Smart Triggers

Overview

Smart Triggers help you automate everyday CRM actions when specific events happen. For example: when a new lead is created in a pipeline, automatically start a follow-up sequence; or when a lead moves to a certain stage, move them to a different stage or stop an assigned sequence.

Smart Triggers are rules-based automations that respond to events in your CRM, allowing you to automate repetitive tasks and ensure consistent lead management workflows.

What you can do

• Automate actions based on events: Set up triggers that respond to lead events automatically
• Move leads between stages: Automatically move leads to different stages when conditions are met
• Start or stop sequences: Automatically assign or stop Auto Followup sequences
• Detect keywords: Fire actions when a lead's reply contains specific keywords
• Act on inactivity: Trigger actions when a lead goes silent for a set time
• Time-in-stage automation: Fire once when a lead has been sitting in a stage for too long
• React to calls: Trigger actions after a call is logged with a specific outcome
• Set call reminders: Automatically schedule a follow-up call reminder
• Send WhatsApp templates: Automatically send a pre-approved template message
• Toggle AI or Auto Followup: Turn AI replies or Auto Followup on or off for a lead
• Round Robin assignment: Automatically assign leads to sales pipelines via Round Robin
• Set lead attributes: Automatically write a value to a lead's custom attribute (text, number, date, datetime, or dropdown) when the trigger fires
• Send a one-off email: Send a custom email (subject + rich-text body) to the lead or to custom recipients directly from a trigger — no sequence required, sends immediately regardless of business hours
• Filter by lead source: Narrow any trigger to only fire for leads that came from a specific source (e.g., Meta Lead Ads, CSV Import, WhatsApp API)
• Order triggers: Control the order in which triggers execute
• Enable/disable triggers: Toggle triggers on or off without deleting them

How it works (user-facing)

1. Define a trigger: Choose an event that will trigger the automation (e.g., "Lead moved to stage", "Keyword detected", "No response from lead")
2. Set conditions: Specify when the trigger should fire (e.g., specific pipeline and stage, keywords, duration)
3. Choose an action: Select what should happen when the trigger fires (e.g., move to stage, start sequence, send template)
4. Order triggers: Arrange triggers in the order you want them to execute (top-to-bottom)
5. Enable/disable: Toggle triggers on or off as needed

Execution flow:

• When an event happens, Kraya checks your triggers top-to-bottom
• Every trigger whose conditions match executes its action, in the configured top-to-bottom order (processing_order). Each rule's action runs, then the lead is re-read so the next matching rule sees the updated state.
• Triggers won't re-fire repeatedly within a short time for the same lead (cooldown period) — a rule in cooldown is skipped individually; other matching rules continue to run.
• Some special trigger types (Days in stage, No response from lead) fire only once per event — see "Special one-time triggers" below

Default STOP keyword trigger

Every new organization comes with a pre-created, enabled Smart Trigger called "Stop on STOP Keyword". When a lead replies with the word STOP, this trigger automatically stops any assigned sequence for that lead.

• It is enabled by default and applies across all pipelines and stages
• You can view it in your Smart Triggers list but should not need to modify it
• This ensures leads can always opt out of automated messaging without manual intervention
• If you accidentally disable it, you can re-enable it from the Smart Triggers list

Trigger types

1. Lead moves to a stage

• Event: A lead moves to a specific stage
• Conditions:
  • Pipeline (required)
  • Stage(s) (one or more stages)
• Use cases:
  • Move leads to a different stage when they reach a milestone
  • Start a sequence when a lead enters a specific stage
  • Stop sequences when a lead moves to a "Won" or "Lost" stage

2. A sequence ends

• Event: An Auto Followup sequence completes (all messages sent)
• Conditions:
  • Sequence(s) (one or more sequences)
• Use cases:
  • Move leads to the next stage after a sequence completes
  • Start a new sequence when the previous one finishes
  • Stop further automation when a sequence completes

3. New lead created

• Event: A new lead is created in your CRM
• Conditions:
  • Pipeline (required)
  • Stage(s) (one or more stages)
• Use cases:
  • Automatically start a welcome sequence for new leads
  • Trigger Round Robin assignment for new leads

4. No response from lead ⚠️ Fires only once per lead — permanent, does not re-arm

• Event: A lead has not sent a WhatsApp message for a set duration
• Conditions:
  • Duration (value + unit, e.g., "2 days")
  • Optionally: pipeline and stage(s)
• Use cases:
  • Follow up automatically when a lead goes silent
  • Escalate a lead's stage if they don't respond
  • Send a WhatsApp template to re-engage the lead
• Important: This trigger fires only once per lead, permanently. After it fires once for a lead, it will not fire again for that lead — even if the lead later replies and then goes silent again. (The duplicate-prevention check looks for any prior successful run of this rule on the lead, with no time window, so replying does not re-arm it. This is intended, to avoid re-trigger loops when later outbound messages reset the silence clock.) The auto-generated summary includes a note reflecting this. If you need repeat nudges, use an Auto Followup sequence with multiple steps instead.

