;
};
A workflow trigger is the event or condition that starts an automation. When the trigger fires, the workflow executes its sequence of actions. Choosing the right trigger — and configuring it with precise filters — ensures your automation reaches exactly the right contacts at exactly the right time.
## Why this matters
Every workflow must start somewhere. Triggers are the "if this happens" part of the automation — the starting gun. Without a well-configured trigger, your automation either never fires, or fires at the wrong time for the wrong people. A properly filtered trigger is the difference between a workflow that runs precisely and one that spams contacts or misses its mark.
## Common trigger types
Fire when something changes on a contact record:
* **Contact Created:** Fires when a new contact is added to the platform
* **Tag Added / Removed:** Fires when a specific tag is applied to or removed from a contact
* **Contact Updated:** Fires when a contact field changes
* **Contact Birthday:** Fires on a contact's birthday date
Fire when a contact submits a form or survey:
* **Form Submitted:** Fires when a specific form is submitted
* **Survey Submitted:** Fires when a survey is completed
Fire based on appointment activity:
* **Appointment Status:** Fires when an appointment is booked, confirmed, cancelled, or completed
* **Appointment Date:** Fires X days before or after an appointment date
Fire when a contact interacts via messaging:
* **Customer Replied:** Fires when a contact sends any message (filterable by channel and keyword)
* **Trigger Link Clicked:** Fires when a contact clicks a specific tracked link
* **Email Opened / Email Not Opened:** Fires based on email engagement
Fire based on pipeline movement:
* **Opportunity Status Changed:** Fires when an opportunity moves to a different stage or status
* **Opportunity Created:** Fires when a new opportunity is created for a contact
Fire based on payment activity:
* **Payment Received:** Fires when a payment is completed
* **Order Submitted:** Fires when an order form is submitted
## How to configure workflow triggers
Go to **Automation** > **Workflows** and open or create a workflow. You will see the workflow canvas with the trigger area at the top.
In the workflow builder, click the **Add Trigger** button at the top of the canvas.
Browse or search the trigger library and select the trigger that matches the event you want to respond to.
Click **Add Filter** within the trigger configuration to narrow down which contacts or events activate the workflow.
For example, if using **Customer Replied** as your trigger:
* **Channel:** SMS (fires only for text message replies)
* **Reply Type:** Exact Match — `KEYWORD` (fires only when the message matches your exact keyword)
Always use trigger filters when possible. An unfiltered "Contact Created" trigger will fire for every single new contact — which is usually not what you want. Filters ensure precision.
A single workflow can have multiple triggers. Click **Add Trigger** again to add a second entry point. This is useful when the same automation should fire in response to different events — for example, both a form submission and a tag being added.
Use a test contact to simulate the trigger condition and confirm the workflow starts as expected before publishing.
## Key points
A trigger is any event or condition that starts a workflow. It is the "if this happens" component of automation — when the trigger fires, the workflow begins executing its action sequence. Without a trigger, a workflow never runs.
Filters narrow down which specific contacts or events activate the automation. An unfiltered trigger like "Contact Created" fires for every single new contact. Adding a filter — for example, "Tag Added = VIP Customer" — ensures the workflow only runs for the right people in the right context.
A single workflow can have multiple triggers for different entry points. This is useful when the same automation should fire in response to different events — for example, both a form submission and a tag being added. Each trigger is an independent entry point into the same action sequence.
The most effective automations use precise trigger plus filter combinations. For example: trigger = "Customer Replied," filter = "Channel: SMS, Reply Type: Exact Match, Value: GUIDE." This ensures the workflow fires only when someone texts your exact keyword — not for every SMS reply.
## Key benefits
Triggers initiate workflows automatically without any manual intervention.
Filters ensure only the right contacts receive each automation, keeping messaging relevant.
Triggers fire the moment the specified event occurs — enabling instant, timely responses.
Automating trigger-based tasks frees up time to focus on high-value activities.
Trigger events provide a record of contact behavior and engagement throughout their journey.
