[0].is_primary }}

_roles is empty if the contact has no OCRs on that opportunity.

Access opportunities where the contact has a direct Opportunity Contact Role. Returns the 10 most recently created OCRs.

{{ opportunity_roles.first.role }}
{{ opportunity_roles.first.is_primary }}
{{ opportunity_roles.first._opportunity.name }}
{{ opportunity_roles.first._opportunity.amount }}

Iterate over opportunity roles:

{% for ocr in opportunity_roles %}
  {% if ocr.is_primary %}
    Primary contact on {{ ocr._opportunity.name }}
  {% endif %}
{% endfor %}

Custom Objects

Records connected to the contact (or its company, or one of its opportunities) are exposed directly on the object they relate to, as relationship fields — addressed by the relationship field’s key, not by the related object type’s name. A relationship on the contact appears under contact., one on the company under company., one on an opportunity under that opportunity, and each related object exposes its own relationships the same way. A to-one relationship resolves to a single record:

{{ contact.account_manager.name }}

A to-many relationship resolves to an array of up to 10 records:

{{ contact.subscriptions[0].plan_name }}
{{ contact.subscriptions.first.plan_name }}

Iterate over a to-many relationship:

{% for subscription in contact.subscriptions %}
  - {{ subscription.plan_name }} ({{ subscription.status }})
{% endfor %}

Each related object exposes its fields by field key, plus an id field — its unique identifier — and its own relationship keys for the next hop. Each segment is exactly one hop:

{{ contact.subscriptions.first.product.name }}

A relationship can also land on a contact, a company, or an opportunity, not only on a custom object record. Those resolve the same way, exposing that object’s own fields and id:

{{ contact.subscriptions.first.account_owner.email }}

{% for subscriber in contact.subscriptions.first.subscribers %}
  {{ subscriber.first_name }}
{% endfor %}

A relationship read this way exposes the related object’s fields, not the extras its own namespace adds — company._opportunities and opportunity._roles are reachable through {{ company }} and {{ opportunity }}, not through a hop. A missing, unset, or dangling relationship renders as an empty string rather than erroring.

Relationship fields on a campaign member are the one exception: they render the related record’s id rather than the record, so {{ campaign_member.subscription }} is an id and {{ campaign_member.subscription.plan }} is blank. Read the same record through the contact instead.

Tokens

Access token values set in your campaigns:

{{ tokens.webinar_date }}
{{ tokens.promotion_code }}

The campaign referenced is the parent campaign of the asset you are using Liquid in. For example, using tokens.webinar_date in a blast will reference the value of webinar_date of the campaign the blast is in.

Campaign Member

The campaign_member object gives Liquid access to the contact’s campaign membership: the record that links the contact to a specific campaign. Use it to personalize content with member fields (like a webinar join URL or a response date) and to react to the member’s current status.

Hi {{ contact.first_name }}, you're registered! Join here: {{ campaign_member.webinar_url }}

member is a shorthand alias for campaign_member. The two are interchangeable: {{ member.webinar_url }} renders the same value as {{ campaign_member.webinar_url }}.

Like tokens, campaign member data is resolved from the parent campaign of the asset you are using Liquid in. If the asset is nested more deeply, the nearest ancestor campaign is used. If the asset isn’t inside a campaign, the contact isn’t a member of that campaign, or the referenced field has no value, campaign_member expressions render as empty strings. This is handled gracefully and won’t cause errors. While both tokens and campaign_member resolve against the asset’s parent campaign, they hold different data: tokens are campaign-level values that are the same for every contact in the campaign (like a webinar date), while campaign member fields are per-contact values on the membership record (like a personal join URL or attendance duration). If a contact is a member of multiple campaigns, only the membership in the asset’s parent campaign is referenced. Member fields Access any campaign member field by its field key. Values respect the field’s data type: date and datetime fields work with the date filter, number fields work with math filters, and boolean fields can be used directly in conditionals.