5. Keyword detected

• Event: A lead's incoming WhatsApp message contains a specific keyword or phrase
• Conditions:
  • Keywords (one or more words/phrases, comma-separated)
  • Use * to match any incoming message
• Use cases:
  • Stop a sequence when the lead replies "STOP"
  • Move a lead to an "Interested" stage when they reply "YES" or "interested"
  • Start a new sequence when a specific product is mentioned
• Matching: Keywords are matched case-insensitively against the lead's incoming message. The * wildcard matches any message content.
• WhatsApp interactive button replies are matched too. When a lead taps a reply button on a template or interactive message — for example, "Yes, I'm interested" or a quick-reply tile — Kraya treats both the button's visible text and its underlying payload as the message body for keyword matching. So a rule with keyword Yes will fire on a button labelled Yes, I'm interested, and a rule with the payload value (if you set one) will fire on that too. You don't need a separate rule for typed replies versus button taps.

6. Lead stays in stage for X time ⚠️ Fires only once per stage entry

• Event: A lead has been in a stage for a set duration without progressing
• Conditions:
  • Duration (value + unit, e.g., "3 days", "1 week")
  • Optionally: pipeline and stage(s)
• Use cases:
  • Automatically follow up with stale leads
  • Move leads that haven't progressed to a "Cold" stage
  • Alert the team by starting a sequence for overdue leads
• Important: This trigger fires only once per stage entry — it won't fire again for the same lead in the same stage until they leave and re-enter it. The auto-generated summary will include a note explaining this behaviour.

7. Call is logged

• Event: A call is logged for the lead with a specific outcome
• Conditions:
  • Call status: Done (call was completed) or No Response (lead didn't answer)
  • Optionally: pipeline and stage(s)
• Use cases:
  • Set a call reminder when a lead doesn't answer
  • Move a lead to a "Contacted" stage after a successful call
  • Start a follow-up sequence after a call is logged
• Notes: This trigger only fires for manually logged calls. Auto-dialler or AI calls do not fire this trigger.

Action types

1. Initiate the Sequence

• What it does: Assigns an Auto Followup sequence to the lead
• Configuration:
  • Sequence (required, must be active)
  • "Overwrite current sequence" (optional): If checked, replaces any existing active sequence. If unchecked, skips if a sequence is already active
• Notes:
  • The sequence must be active (not paused or deleted)
  • If "Overwrite" is not checked and the lead already has an active sequence, the action is skipped

2. Move to a Stage

• What it does: Moves the lead to a specified stage in a specified pipeline
• Configuration:
  • Pipeline (required)
  • Stage (required, must belong to the selected pipeline)
• Notes:
  • If the lead is already in that stage, the action is skipped
  • Stage changes are logged in the lead's activity history

3. Stop Assigned Sequence

• What it does: Stops the lead's currently assigned Auto Followup sequence
• Configuration: None required
• Notes:
  • Only stops if the lead has an active sequence
  • If no sequence is active, the action is skipped

4. Round Robin Assignment (if configured)

• What it does: Automatically assigns the lead to a sales pipeline via Round Robin distribution
• Configuration:
  • Select one or more pipelines to include in Round Robin rotation
  • Requires Round Robin to be configured for your organization
• Notes:
  • Only works if Round Robin is enabled at the org level with at least one Sales pipeline in the rotation pool (RR rotates across pipelines, not individual agents)
  • If assignment fails, the action is skipped

5. Set Call Reminder

• What it does: Creates a scheduled call reminder for the lead at a future time
• Configuration:
  • Duration (value + unit, e.g., "2 hours", "1 day") — when the reminder should fire
  • Optional note to include with the reminder
  • "Overwrite existing reminder" checkbox — if checked, replaces any existing call reminder
• Use cases:
  • Automatically schedule a follow-up call after a "No Response" outcome
  • Set a callback reminder after completing a sequence

6. Send WhatsApp Template

• What it does: Sends a pre-approved WhatsApp template message to the lead
• Configuration:
  • WhatsApp account (which number to send from)
  • Template name (choose from your approved templates)
• Notes:
  • The template must be approved by Meta
  • Only works if a WhatsApp account is connected to your organization
  • Template variables are not dynamically substituted by the trigger

