Skip to main content
Triggers control when and to whom your post-purchase funnels display. This guide walks you through configuring the most common trigger types and managing funnel priority. 💡 Tip: For detailed information about what each trigger does, see the Post Purchase Triggers reference.

​
Getting started with triggers

When you create a new funnel, you’ll need to configure at least one trigger to control when it displays. You can combine multiple triggers to create precise targeting rules.

​
How Triggers Work Together

Post-purchase triggers use two levels of logic: AND between triggers and OR within triggers.

​
AND Logic (Between Triggers)

All enabled triggers must be met for the funnel to display, If you add multiple triggers, every one must return a match. Example:
  • Customer Location = US
  • Order Value > $50
The customer must be in the US and the order must exceed $50.

​
OR Logic (Within a Trigger)

Within a single trigger, only one selected option needs to match. Example:
Product Category = Shoes, Socks, or Pants If the order contains any one of these, the trigger passes.
Note: Some triggers (like Product Quantity) allow you to switch this to AND logic.
For a detailed explanation of trigger logic, see Understanding Conditional Logic.

​
Show for All Customers trigger

A “Catch-All” funnel uses the Show for All Customers trigger. This funnel activates when an order does not meet the criteria for any other funnel. It serves as a safety net, ensuring no orders slip through without an upsell or thank-you page offer. To use it effectively, set this funnel to the lowest priority so it only appears if no other funnel triggers. Example use cases:
  • You have three funnels: one for orders over $100, one for specific products, and one with the Show for All Customers trigger. If a customer places an order that doesn’t meet the first two funnels’ criteria, the Show for All Customers funnel will activate as a fallback.
  • You want to ensure every customer sees at least one offer. Create a funnel with the Show for All Customers trigger and set it to the lowest priority.

​
Product-based triggers

These triggers activate based on the products, collections, or variants in a customer’s cart.
Additionally, ensure proper configuration to prevent hidden or wholesale-only products from appearing unexpectedly in recommendations. This includes reviewing Shopify’s Product Recommendation logic and restricting such products at the add-to-cart stage.

​
Product/Collection trigger

Use the Product/Collection trigger to display your funnel when specific products or collections are purchased. To configure a Product/Collection trigger:
  1. In your funnel settings, click Add Trigger
  2. Select Product/Collection from the trigger type dropdown
  3. Choose Contains or Does not contain
  4. Search for and select the products or collections you want to target
  5. Click Save
Example use cases:
  • Show a protein powder upsell when customers purchase any product from your “Supplements” collection.
  • You have a funnel set to products X, Y, and Z. If a customer buys products A, B, and Y, this funnel will activate. If they buy A, B, and C, it will not.

​
Product Quantity trigger

Use the Product Quantity trigger to display an offer based on how many of a specific product are in the cart. To configure a Product Quantity trigger:
  1. Click Add Trigger
  2. Select Product Quantity from the trigger type dropdown
  3. Choose Less than or More than
  4. Enter the quantity threshold and select the product
  5. Click Save
Example use cases:
  • Set to “less than 3” for Product X. If a customer buys 2 units, the funnel activates. If they buy 3 or more, it does not.
  • Set to “more than 1” for Product Y. If a customer buys 2 or more units, the funnel activates. If they buy only 1, it does not.

​
Product Tag trigger

Use the Product Tag trigger to display an offer when products with certain Shopify tags are included in the order. To configure a Product Tag trigger:
  1. Click Add Trigger
  2. Select Product Tag from the trigger type dropdown
  3. Choose Include or Exclude
  4. Enter the product tag(s) you want to target
  5. Click Save
Example use cases:
  • Exclude discontinued products from receiving upsell offers by setting the trigger to exclude products tagged “discontinued.”
  • Show a special offer only for products tagged “summer-collection.”

​
Product Type trigger

Use the Product Type trigger to display an offer when purchased products belong to a defined Shopify product type. To configure a Product Type trigger:
  1. Click Add Trigger
  2. Select Product Type from the trigger type dropdown
  3. Choose Include or Exclude
  4. Enter the product type(s) you want to target
  5. Click Save
Example use case: If you set the trigger to “Shoes,” any time a customer purchases a product of type Shoes, the funnel will display. If they purchase a t-shirt (type: Apparel), the funnel will not display.