{{ campaign_member.webinar_url }}
{{ campaign_member.response_channel }}
{{ campaign_member.webinar_registered_at | date: "%B %d, %Y" }}

Campaign member fields come from several sources:

Custom fields you create in your workspace with the Campaign member object type
Workflow writes from the Update Campaign Member Field node
Salesforce sync, for campaigns synced to Salesforce campaigns (see Salesforce Sync)
Webinar fields, populated automatically by the webinar registration and attendance flows

For webinar campaigns, Conversion maintains a set of read-only, system-populated member fields:

Field key	Type	Description
`webinar_url`	String	The member’s personal join URL
`webinar_registrant_id`	String	The member’s registrant ID with the webinar provider
`webinar_registered_at`	Datetime	When the member registered
`webinar_join_time`	Datetime	When the member joined the session
`webinar_leave_time`	Datetime	When the member left the session
`webinar_join_duration`	Number	Total time attended, in seconds

Member status The _status object exposes the member’s current status. Values resolve at render time, so the status reflects the member’s current status when the email is sent or the workflow node runs, whether it was changed manually, by the Update Campaign Member node, or by Salesforce sync.

Field	Type	Description
`campaign_member._status.name`	String	Name of the member’s current status (e.g., Invited, Registered, Attended)
`campaign_member._status.is_success`	Boolean	Whether the current status is marked as a success status on the campaign type

{% if campaign_member._status.is_success %}
  Thanks for attending! Here's your recording.
{% else %}
  Sorry we missed you! Watch the replay on demand.
{% endif %}

Webinar and Custom Campaign

When the asset you’re writing Liquid in sits inside a campaign, the campaign’s own metadata is available. webinar resolves from the nearest ancestor webinar, and custom_campaign from the nearest ancestor custom campaign. If the asset isn’t inside one, the expressions render as empty strings. Webinar fields: name, title (the provider’s event title, which can differ from name), description, start_time (a real timestamp — use the date filter), duration (minutes), timezone, host (host email), provider (ZOOM, SEQUEL, or GOLDCAST), provider_webinar_id, provider_registration_url, salesforce_id.

Join us for {{ webinar.name }} on {{ webinar.start_time | date: "%B %d at %I:%M %p" }} ({{ webinar.timezone }})

Custom campaign fields: name, description, salesforce_id.

You're part of our {{ custom_campaign.name }} program.

Email Variables

The following variables are available only in email body content (they are not replaced in subject lines, preview text, or workflow node content):

Variable	Description
`{{view_in_browser_link}}`	Renders a link to a hosted, browser-viewable version of the email.
`{{unsubscribe_link}}`	Renders the recipient’s unsubscribe link URL.

Having trouble viewing this email? <a href="{{view_in_browser_link}}">View in browser</a>

Current Date and Time

Use now to get the current UTC datetime:

{{ now | date: "%B %d, %Y" }}
{{ now | date: "%Y-%m-%d" }}

Trigger Context

When a workflow runs, contextual data about what triggered it is available through the trigger object. Use trigger.type to identify what triggered the workflow.

Form Submissions

{% if trigger.type == "form_submission" %}
  Thanks for submitting {{ trigger.form_submission.form_name }}!
{% endif %}

Field	Description
`trigger.form_submission.form_name`	Name of the form
`trigger.form_submission.cnv_form_id`	Unique identifier of the form
`trigger.form_submission.page_url`	URL where the form was submitted
`trigger.form_submission.submitted_at`	Timestamp of submission
`trigger.form_submission.referrer`	Referring URL (if available)
`trigger.form_submission.utm_source`	UTM source parameter (if available)
`trigger.form_submission.utm_medium`	UTM medium parameter (if available)
`trigger.form_submission.utm_campaign`	UTM campaign parameter (if available)
`trigger.form_submission.utm_term`	UTM term parameter (if available)
`trigger.form_submission.utm_content`	UTM content parameter (if available)
`trigger.form_submission.fields.<field>`	Any submitted field value

UTM values come from the first page visit in the session that the submission belongs to, not the page the form was submitted on. If someone lands via a campaign link and then browses to a page without UTM parameters before submitting, you still get the original campaign values. If the session has no tracked page visits, the values fall back to the UTM parameters parsed from the URL the form was submitted on.

