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Event-based triggers enroll contacts into a workflow each time a specific event happens. For eg., a form submission, email open, or field change. Unlike criteria-based triggers, which continuously evaluate whether a contact matches a set of conditions, event-based triggers fire in response to a discrete occurrence.

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Available triggers

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Web interactions

Fires when a contact submits a form tracked in Conversion.
FieldDescription
FormSelect one or more specific forms, or leave blank to trigger on any form submission
Page URLFilter by the URL where the form was submitted. Supports operators: equals, does not equal, contains, does not contain, contains any of, does not contain any of, is any of, is not any of
Fires when a contact visits a tracked page on your website.
FieldDescription
Page URLFilter by the page URL
UTM SourceFilter by UTM source parameter
UTM MediumFilter by UTM medium parameter
UTM CampaignFilter by UTM campaign parameter
UTM TermFilter by UTM term parameter
ReferrerFilter by referring URL
TypeFilter by visit type (direct, organic, paid, etc.)
Each field supports string comparison operators (equals, contains, etc.). All fields are optional — expand only the ones you need.

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Email events

All email triggers let you optionally select one or more specific emails to scope the trigger, or leave it blank to trigger on any email.
Fires when an email is sent to the contact.
FieldDescription
EmailSelect one or more specific emails, or leave blank for any email
Fires when an email is successfully delivered to the contact.
FieldDescription
EmailSelect one or more specific emails, or leave blank for any email
Fires when the contact opens an email.
FieldDescription
EmailSelect one or more specific emails, or leave blank for any email
Fires when an email to the contact bounces.
FieldDescription
EmailSelect one or more specific emails, or leave blank for any email
Fires when the contact clicks a link in an email.
FieldDescription
EmailSelect one or more specific emails, or leave blank for any email

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Database actions

Fires when a field value changes on the contact or company record.
FieldDescription
Field to matchSelect one or more contact or company fields to monitor
Old valueOptionally filter on the previous value of the field
New valueOptionally filter on the new value of the field
Both old value and new value support comparison operators (equals, does not equal, contains, etc.). You can use these to trigger only on specific transitions — for example, when a lead status changes from “Open” to “Qualified.”
Fires when a contact is added to an audience.
FieldDescription
AudienceSelect one or more specific audiences, or leave blank for any audience
Fires when a contact is removed from an audience.
FieldDescription
AudienceSelect one or more specific audiences, or leave blank for any audience
Fires when a contact is added to a campaign.
FieldDescription
CampaignSelect one or more specific campaigns, or leave blank for any campaign
Fires when a contact is removed from a campaign.
FieldDescription
CampaignSelect one or more specific campaigns, or leave blank for any campaign
Fires when a new contact is created in Conversion. This trigger has no additional configuration fields.

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Custom events

Fires when a custom event is tracked for a contact via the Events API.
FieldDescription
NameThe name of the custom event to trigger on (e.g., LOG_IN, feature_activated). Required
DataOptionally filter by data properties attached to the event. Enter a data path and compare its value using an operator. You can add multiple data conditions — all must match for the trigger to fire
Since custom event data is schema-less, all data comparisons use string-based operators: equals, does not equal, contains, does not contain, contains any of, does not contain any of, is any of, is not any of.
Custom events are sent through the API and are always associated with a specific contact. When the trigger fires, that contact is the one enrolled into the workflow. See the Events API for details on tracking events.

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Filter

Every event-based trigger supports an optional filter that adds an additional eligibility check before a contact enters the workflow. Even if the event fires, the contact will only enter if they also match the filter conditions. Filters use the Unified Query Engine. For example, you could configure a “Form is submitted” trigger with a filter that requires the contact’s company size to be greater than 50. The workflow would only enroll contacts who submit the form AND work at companies with more than 50 employees.

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Re-enrollment

By default, contacts can only enter the workflow once. When you enable re-enrollment, the contact enters the workflow every time the event occurs. This is different from criteria-based triggers, where re-enrollment requires the criteria to transition from unmet back to met. With event-based triggers, each event occurrence is treated independently.

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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. When a contact meets an exit condition, they are immediately removed from the workflow.