​
Metafields trigger

Use the Metafields trigger to display funnels based on custom metafield data associated with products or variants. You can choose between product metafields or variant metafields, but only one type can be matched at a time. To configure a Metafields trigger:
  1. Click Add Trigger
  2. Select Metafields from the trigger type dropdown
  3. Choose Include or Exclude
  4. Enter the metafield name and value exactly as they appear on the product page (both are case-sensitive)
  5. Click Save
How it works:
  • Include means there’s an overlap between the metafields in the order and those in the trigger list. For example, if the order metafields are ["color: red", "size: m"] and the trigger list is ["color: red", "ship: warehouse"], the condition is satisfied because color: red matches.
  • Exclude means there’s no overlap between the metafields in the order and the trigger list. For example, if order metafields are ["color: red", "size: M"] and the trigger list is ["color: blue", "size: L"], the condition is satisfied because there are no matching name:value pairs.
This trigger is especially useful if you use metafields to store detailed product information (like materials, sizing, or special attributes).

​
Product/Collection Exclusion trigger

Use the Product/Collection Exclusion trigger to prevent a funnel from displaying when excluded products or collections are present in the cart. To configure a Product/Collection Exclusion trigger:
  1. Click Add Trigger
  2. Select Product/Collection Exclusion from the trigger type dropdown
  3. Search for and select the products or collections to exclude
  4. Click Save
Example use case: If a customer has purchased from a heavily discounted product or collection, you may prefer not to show further offers. You can also combine this trigger with the Product/Collection trigger to ensure only selected products activate the funnel while others are excluded.

​
Subscription trigger

Use the Subscription trigger to display an offer based on whether a subscription product is included in the order. To configure a Subscription trigger:
  1. Click Add Trigger
  2. Select Subscription from the trigger type dropdown
  3. Choose Contains or Does not contain subscription products
  4. Click Save
Example use cases:
  • Set to “Does not contain” subscription products to target one-time purchasers and offer them a subscription upsell.
  • Set to “Contains” subscription products to show complementary one-time products to subscribers.
Note: Shopify only supports one subscription product per order, so you cannot upsell a subscription if the original order already includes one.

​
Variant Name trigger

Use the Variant Name trigger to display specific funnels based on the product variant selected by the customer at checkout (e.g., size, color, style). To configure a Variant Name trigger:
  1. Click Add Trigger
  2. Select Variant Name from the trigger type dropdown
  3. Choose Include or Exclude
  4. Enter the variant name(s) you want to target
  5. Click Save
Example use cases:
  • Set to include “Large.” If a customer purchases a t-shirt in size Large, the funnel activates. Size Small or Medium will not trigger it.
  • Set to include “Red” and “Blue.” Either color variant will activate the funnel; Green will not.

​
Cart & Discount triggers

These triggers activate based on cart value, contents, or discounts applied.

​
Order Value trigger

Use the Order Value trigger to target customers based on their cart total. To configure an Order Value trigger:
  1. Click Add Trigger
  2. Select Order Value from the trigger type dropdown
  3. Choose Greater than or Less than
  4. Enter the dollar amount threshold
  5. Click Save
Example use cases:
  • Show premium upsells to customers with orders over $100.
  • Offer free shipping upgrades to customers with orders under $50.
  • A funnel set to “less than $50.00” will activate for a $30.00 order but not a $60.00 order.

​
Quantity trigger

Use the Quantity trigger to show an upsell offer based on the total item count in a customer’s order. To configure a Quantity trigger:
  1. Click Add Trigger
  2. Select Quantity from the trigger type dropdown
  3. Choose More than or Less than
  4. Enter the item count threshold
  5. Click Save
Example use cases:
  • Set to “less than 3” - the upsell appears only when there are 1 or 2 items in the cart.
  • Set to “more than 1” - the funnel triggers for orders with 2 or more items.

​
Discount Code trigger

Use the Discount Code trigger to include or exclude customers from seeing a funnel based on a discount code they applied. To configure a Discount Code trigger:
  1. Click Add Trigger
  2. Select Discount Code from the trigger type dropdown
  3. Choose Include or Exclude
  4. Enter the discount code(s), pressing Enter after each one to save it
  5. Click Save
Example use case: If you’re running two promotions, 25% off for new customers and 10% off for email subscribers, use the Discount Code trigger to display the funnel only to email subscribers using the email subscription discount code.
Note: Be sure to press Enter after entering the discount code to save it in the funnel.

​
Discount Percent (%) trigger

Use the Discount Percent trigger to include or exclude customers from viewing a funnel based on the discount percentage applied to their order. To configure a Discount Percent trigger:
  1. Click Add Trigger
  2. Select Discount Percent (%) from the trigger type dropdown
  3. Choose Include or Exclude, then choose Greater than or Less than
  4. Enter the discount percentage threshold
  5. Click Save
Example use cases:
  • Set to exclude discounts “greater than 20%.” A customer with a 25% discount won’t see the funnel; one with 15% or no discount will.
  • Set to include discounts “less than 10%.” A customer with a 5% discount will see the funnel; one with 15% will not.