7. Toggle AI

• What it does: Turns AI replies on or off for the lead
• Configuration:
  • Toggle value: On or Off
• Use cases:
  • Turn AI off when a lead replies with certain keywords (e.g., "STOP", "human")
  • Turn AI back on when a sequence ends and automated handling should resume

8. Toggle Auto Followup

• What it does: Turns Auto Followup on or off for the lead
• Configuration:
  • Toggle value: On or Off
• Use cases:
  • Disable Auto Followup after a call is logged (agent is handling manually)
  • Re-enable Auto Followup after a sequence completes

9. Set Lead Attribute

• What it does: Updates a custom lead attribute on the triggering lead with a configured value
• Configuration:
  • Attribute (required): Pick any of your organization's custom lead attributes
  • Value (required): The value to write — the input control adapts to the attribute's data type:
    • Text → free-text input (up to 10,000 characters)
    • Number → numeric input (decimals and negative numbers allowed)
    • Date → date picker (DD-MM-YYYY)
    • Datetime → date and time picker (DD-MM-YYYY HH:mm:ss)
    • Dropdown → select from the attribute's predefined options
• Use cases:
  • Tag a lead's "Status" attribute as "Hot" when they reply with an interest keyword
  • Set a "Last Contacted" date attribute when a call is logged
  • Update a "Score" or "Tier" attribute when the lead reaches a specific stage
• Notes:
  • Switching the selected attribute clears the value, since data types may differ
  • The new value overwrites the lead's existing value for that attribute (no append behaviour)
  • If the configured attribute was deleted from the organization after the rule was created, the action is skipped and the lead is left unchanged
  • For dropdown attributes, if the configured value is no longer one of the attribute's options (because the options were edited later), the action is skipped

10. Send Email

• What it does: Sends a one-off email with a custom subject and HTML body. The email can be sent to the lead or to a custom list of recipients. Unlike "Initiate the Sequence", this action sends the email immediately — it does not wait for auto-responder business hours.
• Configuration:
  • Send To (required): Choose who receives the email:
    • Lead (default): The email is sent to the lead's email address. If the lead has no email or has unsubscribed, the action is skipped
    • Custom: Enter one or more recipient email addresses (comma-separated, up to 10). The email is sent to these addresses regardless of the lead's email or unsubscribe status
  • Recipient emails (required when Send To is Custom): Comma-separated list of email addresses. Validation enforces valid email format and a maximum of 10 recipients
  • Subject (required): Single-line text, up to 200 characters. Personalise with merge tag chips (e.g., + {lead_name})
  • Body (required): Rich-text editor with bold, italic, lists, links, headings, and image upload. Personalise with the same merge tag chips that appear under the editor
• Available merge tag chips: {lead_name}, {lead_first_name}, {user_name} (assigned user), {org_name}, {email}, plus a chip for every custom lead attribute defined for your organization. Click a chip to insert the tag at the cursor; tags resolve at send time. Tags that have no value on the lead resolve to an empty string (no raw {tag} text appears in the email).
• Use cases:
  • Send a tailored welcome email when a lead from Meta Lead Ads enters a specific stage
  • Send an internal notification to a fixed list of team members (using Custom mode) when a lead replies with an interest keyword
  • Send a follow-up email immediately after a "No Response" call is logged, without standing up a one-step sequence
• Notes:
  • Sends immediately — auto-responder business hours and the pipeline's auto-responder toggle are ignored. If you need business-hours scheduling, use "Initiate the Sequence" with an email sequence instead
  • Costs 1 email credit per send (one credit total, not per recipient), deducted from your organization's email credit balance
  • The email is sent through your organization's existing email sender (same address used for auto-responder sequences)
  • Delivery is tracked through your email provider's webhooks — the rule's execution record updates as the email moves through dispatched → delivered, and reflects bounces, complaints, opens, and clicks where available
  • No unsubscribe footer: Emails sent by this action do not include the "unsubscribe" footer that appears on auto-responder sequence emails. Auto-responder sequence emails continue to include the footer as before

Attribute Conditions

Attribute conditions are optional filters you can add to any trigger. When present, the trigger only fires if the lead matches all of the attribute conditions — it won't fire for leads that don't match, even if the main trigger event occurs.

This lets you build source-specific automations, such as running a different welcome sequence for leads that arrive via Meta Lead Ads versus leads added manually via the CRM.

Lead Source condition

The built-in Lead Source attribute lets you filter by how a lead was created. You can select one or more sources, and the trigger fires when the lead's source matches any of the selected values.

