A server may execute a communication process flow that controls electronic communications between a tenant of a multitenant system and a set of users corresponding to the tenant. A set of electronic communications that are transmitted to a particular user of the set of users is determined based at least in part on a set of actions defined by the communication process flow. The server may monitor web behavior data associated with the set of users in accordance with a first action of the set of actions, detect that a first user of the set of users satisfies a rule defined by the first action based at least in part on monitoring of the web behavior data, and route the first user to a next action of the set of actions in the communication process flow based at least in part on detecting that the first user satisfies the rule.