Core concepts in brief

Here is the whole model in a couple of minutes. Each term links to its full explanation in Concepts.

The hierarchy

experience → card(s) → template

• An experience is a set of at least one card. It’s the participant-facing flow.
• A card is a single page. It applies a template (the chrome — header, footer, branding) whose one slot, the outlet, holds the card’s content.
• The outlet’s content is currently being reworked and will be reintroduced later.

A card can have no template and an empty outlet, so the platform always controls exactly what each card displays.

Who sees it

• A visitor is an anonymous person on your website, tracked by a first-party cookie. Visitors never have accounts.
• A participant is a named contact (typically a name and email) enrolled in an experience — for example, created when your CRM triggers an experience by webhook.

How it’s decided and measured

• Tags are behavioural labels applied to a visitor (e.g. has-viewed-pricing). Attributes are values carried on a visitor or participant (e.g. an email, a plan name) that conditions can test.
• A flow is the graph that decides when an experience starts and advances — built from a webhookStart entry, condition checks and actions.
• A goal is the outcome a flow is trying to reach. Reaching it can fire an outbound event back to your systems.

How it connects to your stack

• Inbound: your systems (CRM/CDP/ERP) call a 2mee webhook to start or advance a flow.
• Outbound: a flow reports what happened by calling your endpoint or a connected system’s API.

That two-way connection is what Integrations and the Webhooks reference cover.