Available source values:

Rules for the Lead Source condition:

• Match type is always Equals — the lead's source must exactly match one of the selected values
• You can select multiple source values — the trigger fires if the lead's source matches any of the selected values
• If no sources are selected, the condition is ignored (no filtering applied)

Adding an attribute condition to a trigger

1. Open the trigger create or edit form
2. Scroll to the Attribute Conditions section
3. Click "+ Add condition"
4. In the Attribute dropdown, select "Lead Source" (appears at the top of the list)
5. The Match field is locked to Equals
6. In the Values field, open the dropdown and select one or more source values
7. Save the trigger

Removing an attribute condition

Click the trash icon next to the condition row to remove it. The trigger then applies to all leads regardless of source.

Special one-time triggers

Two trigger types are special cases — they fire only once per triggering event, not repeatedly:

When you create or edit a trigger using either of these types, the auto-generated summary in the description field will include:

• "Note: This is a special case — this rule fires only once per stage entry update." (for Days in stage)
• "Note: This is a special case — this rule fires only once per lead." (for No response from lead)

This note is visible in the form preview and saved to the trigger's description so it's always clearly visible on the trigger card.

Step-by-step: create or edit a Smart Trigger

1. Go to Smart Triggers

   • Navigate to Smart Triggers in the Dashboard

2. Click "New Trigger" (or edit an existing one)

   • Click the "New Trigger" button to create a new trigger
   • Or click on an existing trigger to edit it

3. Enter a clear name

   • Give your trigger a descriptive name (e.g., "Stop Sequence on STOP Keyword", "Set Reminder After No Answer")

4. Choose a Trigger Type

   • Lead moves to a stage: Select pipeline and stage(s)
   • A sequence ends: Select one or more sequences
   • New lead created: Select pipeline and stage(s)
   • No response from lead: Enter a duration (e.g., 2 days); optionally filter by pipeline/stage
   • Keyword detected: Enter one or more keywords (comma-separated); use * to match any message
   • Lead stays in stage for X time: Enter a duration (e.g., 5 days); optionally filter by pipeline/stage
   • Call is logged: Select call status (Done or No Response); optionally filter by pipeline/stage

5. Set conditions

   • Fill in the required fields for the chosen trigger type (see above)

6. Choose an Action

   • Initiate the Sequence: Select sequence; optionally check "Overwrite current sequence"
   • Move to a Stage: Select pipeline and stage
   • Stop Assigned Sequence: No extra fields needed
   • Round Robin Assignment: Select pipelines; requires Round Robin to be configured
   • Set Call Reminder: Set duration and optional note; optionally check "Overwrite existing reminder"
   • Send WhatsApp Template: Select WhatsApp account and template
   • Toggle AI: Select On or Off
   • Toggle Auto Followup: Select On or Off
   • Set Lead Attribute: Select an attribute, then enter or pick a value of the matching type
   • Send Email: Choose Send To (Lead or Custom). If Custom, enter recipient email addresses (up to 10, comma-separated). Enter a subject (up to 200 characters) and compose a rich-text body. Click the merge tag chips below the body to personalise with {lead_name}, {email}, custom attributes, and so on

7. Save

   • Click "Save" to create or update the trigger
   • The trigger appears in your list with "Enabled" toggle on by default

8. Toggle "Enabled" on/off

   • From the list, toggle the "Enabled" switch to turn triggers on or off

Reordering triggers:

• Drag triggers up or down to reorder them
• Higher items run earlier and can affect what happens next
• Keep more specific triggers higher in the list

UI references:

Role-based behavior

• Admins: Can create, edit, delete, enable/disable, and reorder triggers
• Members: Can view triggers only (read-only access)
• All users: Benefit from active triggers regardless of who created them

Limits & behavior

• No plan-based limits: Smart Triggers are available to all plans. Other feature limits (e.g., number of sequences on Free, email credit balance) may still affect what actions can do
• Send Email costs 1 credit per send: The action deducts one email credit from your organization's email credit balance. Out-of-credit organizations skip the action with reason "no_credits"
• Send Email subject cap: 200 characters. The form blocks longer subjects on save
• Send Email recipient cap (Custom mode): Up to 10 email addresses, entered as a comma-separated list
• Cooldown period: Triggers won't re-fire within a short time (default: 30 seconds) for the same lead to prevent loops
• One-time triggers: Days in stage and No response from lead fire only once per event — see "Special one-time triggers" above
• Bulk operations: Triggers still run for bulk operations, but cooldowns may extend briefly (up to 1 hour) to prevent spam
• Execution order: Triggers are evaluated top-to-bottom. Every matching trigger runs, in that order. After each rule executes, Kraya reloads the lead so downstream rules see changes made by earlier ones. Cooldowns skip individual rules, not the whole chain.
• One action per trigger: Each trigger performs one action. Use multiple triggers — in the order you want them to run — to perform multiple actions on the same event.

