What are custom journey triggers?

Before you get started:

What are custom journey triggers?

With custom journey triggers, you can leverage the Custom Events API to build custom journey triggers for both email and text message journeys based on event data you collect about your customers and how they interact with your business. While prebuilt journeys offer an easy solution to quickly building great experiences for your customers, custom journey triggers let you build exactly the right type of journey for the exact use case you have.

You should know

  • After you build an event with a custom trigger, customers enter that journey when you send the corresponding event to Attentive. 
  • You can include an offer in a journey triggered by a custom event, but only in marketing journeys.
  • If you include a URL in a custom event sent to Attentive, you can use the URL in a macro. You can also use the link shortener. Attentive doesn't support custom UTMs on links, but you can include UTMs directly in the link you send to Attentive.
  • You can run the same reports on journeys that use custom triggers as non-custom journeys. For each journey, triggered message, and journey revision, you can see:
    • Sends
    • CTR
    • CVR
    • Revenue

How can I use custom journey triggers?

You can use custom journey triggers for nearly any use case you can come up with! Here are some suggestions to get you started:

Order update journeys


  • Custom event trigger examples: Order confirmed, Order shipped, Order delivered
  • Event property macro examples: Order number, Tracking number, Shipping date, Customer first name

Appointment and reservation update journeys


  • Custom event trigger examples: Appointment confirmed, Upcoming appointment, Appointment canceled
  • Event property macro examples: Appointment number, Appointment date, Appointment location

Loyalty update journeys


  • Custom event trigger examples: Loyalty points added, Loyalty points expiring
  • Event property macro examples: Total loyalty points, Number of loyalty points added, Loyalty status (Gold, Silver, etc), Loyalty points expiration date

Interacted with email journeys

  • Custom event trigger examples: Email sent, Email opened, Email clicked
  • Event property macro examples: Email subject line, Email type (new sale, new release, etc.)

Additional types of on-site events

  • Custom trigger event examples: Added to wishlist, Checkout started, Checkout completed
  • Event property macro examples: Checkout link, Wishlist link, Product name(s), Cart amount

Create a new journey from a custom trigger

Keep in mind that before you can create a journey from a custom trigger, your team must first send events to the Custom Events API. Follow these steps to create a new journey from a custom trigger:

  1. On Prebuilt journeys tab of the Journeys page, click the custom journey tile.
  2. Click the custom event trigger you want to use for the journey, and then click Continue.

    Tip: Journeys that use your custom triggers are labeled with Your Custom Event.
  3. Select whether this journey is transactional or promotional. Not sure? Check out Transactional vs marketing: Which should I choose?
  4. Build your journey.
  5. When you’re finished building your custom journey, click Turn on.

Add an image to a custom journey message

If you send images via Attentive’s Custom Events API, you can include those images in text or email messages in journeys triggered by the custom event.

Add an image to a custom journey email message

  1. Add or edit an email message step in the journey triggered by the custom event.
  2. Add a DYNAMIC IMAGE block to the email.
  3. Click Edit dynamic image.
  4. Select {{triggerEvent.custom['mediaUrl']}} from the Dynamic image content dropdown.

Add an image to a custom journey text message

  1. Add or edit a text message step in the journey triggered by the custom event.
  2. In the message composer, click +.
  3. Click Select next to Dynamic product image.
    Clicking + below the message composer, then clicking Select next
    to Dynamic product image to add the dynamic image to the text message.

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