{{ trigger.form_submission.fields.company_size }}
{{ trigger.form_submission.fields.use_case }}

If a form field name contains spaces (e.g., “Country Of Origin”), you can’t use dot notation. Use bracket syntax instead:

{{ trigger.form_submission.fields["Country Of Origin"] }}

Page Visits

{% if trigger.type == "page_visit" %}
  Thanks for visiting {{ trigger.page_visit.page_url }}
{% endif %}

Field	Description
`trigger.page_visit.page_url`	URL of the visited page
`trigger.page_visit.referrer`	Referring URL
`trigger.page_visit.type`	Visit type
`trigger.page_visit.utm_source`	UTM source parameter
`trigger.page_visit.utm_medium`	UTM medium parameter
`trigger.page_visit.utm_campaign`	UTM campaign parameter
`trigger.page_visit.utm_term`	UTM term parameter
`trigger.page_visit.utm_content`	UTM content parameter
`trigger.page_visit.visited_at`	Timestamp of visit

Email Events

All email triggers share common metadata:

Field	Description
`trigger.email.cnv_email_id`	Email asset ID
`trigger.email.cnv_sent_email_id`	Unique identifier for this specific send
`trigger.email.name`	Name of the email in Conversion
`trigger.email.subject`	Subject line of the sent email
`trigger.email.sent_at`	Timestamp when email was sent

For link clicks, access the clicked URL:

{% if trigger.type == "email_link_clicked" %}
  You clicked {{ trigger.email.link.url }} in "{{ trigger.email.name }}"
{% endif %}

Field Changes

Access previous values when a contact or company field changes:

{% if trigger.type == "contact_updated" %}
  {% if trigger.contact._changed.title %}
    Your title changed from "{{ trigger.contact._previous.title }}" to "{{ contact.title }}"
  {% endif %}
{% endif %}

{% if trigger.type == "company_updated" %}
  {% if trigger.company._changed.industry %}
    {{ company.name }}'s industry is now {{ company.industry }}
  {% endif %}
{% endif %}

Audience Changes

{% if trigger.type == "added_to_audience" %}
  Welcome to {{ trigger.audience.name }}!
{% endif %}

Opportunity Events

{% if trigger.type == "opportunity_updated" %}
  {% if trigger.opportunity._changed.stage %}
    {{ trigger.opportunity.name }} moved to {{ trigger.opportunity.stage }}
  {% endif %}
{% endif %}

Custom Events

{% if trigger.type == "custom_event" %}
  Event: {{ trigger.custom_event.name }}
  {{ trigger.custom_event.data.product_id }}
{% endif %}

API Triggers

{% if trigger.type == "api" %}
  Processing: {{ trigger.api.data.campaign_name }}
{% endif %}

For a complete list of trigger types and their available fields, see Trigger Context Reference.

Conditional Logic

Use Liquid tags to add logic to your content:

If/Else Statements

{% if contact.industry == "Technology" %}
  Check out our tech solutions.
{% elsif contact.industry == "Healthcare" %}
  See our healthcare offerings.
{% else %}
  Explore our full product suite.
{% endif %}

Case Statements

{% case trigger.type %}
  {% when "form_submission" %}
    Thanks for filling out {{ trigger.form_submission.form_name }}!
  {% when "email_link_clicked" %}
    Thanks for clicking through from "{{ trigger.email.name }}"
  {% when "opportunity_created" %}
    Excited to kick off {{ trigger.opportunity.name }}!
  {% else %}
    Thanks for your interest!
{% endcase %}

Checking for Empty Values

{% if contact.company %}
  You work at {{ company.name }}
{% else %}
  Tell us about your company
{% endif %}

Filters

Filters transform values. Chain multiple filters with pipes:

{{ contact.first_name | upcase }}
{{ contact.email | split: "@" | last }}
{{ contact.created_at | date: "%B %d, %Y" }}

Common Filters

upcase

Converts text to uppercase.

{{ "hello" | upcase }}

Output: HELLO

downcase

Converts text to lowercase.

{{ "HELLO" | downcase }}

Output: hello

capitalize

Capitalizes the first character.

{{ "hello" | capitalize }}

Output: Hello

default

Provides a fallback value when the input is empty or nil.

{{ contact.middle_name | default: "N/A" }}

Output: N/A (if middle_name is empty)

date

Formats a date using strftime syntax.