Common edge cases and how to handle them

• No conditions → trigger may not run: Each trigger type requires relevant conditions (pipeline+stage, keywords, duration). Ensure all required fields are filled.

• Keyword with * wildcard: A * keyword matches any incoming message from the lead, not just the literal asterisk character. Use it sparingly — it will fire on every new lead message.

• Sequence already active → "Initiate Sequence" may be skipped: If "Overwrite" is not enabled and the lead already has an active sequence, the action skips.

• Days in stage fires once, then stops: After firing once for a stage entry, it won't fire again until the lead leaves and re-enters the same stage.

• No response does NOT re-arm on lead reply: This trigger fires once per lead, permanently. After it fires once for a lead, replying (or going silent again) will not make it fire again for that lead. For repeated nudges, use a multi-step Auto Followup sequence instead.

• Call logged trigger skips AI/auto calls: Only manually logged calls fire this trigger. Automated dialler and AI-initiated calls are excluded.

• Send Template with no WhatsApp account: If no account is connected or the template is not approved, the action is skipped.

• Lead source doesn't match attribute condition: If the trigger has a Lead Source attribute condition and the lead's source isn't one of the selected values, the trigger is skipped — even if the main trigger event (e.g., new lead created, stage moved) matches. This is expected. Check the attribute conditions if a trigger isn't firing for certain leads.

• Conflicting triggers: If two triggers act on the same lead simultaneously, ordering and cooldowns prevent rapid loops.

• Bulk actions/imports: Triggers still run, but cooldowns may extend (up to 1 hour) to avoid spam.

• Trigger doesn't fire immediately: Check the cooldown period. Wait a few seconds and re-test.

• Set Lead Attribute → attribute was deleted: If the custom attribute referenced by the action was deleted after the rule was created, the action is skipped silently and the lead is left unchanged. Edit the rule to point at a different attribute.

• Set Lead Attribute → dropdown option no longer exists: If the saved value is no longer in the attribute's dropdown options (because the options were edited after the rule was saved), the action is skipped. Edit the rule and pick a current option.

• Set Lead Attribute → value must match the attribute's data type: Numbers must be numeric, dates must be DD-MM-YYYY, datetimes must be DD-MM-YYYY HH:mm:ss, dropdown values must be one of the attribute's options. The form blocks invalid input on save.

• Send Email (Lead mode) → lead has no email address: The action is skipped with reason "no_email" and no credit is deducted. Add an email to the lead, or scope the trigger so it only fires for leads that have one.

• Send Email (Lead mode) → lead has unsubscribed: If the lead has previously unsubscribed from your emails, the action is skipped with reason "unsubscribed" and no credit is deducted. This protects you from continuing to email leads who have opted out.

• Send Email (Custom mode) → lead has unsubscribed: The email is still sent to the configured custom recipients. Unsubscribe status is only checked in Lead mode.

• Send Email → organization has no email credits: The action is skipped with reason "no_credits" and no email is sent. Top up your organization's email credits to resume sending.

• Send Email (Custom mode) → invalid recipient entries: Entries that are not valid email addresses are dropped silently at send time. If all entries are invalid, the action is skipped with reason "no_email" and no credit is deducted.

• Send Email → bulk operations: Triggers still fire for bulk imports and bulk updates, but the extended cooldown (up to 1 hour) prevents an email storm. Expect emails to be staggered, not delivered to every imported lead simultaneously.

Troubleshooting

If your trigger didn't fire:

• Is it enabled? Check the "Enabled" toggle
• Do the conditions match the lead's current state? Verify pipeline/stage, keyword, or duration
• Does the lead's source match the attribute condition? If the trigger has a Lead Source condition, verify the lead was created from one of the selected sources. Open the lead and check its Source field
• Did an earlier trigger in the list change the lead's state so this one no longer matches? All matching triggers run in order, and each runs on the lead's latest state. An earlier trigger that (for example) moves the lead to a different stage or stops its sequence can cause a later trigger's conditions to no longer match by the time it's evaluated.
• For days_in_stage / no_response_from_lead: Did it already fire once for this event? These fire only once per event — re-check whether the lead left and re-entered the stage, or replied and went silent again

If "Keyword detected" didn't fire:

• Check the keyword spelling: Keywords match case-insensitively but must be present in the message
• Is the trigger enabled? Confirm the Enabled toggle is on
• Did the lead actually send a WhatsApp message? This trigger only fires on incoming lead messages

If "No response from lead" only fires once:

• This is expected behaviour. It fires once per lead, permanently — it does not re-arm when the lead replies and goes silent again. If you need ongoing follow-ups for silent leads, use a multi-step Auto Followup sequence rather than relying on this trigger to repeat.

