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Variables in Flowla let you create room templates that automatically adapt based on the company, contact, and room creator. They eliminate manual edits, keep content consistent, and help your team scale personalized experiences.

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What are variables

Variables are dynamic placeholders you can insert into your Flowla rooms (and templates) to auto-fill personalized info. For example:
  • {{room_creator_first_name}} will be replaced with the first name of the person creating the room
  • {{target_company_name}} will be replaced with the prospect’s company
These variables help ensure every room feels tailor-made without repetitive work.

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Why it matters

Instead of copy-pasting names, titles, or links every time, you just insert variables like {{primary_contact_first_name}} or {{room_creator_meeting_link}}. Flowla fills in the rest based on the Room creator, the target company, or your CRM. With variables:
  • The right contact and company info is always filled in (from your CRM or the first shared user)
  • The room creator’s details (name, title, calendar link) adapt based on who builds the Room, whether it’s Sales, CS, or anyone else
This makes Rooms feel personal and consistent, while staying scalable across your team.

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Where variables pull data from

  1. Your profile in Flowla: name, job title, phone number, calendar link, etc.Go to Settings -> Profile to fill out your information.
  2. CRM integrations: when available, Flowla can pull company, contact, and deal data
  3. Manual inputs during room creation: more on that below

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Types of variables & How to add them to a room

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Pre-built Variables

Flowla provides pre-built variables that cover the room creator, the target company, and the room context.​ To add a variable:
  • Hit / in any text block
  • Select Variables from the menu
  • Choose the one you need from the list
a) Target company & contact variables Automatically populated when you assign a company or when Flowla identifies the primary contact.
  • {{primary_contact_first_name}}
  • {{primary_contact_full_name}}
  • {{target_company_name}}
  • {{target_company_logo}}​
If your CRM integration is active, these values are pulled directly from the associated deal/opportunity or company record. If you’re not integrated, the {{primary_contact}}can either:
  • Be assigned manually inside the room, or
  • Be set automatically as the first person you share the room with
b) Room context variables These variables relate to the person who created the room and the room itself. They’re essential for creating reusable templates across your team, ensuring each room includes the correct name, avatar, meeting link, or contact details.
  • {{room_link}}
  • {{room_creator_meeting_link}}
  • {{room_creator_linkedin_url}}
  • {{room_creator_avatar}}
  • {{room_creator_phone_number}}
  • {{room_thumbnail}}
c) Your Organization Variables Auto-filled based on the Flowla profile of the person creating the Room.
  • {{room_creator_title}}
  • {{organization_name}}
  • {{org_logo}}
These are especially powerful when you’re sharing a Room template across a team - each creator’s details automatically populate without edits.

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Custom variables

You can also create your own custom variables Select custom variables from the variable menu, Flowla will offer to “Create a custom variable.” Where do they appear
  • If your room includes any custom variables, they’ll show up in the final step of the room creation wizard, prompting you to fill them in.

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How variables appear when editing

  • Filled variables show up as blue when you’re in Edit Mode
  • Empty or missing variables show up as orange, so you can spot and fill them in
When previewing your room (presentation mode), variables appear as regular text, no highlight.