{{ now | date: "%B %d, %Y" }}

Output: January 15, 2025Common format codes:

%Y: 4-digit year (2025)
%m: Month as number (01–12)
%B: Full month name (January)
%d: Day of month (01–31)
%H: Hour in 24-hour format (00–23)
%M: Minute (00–59)

size

Returns the number of items in an array or characters in a string.

{{ company._opportunities | size }}

Output: 3 (if there are 3 opportunities)

first / last

Returns the first or last item of an array.

{{ company._opportunities | first }}
{{ company._opportunities | last }}

split

Divides a string into an array based on a delimiter.

{{ contact.email | split: "@" | last }}

Output: acme.com (for email sarah@acme.com)

Fallback Values

Use the default filter to provide fallback values when data is missing:

Hi {{ contact.first_name | default: "there" }},

Your company, {{ company.name | default: "your organization" }}, is in 
the {{ company.industry | default: "your industry" }} space.

Handling Missing Data

When Liquid syntax is valid but data isn’t available at runtime (for example, a form field wasn’t submitted), the expression evaluates to an empty string. This is not treated as an error.

{{ contact.middle_name }}  {/*  Empty string if not set  */}
{{ trigger.form_submission.fields.optional_field }}  {/*  Empty string if not submitted  */}

Best practices for handling missing data:

Use fallbacks for values that might be empty:

{{ contact.first_name | default: "there" }}

Use conditionals to show or hide entire sections:

{% if company.industry %}
  We specialize in {{ company.industry }}.
{% endif %}

Combine both for maximum flexibility:

{% if contact.first_name %}
  Hi {{ contact.first_name }},
{% else %}
  Hi there,
{% endif %}

Validation and Errors

Conversion validates Liquid syntax in real-time as you write. Common validation errors include:

Error Type	Example	Message
Invalid field	`contact.unknown_field`	”unknown_field” is not a valid contact field
Invalid relationship	`contact.unknown_relationship`	”unknown_relationship” is not a valid contact field
Invalid index	`company._opportunities[15]`	Index must be 0–9
Invalid token	`tokens.unknown`	”unknown” is not a valid token
Syntax error	Missing closing braces	Missing closing braces

Validation by Context

Context	What Happens When Validation Fails
Email	Email cannot be sent; marked as incomplete in workflows
Workflow node	Node marked as “not set up”; workflow cannot be activated
Webhook	Webhook cannot be saved

Validation catches syntax and configuration errors before runtime. Missing data at runtime (like an empty field) is handled gracefully and won’t cause errors.

Examples

Personalized Welcome Email

Hi {{ contact.first_name | default: "there" }},

Welcome to Conversion! 

{% if company.industry %}
We've helped many {{ company.industry }} companies like {{ company.name }} 
streamline their marketing operations.
{% else %}
We're excited to help {{ company.name | default: "your team" }} streamline 
your marketing operations.
{% endif %}

Best,
The Conversion Team

Form Submission Follow-up

{% if trigger.type == "form_submission" %}
Thanks for your interest in {{ trigger.form_submission.fields.product | default: "our solutions" }}, 
{{ contact.first_name }}!

{% if trigger.form_submission.fields.company_size == "Enterprise" %}
I'd love to schedule a call with our enterprise team to discuss your needs.
{% else %}
Check out our self-serve options to get started right away.
{% endif %}
{% endif %}

Status-Aware Webinar Follow-up

{% if campaign_member._status.name == "Attended" %}
  Thanks for joining us live! Here are the resources we mentioned.
{% elsif campaign_member._status.name == "Registered" %}
  We missed you! The replay is ready whenever you are.
{% else %}
  There's still time to register for the next session.
{% endif %}

Opportunity Stage Change Notification

{% if trigger.type == "opportunity_updated" %}
{% if trigger.opportunity._changed.stage %}
Great news! {{ trigger.opportunity.name }} just moved from 
{{ trigger.opportunity._previous.stage }} to {{ trigger.opportunity.stage }}.

