This article covers the When Triggers available in the Keap™ Advanced Automation Builder, including a description of each trigger and how it is satisfied. When Triggers are the events that start or advance an automation. This article does not cover how to configure individual triggers. For setup instructions for a specific trigger, select the link next to each trigger name below.

The screenshot above shows the When Trigger selection panel in the Keap Advanced Automation Builder. Triggers are organized into three categories based on who or what initiates them.

When Triggers Initiated by the Contact

• Form is submitted — Satisfied when a contact submits an internal or public web form hosted on a website or by Keap.

• Landing Page — Satisfied when a contact submits the form on a Keap-hosted landing page. Landing pages are web pages with a built-in form that can include text, images, and video content. They can also be used as data entry pages for outsourced call centers or contractors.

• Email Link is clicked — Satisfied when a contact clicks a specific link in a sequence email. Link click triggers are typically associated with a specific call to action — such as a request to be contacted or to sign up — so the contact's progression to the next stage of the marketing process is expected.

• Product is purchased — Satisfied when a contact makes a purchase through a Keap order form or the shopping cart. The trigger can be configured for any purchase, a specific product, or a specific product category. Manual orders require an alternative trigger such as an opportunity stage move or a note.

• Failed purchase — Satisfied when a purchase attempt fails. Used to trigger follow-up automation for incomplete or failed transactions.

• Quote status — Satisfied when a quote reaches a specific status — sent, viewed, declined, accepted, or paid.

• Appointments — Satisfied when a contact schedules, reschedules, or cancels an appointment.

• Lead score achieved — Satisfied when a contact's lead score increases or decreases to a configured threshold. Available in Keap Ultimate only.

• WordPress Opt-in — Satisfied when a contact submits a form using the Keap WordPress plugin. Functions similarly to the Form is submitted trigger.

When Triggers Initiated by a Keap User

• Tag is applied — Satisfied when a specific tag is applied to a contact record. Tags can be applied automatically as part of a sequence or manually by a Keap user.

• Form submitted — Satisfied when a Keap user submits an internal form on behalf of a contact. Internal forms allow users to quickly collect and update contact information and help automate internal workflows.

• Task is completed — Satisfied when a task added to a sequence is marked as complete. Tasks are typically associated with predictable events — such as a welcome call after a new customer purchase.

• Pipeline Stage is moved — Satisfied when a deal is moved to a specific pipeline stage. Pipeline stages represent milestones in a sales process. Users manually move deals through stages based on their interactions with prospects. Pipeline stages may need to be customized before using them as a trigger.

When Triggers Initiated by an Integration

• API Call is made — Satisfied when the Keap API receives a call from a third-party application. Enables external systems to communicate with Keap and trigger automation based on incoming data.

Frequently Asked Questions

What does this article cover?

This article covers the When Triggers available in the Keap Advanced Automation Builder and provides a brief description of each trigger. For setup instructions for a specific trigger, select the link next to the trigger name in the lists above.

What is the difference between triggers initiated by a contact and triggers initiated by a Keap user?

Triggers initiated by a contact are satisfied automatically when the contact takes a specific action — such as submitting a form, clicking a link, or making a purchase. Triggers initiated by a Keap user are satisfied when a user manually performs an action — such as applying a tag, submitting an internal form on behalf of a contact, or completing a task.