If "Days in stage" only fires once:

• This is expected behaviour. It fires once per stage entry. Move the lead out and back in to re-arm it.

If "Set Call Reminder" didn't create a reminder:

• Check if a reminder already exists and "Overwrite" was not checked
• Verify the trigger conditions matched correctly

If "Send WhatsApp Template" didn't send:

• Verify a WhatsApp account is connected
• Confirm the template is approved by Meta and exists in the system

If "Initiate Sequence" didn't assign:

• Check if the lead already has an active sequence and "Overwrite" was not enabled
• Verify the selected sequence is active and not paused or deleted

If "Move to a Stage" didn't update the lead:

• Ensure the selected stage belongs to the selected pipeline
• Check if the lead is already in that stage (action is skipped if already there)

If "Set Lead Attribute" didn't update the lead:

• Does the attribute still exist? If the custom attribute was deleted from your organization, the action is skipped. Edit the rule and pick a different attribute
• For dropdown attributes: Open the attribute settings and confirm the value saved on the rule is still one of the available options
• Did the rule actually fire? Check the lead's activity history to confirm the trigger ran. If the trigger didn't fire at all, follow the trigger-not-firing checks above
• For date or datetime attributes: Confirm the format on the rule is DD-MM-YYYY (or DD-MM-YYYY HH:mm:ss). Saving via the form enforces this

If "Send Email" didn't send:

• Is Send To set to Lead? Open the lead and check the Email field. The action is skipped with reason "no_email" if the field is empty
• Has the lead unsubscribed? (Lead mode only) Unsubscribed leads are skipped with reason "unsubscribed" and no credit is deducted. This is by design and cannot be overridden from the trigger. In Custom mode, unsubscribe status does not block sending
• Are you out of email credits? Check your organization's email credit balance. If it's at 0, the action is skipped with reason "no_credits". Top up credits to resume sending
• Did the email land in spam? Send Email uses the same sender as your auto-responder sequences. Ask the recipient to check spam, then add your sender address to their contacts
• Bounce or complaint? Open the rule's execution record — the email status updates from "dispatched" to "bounced" / "complained" once your email provider reports back. A bounce usually means the recipient address is invalid
• Custom recipients not receiving? Invalid email entries in the recipient list are dropped silently at send time. Edit the rule and verify each email address is well-formed

If Round Robin assignment doesn't work:

• Is org-level Round Robin enabled? Both the organization toggle and the per-pipeline RR Enabled switch must be on
• Are Sales pipelines in the pool? At least one Sales pipeline must be enabled for Round Robin (Leads-type pipelines can't participate)
• Do the pipelines have a valid RR target stage? Defaults to "New Lead" if unset (RR rotates across pipelines, not individual agents)
• Check assignment logs: Review logs to see why assignment failed

Short decision tree:

• Trigger seems ignored:
  • Enabled? If no → enable it
  • Conditions correct? If no → fix pipeline/stage, keyword, or duration
  • Attribute condition matches the lead's source? If no → update the Lead Source condition or remove it to apply to all leads
  • Running too soon after last fire? If yes → wait ~30 seconds and re-test
  • One-time trigger already fired? If yes → check whether the event reset (lead re-entered stage, or lead replied)
  • Did an earlier matching trigger change the lead's state? All matching rules run in order on refreshed lead state, so an earlier rule that moves the stage, stops the sequence, or toggles AI/Auto Followup can cause this rule's conditions to no longer match when it's evaluated. Reorder if needed.
  • Set Lead Attribute action skipped? If yes → confirm the attribute still exists and (for dropdowns) the saved option is still valid
  • Send Email skipped? If yes → check the rule execution record's reason: "no_email" (add an email to the lead in Lead mode, or fix custom recipient addresses in Custom mode), "unsubscribed" (lead opted out — only applies in Lead mode), or "no_credits" (top up email credits)

FAQs

• Can I run multiple actions from one trigger?

  • Not currently. Each trigger performs one action. Use separate triggers ordered appropriately.

• Do triggers run in a specific order?

  • Yes. They're evaluated top-to-bottom, and every matching trigger runs in that order. Reorder if a specific one must run earlier — earlier rules can change the lead's state in ways that affect later rules.