{% if trigger.opportunity.stage == "Closed Won" %}
🎉 Congratulations on closing the deal!
{% endif %}
{% endif %}
{% endif %}

Quick Reference

Object Syntax

Object	Description	Example
`contact`	Contact fields	`contact.first_name`
`company`	Company fields	`company.name`
`company._opportunities`	Company’s opportunities	`company._opportunities.first.name`
`opportunity_roles`	Contact’s opportunity roles	`opportunity_roles.first.role`
`contact.<relationship_key>` / `company.<relationship_key>`	Custom object records by relationship field key	`contact.subscriptions[0].plan_name`
`tokens`	Campaign tokens	`tokens.promo_code`
`campaign_member`	Contact’s campaign membership (alias: `member`)	`campaign_member._status.name`
`webinar`	Nearest ancestor webinar of the asset	`webinar.start_time`
`custom_campaign`	Nearest ancestor custom campaign of the asset	`custom_campaign.name`
`trigger`	Trigger context	`trigger.type`
`now`	Current UTC datetime	`now` (use with `date` filter)

Naming Conventions

Pattern	Meaning	Example
`object.field`	Direct field access	`contact.email`
`object._<related>`	Underscore prefix marks a related object	`company._opportunities`
`object[n]`	Array index (0–9)	`opportunity_roles[0]`
`object.first` / `.last`	First or last item	`company._opportunities.first`
`trigger.<type>`	Trigger-specific data	`trigger.form_submission.form_name`
`trigger.object._previous`	Previous value	`trigger.opportunity._previous.stage`
`trigger.object._changed`	Changed field flags	`trigger.opportunity._changed.stage`

Frequently Asked Questions

Why do some objects start with an underscore?

The underscore prefix (_) indicates a related object rather than a direct field. For example, company._opportunities accesses opportunities related to the company, while company.name accesses the company’s name field directly.

What's the difference between company._opportunities and opportunity_roles?

company._opportunities returns all opportunities associated with the contact’s company. opportunity_roles returns only opportunities where this specific contact has an Opportunity Contact Role (OCR). A contact might have access to company opportunities they’re not directly involved with.

How many items can I access in arrays?

Arrays like company._opportunities, opportunity_roles, and to-many relationships like contact.subscriptions return up to 10 items, accessible via indexes 0–9.

What happens if I reference a field that doesn't exist?

Conversion validates your Liquid in real-time. If you reference a field that doesn’t exist (like a typo or deleted field), you’ll see a validation error and won’t be able to save or send until it’s fixed.

What if a field exists but has no value?

If the field exists but is empty for a particular contact, the expression evaluates to an empty string. Use the default filter to provide a fallback value.

Can I use Liquid in email subject lines?

Yes! Liquid is supported in both email subject lines and body content. This is a great way to personalize subject lines for better open rates.

​Quick Start

​Where You Can Use Liquid

​Liquid Basics

​Objects

​Tags

​Filters

​Data Objects

​Contact

​Company

​Opportunities

​Custom Objects

​Tokens

​Campaign Member

​Webinar and Custom Campaign

​Email Variables

​Current Date and Time

​Trigger Context

​Form Submissions

​Page Visits

​Email Events

​Field Changes

​Audience Changes

​Opportunity Events

​Custom Events

​API Triggers

​Conditional Logic

​If/Else Statements

​Case Statements

​Checking for Empty Values

​Filters

​Common Filters

​Fallback Values

​Handling Missing Data

​Validation and Errors

​Validation by Context

​Examples

​Personalized Welcome Email

​Form Submission Follow-up

​Status-Aware Webinar Follow-up

​Opportunity Stage Change Notification

​Quick Reference

​Object Syntax

​Naming Conventions

​Frequently Asked Questions

Quick Start

Where You Can Use Liquid

Liquid Basics

Objects

Tags

Filters

Data Objects

Contact

Company

Opportunities

Custom Objects

Tokens

Campaign Member

Webinar and Custom Campaign

Email Variables

Current Date and Time

Trigger Context

Form Submissions

Page Visits

Email Events

Field Changes

Audience Changes

Opportunity Events

Custom Events

API Triggers

Conditional Logic

If/Else Statements

Case Statements

Checking for Empty Values

Filters

Common Filters

Fallback Values

Handling Missing Data

Validation and Errors

Validation by Context

Examples

Personalized Welcome Email

Form Submission Follow-up

Status-Aware Webinar Follow-up

Opportunity Stage Change Notification

Quick Reference

Object Syntax

Naming Conventions

Frequently Asked Questions