​
Customer Attribute triggers

These triggers use customer data to control funnel visibility.

​
Customer Tag trigger

Use the Customer Tag trigger to include or exclude customers from seeing a funnel based on their associated Shopify customer tags. To configure a Customer Tag trigger:
  1. Click Add Trigger
  2. Select Customer Tag from the trigger type dropdown
  3. Choose Include or Exclude
  4. Enter the customer tag(s) you want to target
  5. Click Save
Example use cases:
  • Set to include “VIP.” Only customers with the VIP tag will see the funnel.
  • Set to exclude “Wholesale.” Wholesale customers won’t see retail upsells.

​
Customer Order History trigger

Use the Customer Order History trigger to create offers based on a customer’s past purchases of specific products. To configure a Customer Order History trigger:
  1. Click Add Trigger
  2. Select Customer Order History from the trigger type dropdown
  3. Search for and select the specific products to check for in past orders
  4. Click Save
Important: You must select specific products when using this trigger. If you don’t, it will only display “Customer previously ordered ____” without applying any action. If your goal is simply to check whether a customer has ordered before, use the Customer Order Count trigger instead.
Note: This trigger reviews only past orders, not the current order.

​
Customer Order Count trigger

Use the Customer Order Count trigger to display a funnel specifically for new or returning customers based on how many orders they’ve previously placed. To configure a Customer Order Count trigger:
  1. Click Add Trigger
  2. Select Customer Order Count from the trigger type dropdown
  3. Choose Equal to, Greater than, or Less than
  4. Enter the order count threshold
  5. Click Save
Example use cases:
  • Set to “equal to 0” to target first-time customers only.
  • Set to “greater than 3” to target loyal customers who have placed 4 or more previous orders.
  • More than 0 orders = returning customer; 0 orders = new customer.
Note: This trigger is based on past purchases, not the current order.

​
Customer Language trigger

Use the Customer Language trigger to tailor offers based on the customer’s preferred language, creating a more personalized experience. To configure a Customer Language trigger:
  1. Click Add Trigger
  2. Select Customer Language from the trigger type dropdown
  3. Select the language(s) you want to target
  4. Click Save
Aftersell supports multiple languages, though there are currently some limitations as this feature is still under development. See the video tutorial for setup guidance and current limitations.

​
Once per Customer trigger

Use the Once per Customer trigger to ensure a funnel only shows once per customer across all of their orders. To configure a Once per Customer trigger:
  1. Click Add Trigger
  2. Select Once per Customer from the trigger type dropdown
  3. Click Save
Example use cases:
  • A customer who sees this funnel after their first purchase will not see it again on any future purchases, even if all other trigger conditions are met.
  • Use it to show a special “welcome offer” exclusively on a customer’s first purchase.

​
Order Details & Time-Based triggers

These triggers depend on checkout details, marketing data, or timing.

​
UTM Parameter trigger

Use UTM Parameter triggers to display specific funnels based on marketing campaign parameters in the URL. To configure a UTM Parameter trigger:
  1. Click Add Trigger
  2. Select UTM Parameter from the trigger type dropdown
  3. Choose the UTM parameter type (source, medium, campaign, term, content, or id)
  4. Enter the exact value to match
  5. Click Save
Example use cases:
  • Set to “utm_source = facebook.” Customers arriving via a Facebook link will see the funnel; others will not.
  • Set to “utm_campaign = summer_sale” to show campaign-specific offers to customers from that campaign.
  • Show exclusive offers to customers arriving from your email campaign by targeting utm_source=email.
For advanced UTM tracking setup, see How to use Direct-to-Checkout UTM Links.
⚠️ Known limitation: UTM triggers and express checkout UTM triggers do not fire when customers use express checkout methods (Shop Pay, Apple Pay, Google Pay, PayPal, etc.) because express checkout bypasses the standard cart flow where UTM parameters are captured. If you’re using UTM triggers for campaign tracking, consider:
  • Using other trigger types (product, collection, order value) as alternatives
  • Creating separate funnels for general traffic that don’t rely on UTM parameters
  • Tracking campaign performance through other analytics tools

​
Currency trigger

Use the Currency trigger to control whether customers see a funnel based on the currency they use at checkout. To configure a Currency trigger:
  1. Click Add Trigger
  2. Select Currency from the trigger type dropdown
  3. Choose Include or Exclude
  4. Select the currency or currencies you want to target
  5. Click Save
Example use cases:
  • Set to “USD.” Customers checking out in US Dollars will see the funnel; those in EUR, GBP, or others will not.
  • Set to “CAD” and “USD.” Customers in either currency will see the funnel.
Important notes:
  • Thank You Page offers automatically adjust to the customer’s checkout currency, making a single funnel viable across markets.
  • Post-purchase 1-click upsells do not support multi-currency, customers will not see upsell offers unless your store currency matches their checkout currency. Use Thank You Page offers for universal visibility.
  • If your store uses Shopify Markets, Aftersell integrates seamlessly to display products in the correct local currency.