• Why does my "Days in stage" trigger only fire once? By design. It fires once per stage entry to prevent repeated actions on the same stale lead. The lead must leave and re-enter the stage to re-arm it.

• Can I use a wildcard keyword to trigger on any message? Yes. Enter * as the keyword value to match any incoming lead message. Use it carefully as it fires on every new message.

• What does the "Fires only once" note in the description mean? For No response from lead and Lead stays in stage for X time triggers, the system automatically adds this note to the auto-generated description so it's always visible on the trigger card.

• Will triggers loop?

  • A short cooldown (default: 30 seconds) prevents fast repeat runs on the same lead, and ordering helps keep behavior predictable. Bulk operations have extended cooldowns (up to 1 hour).

• Can I disable a trigger without deleting it?

  • Yes. Toggle the "Enabled" switch off. The trigger remains in your list but won't execute.

• What happens if a trigger's conditions don't match?

  • The trigger is skipped. Only triggers with matching conditions execute.

• What is the default STOP trigger? Every new organization automatically gets a "Stop on STOP Keyword" trigger that stops the assigned sequence when a lead replies with "STOP". It's pre-enabled and applies to all pipelines and stages.

• Can triggers fire for bulk operations?

  • Yes, but cooldowns are extended (up to 1 hour) to prevent spam. Triggers still execute but less frequently during bulk operations.

• How do I test a trigger?

  • Create a test lead or move a lead to the trigger condition, then observe if the action executes. Check the lead's activity history for trigger execution logs.

• Can I see when a trigger executed?

  • Yes. Trigger executions are logged in the lead's activity history. You can see which trigger executed and when.

• What if multiple triggers match the same event?

  • All matching triggers execute, in top-to-bottom order. Between rules, the lead is refreshed so later rules act on the state produced by earlier ones. Reorder triggers to control which runs first when one depends on another.

• Can I make a trigger only fire for leads from a specific source? Yes. Add a Lead Source attribute condition to the trigger and select the source(s) you want. The trigger will only fire for leads whose source matches one of the selected values.

• Can I select multiple sources in a Lead Source condition? Yes. Open the Values dropdown and check as many sources as needed. The trigger fires if the lead's source matches any of the selected values.

• Can I use Round Robin assignment in triggers?

  • Yes, if Round Robin is configured for your organization. The trigger will assign leads to sales pipelines via Round Robin.

• Do triggers work with imported leads?

  • Yes. Triggers execute for imported leads, but cooldowns are extended to prevent spam during bulk imports.

• Can a trigger update a lead's attribute automatically? Yes. Use the Set Lead Attribute action, pick the attribute, and enter the value to write when the trigger fires. The value input matches the attribute's data type (text, number, date, datetime, or dropdown).

• What happens to the existing attribute value when "Set Lead Attribute" fires? The lead's existing value for that attribute is overwritten with the configured value. Earlier values are not preserved.

• What if I delete an attribute that a trigger is using? The trigger will still appear in your list, but the action is skipped at execution time and the lead is not modified. Edit the rule to point at a different attribute, or delete the rule.

• Can I set multiple attributes from one trigger? No. Each trigger performs one action. Create a separate Set Lead Attribute trigger for each attribute you want to update on the same event, and order them as needed.

• What's the difference between "Send Email" and "Initiate the Sequence" with an email sequence? Send Email is a one-off email sent immediately — the subject and body live on the trigger itself, and the email goes out the moment the trigger fires regardless of business hours. Initiate the Sequence enrols the lead in a multi-step email sequence, respects the auto-responder's business-hours window, and is the right choice when you need scheduling, multiple touch points, or shared email templates across triggers.

• Does "Send Email" wait for business hours? No. Send Email ignores auto-responder business hours and the pipeline's auto-responder toggle. The email goes out immediately. If you need business-hours scheduling, use an email sequence via "Initiate the Sequence" instead.

• How much does "Send Email" cost? One email credit per send, deducted from your organization's email credit balance. The same balance that powers auto-responder email sequences.

• What happens if the lead has unsubscribed? In Lead mode, Send Email respects unsubscribes — the action is skipped, no credit is deducted, and no email is sent. In Custom mode, unsubscribe status is not checked because the email goes to the configured recipients, not the lead.

• What is the difference between Lead and Custom in Send To? Lead sends the email to the lead's email address on file — the lead must have an email and must not have unsubscribed. Custom sends the email to a fixed list of recipient addresses you configure on the rule (up to 10). Use Custom for internal notifications (e.g., alerting your sales ops team) or when the recipient is not the lead.

