What are System Events
System Events are built-in, pre-defined events that are tracked by Bread & Butter. They appear in your Dashboard whenever a user performs a standard action (such as submitting a form or signing in again), and you can send the leads behind any of them to an integration through a saved funnel.
In short: System Events are the actions Bread & Butter records on its own, with nothing to set up: an email address being captured, a profile being verified, a returning visitor signing in, a form being submitted, a de-identification request, and the rest listed below, each with the name it carries in the API. Events aren't offered as a trigger when you add an integration. To send leads when one specific event happens, save a funnel filtered on that event and choose that funnel as the integration's Trigger.
Conversion & Identity Events
Email Captured (API: identity_conversion ). An email address is captured when a visitor enters a valid email address. This can happen while filling out a webform, an existing opt-in CRM form, or a 'Contact Us' form. This is the first step in turning a visitor into a named lead. If they later verify their identity (via social login or password), they will trigger the 'Profile Verified' event. This event is triggered only once per visitor.
Profile Verified (API: verified_conversion ). A visitor profile is verified when they convert on the website using a high-trust method, such as a social login or email + password/PIN combination. This ensures the email address is genuine and belongs to the actual visitor. If these confirmations are not completed, the visitor remains in the 'Email Captured' state. This event is triggered only once per visitor.
Signed In (API: authentication ). Triggered when a visitor with an existing Verified Profile signs in again. This usually happens when a user returns to the site after their session has expired and signs back in using a Bread & Butter tool (like a magic link or social login). Unlike conversion events, this can be triggered multiple times for the same visitor.
Auth Initiated (API: authentication_started ). Triggered when a user clicks on one of the enabled social login buttons to initiate a Conversion or Sign-in event. This tracks the intent to sign in, even if the user does not complete the process.
Prompt Auth (API: blur_screen ). Triggered when a user clicks a button that launches a Bread & Butter tool, such as the 'Continue with' prompt or a Content Gate. This indicates the user has engaged with a tool that requires authentication.
Invalid Email (API: invalid_email ). Triggered when a user attempts to convert or sign in but provides an email address format that is rejected by the system.
Corrected Email (API: corrected_email ). Triggered when a user, after initially entering an invalid email, successfully corrects it to a valid format during the same session.
Activity & Engagement Events
Form Submitted (API: form_submission ). Triggered when a visitor successfully submits an existing form on your website, such as a newsletter signup, CRM opt-in, or registration form that Bread & Butter is monitoring.
Contact Us (API: contact_us ). Triggered specifically when a user successfully submits the Bread & Butter 'Contact Us' tool.
Custom Data Updated (API: custom_data_updated ). Triggered when a user converts or submits a form that contains custom fields (e.g., Company Name, Phone Number, Job Title), updating their profile with this new data.
Status & Maintenance Events
De-identification Requested (API: deidentification_requested ). Triggered when a user formally requests to have their personal data removed (de-identified) from your system.
De-identified (API: deidentification ). Triggered when a de-identification request is approved and processed, successfully removing the user's personal data.
Sending leads to an integration when an event happens
Events aren't offered as a trigger when you add an integration. Every integration is triggered by a lead stage (Engaged Lead is the default) or a funnel you've saved, so to act on one event, build a funnel around it:
- In your dashboard, open Advanced Filters on a tab, or use Add Custom Funnel.
- Under Technical, filter on the event, apply the filters, and save the funnel with a name your team will recognise.
- Open Integrations, add the integration you want, and choose that funnel as the Trigger.
Each lead is sent once when they enter the funnel, not again while they stay in it. Leads are only sent once we've captured their email address. Which destinations and payloads you can use depends on your plan; Integrations and Automation has the full matrix.
Integrations set up on a single event before 9.6 keep working as they are.