​
Shipping Country trigger

Use the Shipping Country trigger to include or exclude customers based on their shipping destination. To configure a Shipping Country trigger:
  1. Click Add Trigger
  2. Select Shipping Country from the trigger type dropdown
  3. Choose Include or Exclude
  4. Select the countries you want to target
  5. Click Save
Example use cases:
  • Exclude international shipping for products only available domestically.
  • Show region-specific products to customers in certain countries.
  • Create country-specific Thank You Page offers (since 1-click upsells don’t display for non-default currencies).

​
Random Sample trigger

Use the Random Sample trigger to control funnel visibility for a random subset of customers. This is ideal for A/B testing new funnels or surprising a select group with special offers. To configure a Random Sample trigger:
  1. Click Add Trigger
  2. Select Random Sample from the trigger type dropdown
  3. Enter the percentage of customers who should see the funnel
  4. Click Save
Example use cases:
  • Set to “25%.” The funnel randomly activates for approximately 25% of qualifying customers.
  • For A/B testing, create two funnels each with a Random Sample trigger set to “50%.” Each funnel will show to roughly half your customers.

​
Date/Time trigger

Use the Date/Time trigger to schedule funnel visibility based on specific dates and times, ideal for time-sensitive promotions, seasonal campaigns, or limited-time deals. To configure a Date/Time trigger:
  1. Click Add Trigger
  2. Select Date/Time from the trigger type dropdown
  3. Set your desired date range or start/end date
  4. Click Save
Example use cases:
  • Set to activate “between December 1 and December 25” for a holiday promotion.
  • Set to activate “after January 1, 2026” to launch a new year promotion.

​
Shipping Method trigger

Use the Shipping Method trigger to control funnel visibility based on the customer’s chosen shipping option at checkout (e.g., standard, expedited, international, pickup). To configure a Shipping Method trigger:
  1. Click Add Trigger
  2. Select Shipping Method from the trigger type dropdown
  3. Choose Include or Exclude
  4. Select the shipping method(s) you want to target
  5. Click Save
Example use case: Show an expedited delivery upgrade upsell only to customers who selected standard shipping.

​
Managing funnel priority

When you have multiple funnels, priority determines which funnel displays when multiple funnels’ triggers are met. How funnel priority works:
  • Funnels are evaluated in priority order: Priority 1 → Priority 2 → Priority 3, etc.
  • The first funnel whose triggers are all met will display
  • Lower priority funnels are only checked if higher priority funnels don’t match
  • Smart Funnel (if enabled) is evaluated at Priority 0, before all manual funnels

​
Viewing funnel priority

You can see each funnel’s current priority number on the left side of the funnel table in the Post-purchase Funnels section.

​
Reordering funnels

To change funnel priority:
  1. Go to Post-purchase Funnels in the Aftersell admin
  2. Click the Manage Priority button at the top right of the funnel table
  3. Drag and drop funnels to reorder them
  4. Click Save to apply the new priority order
Best practices for funnel priority:
  • Place specific funnels first - Put funnels with narrow targeting (specific products, high-value orders) at higher priority
  • Place broad funnels last - Put funnels with general targeting (collections, low order values) at lower priority
  • Set Catch-All funnel to lowest priority - If you have a “Show for All Customers” funnel, make it the last priority so it only displays when no other funnel matches
  • Test your priority order - Place test orders to verify the correct funnel displays for different scenarios
Example priority structure:
  • Priority 1: High-value orders ($200+) with specific product
  • Priority 2: Orders containing products from premium collection
  • Priority 3: Orders with any product from main category
  • Priority 4: Catch-All funnel (Show for All Customers)

​
Combining multiple triggers

You can add multiple triggers to a single funnel to create precise targeting rules. Remember: all triggers must be met for the funnel to display. Example: Targeting high-value supplement customers Add these triggers to the same funnel:
  • Product/Collection trigger: Contains products from “Supplements” collection
  • Order Value trigger: Greater than $75
  • Customer Order Count trigger: More than 0 orders (returning customers only)
This funnel will only display to returning customers who purchase supplements and have a cart value over $75.

​
Next steps