• Can I attach a file to a Send Email trigger? Not currently. The body editor supports images embedded in the HTML, but file attachments (PDFs, documents, etc.) are not supported on this action.

• Can I add a BCC, custom From name, or Reply-to on Send Email? Not currently. The action supports Subject, Body, and Send To (Lead or Custom recipients). The email is sent from your organization's existing sender (the same one used for auto-responder sequences).

• Do rule-triggered emails include an unsubscribe footer? No. Emails sent by the Send Email trigger action do not include the "unsubscribe" footer. Auto-responder sequence emails continue to include the unsubscribe footer and link as before.

• What merge tags can I use in the subject and body? The variable chips below the body editor are the canonical list — {lead_name}, {lead_first_name}, {user_name} (assigned user), {org_name}, {email}, plus a chip for every custom lead attribute defined for your organization. Click a chip to insert it at the cursor. Tags with no value on the lead resolve to an empty string in the sent email.

• How do I know whether a Send Email actually delivered? Open the rule's execution record. The email status starts at "dispatched" and updates to "delivered" once your email provider confirms delivery. It can also reflect "bounced" (invalid address), "complained" (recipient marked as spam), and where supported "opened" or "clicked".

Tips and best practices

• Keep names descriptive: Name triggers clearly (what it listens for, and what it does). Examples: "Start Welcome Sequence for New Leads", "Stop Sequence When Lead Won"

• Put specific triggers above broad ones: More specific conditions should be higher in the list to run before broad ones

• For keyword triggers, be precise: Avoid overly broad keywords that could match unintended messages. Use * only for genuinely catch-all flows

• For "Start sequence", choose "Overwrite" only when needed: Only enable "Overwrite" when you want to replace any active sequence. Otherwise, leave it unchecked to preserve existing sequences

• Use the default STOP trigger as a model: It shows the recommended pattern for keyword → stop sequence automation

• For one-time triggers, know their re-arm behavior: Days in stage re-arms when the lead leaves and re-enters the stage, so design your workflow so the lead progresses to reset it naturally. No response from lead does not re-arm — it fires once per lead, ever — so don't rely on it for repeated nudges; use a multi-step Auto Followup sequence for ongoing follow-ups

• Test with a sample lead before rolling out: Move a test lead to the trigger condition and verify the action executes as expected. Check the lead's activity history.

• Order matters: All matching triggers run in top-to-bottom order, and earlier rules can change lead state that later rules will see. Put rules that set up conditions (e.g., Round Robin assignment, stage moves) above rules that depend on them (e.g., Initiate Sequence, Send Template).

• Use source conditions for integration-specific workflows: If leads from different sources require different follow-up (e.g., Meta Lead Ads leads get a different opening sequence than CRM-added leads), create separate triggers with the same trigger type but different Lead Source conditions and different actions

• Toggle off instead of deleting: Keep triggers you're not using toggled off rather than deleting them, so you can reference or re-enable them later

• Keep triggers enabled/disabled appropriately: Disable triggers you're not using to avoid confusion, but keep them in your list for reference

• Use Set Lead Attribute for status and score automation: Pair a trigger like "Lead moves to a stage" or "Keyword detected" with a Set Lead Attribute action to keep custom fields (lead temperature, qualification status, internal score, last-contacted date) in sync without manual edits

• Choose Send Email vs an email sequence deliberately: Use Send Email for time-critical, one-off communications that must go out the moment the trigger fires (welcome email when a lead arrives via Meta Lead Ads, internal hand-off notification to your team using Custom mode when a deal is won). Use Initiate the Sequence with an email sequence when you need multiple touch points, business-hours scheduling, or templates shared across triggers

• Always insert merge tags from the chips, not by typing: Clicking the variable chips below the body editor inserts the exact tag syntax the system expects. Typing tags by hand risks typos that resolve to empty strings in the sent email

• Test Send Email with a sample lead before rolling out: Create a test lead with your own email and attributes filled in, then trigger the rule and check the inbox. Confirm merge tags resolve correctly and the body renders as you expect

Related features

• Pipelines and Stages - Managing pipelines and stages that triggers act on
• Auto Follow-up Sequences - Sequences that can be started or stopped by triggers, and the multi-step alternative to Send Email when you need scheduling
• Bulk Lead Import - Importing leads that can fire "New lead created" events
• Round Robin Distribution - Round Robin assignment available as a trigger action
• WhatsApp Templates - Templates that can be sent automatically via triggers
• Custom Attribute Data Types - Text, number, date, datetime, and dropdown attributes that the Set Lead Attribute action writes to

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