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The Contact meets criteria trigger enrolls contacts into a workflow when they match a set of conditions you define. This is the only trigger type where the system continuously evaluates contact data against your criteria, rather than reacting to a specific event.

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Configuration

You define the entry criteria using the Unified Query Engine, which lets you build conditions based on contact fields, company fields, and more. Contacts who match the criteria when the workflow is activated, and contacts who come to match it later, will enter the workflow. For details on available operators and field types, see the Unified Query Engine overview.

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Re-enrollment

By default, contacts can only enter the workflow once. When you enable re-enrollment, a contact can re-enter the workflow, but only if they first stop meeting the criteria and then meet it again. This behavior is different from event-based triggers, where re-enrollment means the contact enters every time the event occurs. With criteria-based triggers, re-enrollment requires a transition from not matching back to matching.

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Example

Consider a trigger with the criteria: First Name equals "John" OR Last Name equals "Doe".
  1. A contact named John Smith enters the workflow because the first name matches.
  2. Later, the contact’s last name is updated to Doe. The contact does not re-enter the workflow because the criteria was already met — the first name was still “John” when the last name changed.
  3. The contact’s first name changes from “John” to Jane. The criteria is still met (last name is “Doe”), so no re-enrollment occurs.
  4. The contact’s last name changes from “Doe” to Smith. Now neither condition is true, so the criteria is no longer met.
  5. The contact’s last name changes back to Doe. The criteria transitions from unmet to met, and the contact re-enters the workflow.
The key principle: re-enrollment only happens when the overall criteria result flips from false to true, not when individual conditions change.

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Exit conditions

Exit conditions define when a contact should leave the workflow early, regardless of where they are in the sequence. You configure exit conditions using the Unified Query Engine interface. When a contact meets an exit condition, they are immediately removed from the workflow. Common exit conditions include:
  • Contact unsubscribes
  • Contact converts (e.g., upgrades to a paid plan)
  • Contact no longer matches the original trigger criteria