Macro
A Macro in Salesforce is a sequence of pre-configured actions that an agent can run on a record with one click.
Definition
A Macro in Salesforce is a sequence of pre-configured actions that an agent can run on a record with one click. The most common use is in the Service Console, where macros let agents handle repetitive case patterns (set Status to In Progress, attach a Knowledge article, send a templated email, change the case Owner to the SME queue) as a single operation instead of five separate clicks. Macros are configured by admins, organized by folders, and assigned to user groups through permission sets.
Macros come in two flavors. Bulk Macros run silently against a list of records (close every selected case with status Resolved). Regular Macros run interactively against the active record in the console, prompting the agent for any inputs the macro template needs. Both flavors are built in the Macro Builder UI inside the Service Console. Modern macros use the Lightning Macro framework, replacing the legacy Aura-based macros that shipped originally. Macros are the lightweight automation layer between manual click-by-click work and the heavier Flow-based automation that runs in the background.
How Macros automate agent work in the Service Console
Why macros exist alongside Flow
Salesforce has multiple automation tools. Flow runs in the background or on trigger events. Process Builder is the legacy automation. Approval Process handles approvals. Macros fill a specific gap: agent-initiated, console-driven, multi-step actions. The agent presses a button, the macro runs against the record they are currently viewing, and the work completes in a few seconds. Flow could do the same work, but agents would have to launch the Flow, fill in screen inputs, and wait for it to render. Macros collapse the click-flow-input-submit pattern into a single click, which matters when agents handle 50 cases a day.
The Macro Builder
Macros are built in a wizard-style UI inside the Service Console. The admin picks the record type the macro applies to (Case, Lead, custom object), defines a sequence of instructions, and saves. Each instruction is a step: Select Field, Insert Quick Text, Send Email, Apply Knowledge Article, Set Status, Update Record. The wizard guides through the configuration. The result is a Macro record stored in the Macro object, queryable through SOQL for governance and reporting.
Instructions: the building blocks
A macro is a list of Instructions. Each instruction does one thing: Select an Email Action (open the email publisher), Insert Quick Text (paste a templated snippet), Insert Email Template, Insert Merge Field, Submit (send the email), Update Record Field (set a value), Apply Knowledge Article (attach an article), Click Button (run a Quick Action). Instructions run in order. The macro fails on the first error and surfaces a message to the agent. Conditional logic is limited; for branching workflows, use Flow instead.
Bulk Macros vs Regular Macros
Regular Macros run against the active record in the console. The agent opens a case, runs the macro, the macro updates that case. Bulk Macros run silently against a selected list of records. The agent selects 20 cases from a list view, runs the bulk macro, all 20 cases get updated in one operation. Bulk macros are limited to non-interactive instructions: they can update fields and apply Quick Actions but cannot prompt the agent for input. Most teams use both: regular macros for typical case work, bulk macros for end-of-day cleanup like closing resolved cases.
Permissions and folder-based sharing
Macros are organized into folders. Each folder has its own sharing settings: who can view, who can edit, who can run. The granularity lets a team build private macros for specific case patterns without exposing them to every agent. Permissions are granted through profile or permission set with the Manage Macros user permission for builders and Run Macros for consumers. Most teams set up a single shared folder for team-wide macros and let senior agents build private folders for their own shortcuts.
Quick Text integration
Macros pair naturally with Quick Text. A Quick Text record holds a templated text snippet (a refund explanation, a follow-up instruction). A macro can include an Insert Quick Text instruction that pastes the snippet into the active email or chat. The combination is what makes responses fast: the macro orchestrates the steps, Quick Text supplies the content. Quick Text supports merge fields, so the snippet personalizes with the contact name, case number, or account details automatically when inserted.
Macros and the Lightning Console
Macros live in the Service Console Utility Bar. Agents open the Macros widget, search for a macro by name, click Run. The macro executes against the active console tab. After completion, a toast notification confirms success or surfaces the error. For frequently used macros, agents can pin favorites to the top of the widget. Keyboard shortcut binding is supported: assign a keystroke to a macro and the agent can run it without touching the mouse, which is meaningful at high case volume.
Building a Macro for agent productivity
Building a macro is a wizard-driven workflow inside the Service Console. Pick the record type, define the instruction sequence, organize into a folder, share with the team.
- Open the Macros widget in the Service Console
Service Console, Utility Bar, click the Macros icon. The widget shows the existing macros library. Click New Macro to open the builder.
- Pick the record type and folder
The first screen asks which record type the macro applies to (Case, Lead, custom object). Pick a folder for organization. Folder choice drives sharing permissions.
- Add instructions
Click Add Instruction. Pick the instruction type: Update Record Field, Apply Knowledge Article, Insert Quick Text, Send Email, Submit Quick Action. Configure each step with the specific field, article ID, or template.
- Set the macro to Bulk if applicable
For macros that run against multiple selected records, toggle Bulk Macro on. Bulk macros skip interactive prompts and only support non-blocking instructions.
- Test against a sample record
Open a test case, run the macro, confirm the actions execute as expected. The Macro Builder also has a Test feature that simulates the run against a sample record.
- Share the folder with the team
Open the folder settings, share with the appropriate public group or role. Grant Run-Only access to most agents and Manage access to senior agents who build macros.
- Pin frequently used macros
Agents pin their most-used macros to the top of the widget. Admins can pre-pin team-favorites through the Macro Builder.
Display name shown in the Macros widget. Should describe the action plainly (Reset Password, Refund Standard, Tier 2 Escalation).
Organization unit that controls sharing. New folders should be created with intentional sharing settings.
The sObject the macro applies to. Case is the most common; Lead, Contact, and custom objects are also supported.
The ordered sequence of steps the macro runs. At least one instruction is required.
Optional flag. When on, the macro runs silently across selected records and only supports non-interactive instructions.
- Bulk Macros only support non-interactive instructions. Insert Quick Text, Send Email, and any instruction that prompts for input are blocked in Bulk mode.
- Macros fail on the first error and stop. A macro that updates five fields will partially update if field three fails validation. Plan for atomicity if needed.
- Macros require the Run Macros user permission. Without it, agents see the widget but cannot execute. Default Service Cloud permission sets grant this; custom profiles may not.
- Knowledge Article apply instructions require the article to be Published in the right channel. Apply on a Draft article fails silently in some macro versions.
- Macros do not respect Validation Rules in all cases. A macro update that bypasses a validation rule (because the field is set in the wrong order) leaves data in an unexpected state. Test against the full case lifecycle.
Trust & references
Straight from the source - Salesforce's reference material on Macro.
- Macros OverviewSalesforce Help
- Create MacrosSalesforce Help
- Bulk MacrosSalesforce Help
About the Author
Dipojjal Chakrabarti is a B2C Solution Architect with 29 Salesforce certifications and over 13 years in the Salesforce ecosystem. He runs salesforcedictionary.com to help admins, developers, architects, and cert/interview candidates sharpen their fundamentals. More about Dipojjal.
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