CTA Behavior Reference
Last updated: July 22, 2026
Agent CTAs control what the Marketing Agent can offer during a conversation, such as opening a booking page, sending a visitor to another URL, or launching an embedded experience.
Use this reference alongside Setting Up Agent CTAs when you need to choose the right CTA behavior for a specific visitor flow.
Common CTA Behaviors
Behavior | What it does | Use when |
|---|---|---|
Iframe | Opens the destination inside the widget experience when the destination supports embedding. | You want visitors to stay in the conversation while completing the next step. |
New tab | Opens the destination in a separate browser tab. | The destination blocks iframe embedding or the next step needs a full browser page. |
Default CTA | Makes one CTA the fallback option when more specific CTA instructions do not apply. This is always displayed along with the conversation. | You want the agent to have a safe next step after answering or qualifying. |
How to Choose
Use iframe behavior for lightweight embedded steps, such as a scheduler that supports iframe loading. Use new-tab behavior when the destination needs more space, uses strict security headers, or should happen outside the widget.
Keep CTA labels short and action-oriented. Examples include Book a Demo, View Pricing, Talk to Sales, or Open Calculator.
Validation Checklist
The CTA label is clear to a visitor.
The CTA instructions describe when the agent should show it.
The iframe or new-tab behavior matches the destination.
The CTA appears in Preview only when the visitor context makes sense.
The destination loads correctly from the visitor-facing page.