When you choose Lifecycle Rewards as the Campaign Trigger, the On Event dropdown opens up. These are the specific behaviors that fire the campaign — the engine behind every automated touch in a loyalty program. (For an overview of Campaign Triggers, including Lifecycle Rewards, see Appfront Campaigns 101: Choosing the Right Campaign Trigger.)
Event | What It Is | Why Use It |
Registration | Fires the first time a customer signs up for the loyalty program. | Your welcome reward. Sets the tone for the entire relationship and incentivizes that critical first repeat visit. |
First Money Load | Fires the first time a customer loads funds onto a wallet or gift card. | Reward initial gift card/wallet adoption with a bonus credit (e.g., load $25, get $5 free). |
Money Load | Fires on every subsequent wallet reload after the first. | Encourages repeat reloads — common in stored-value or pre-paid models. Smaller bonus than the first-load event. |
Birthday | Fires on the customer's stored birthday (or a configurable window around it). | Universally expected and one of the highest-engagement campaigns in loyalty. Almost every program runs one. |
Visits | Fires after a defined number of visits (e.g., Visit 2, Visit 5, Visit 10). | The backbone of frequency rewards. Powers the next-visit nudge, milestone rewards, and the full connected journey ladder that drives habit formation. |
Anniversary | Fires on the anniversary of the customer's signup date. | Celebrates one year (or more) of membership. Strong retention play and a natural moment to reinforce program value. |
Long Time No Visit | Fires after a customer has not visited for a defined number of days. | Win-back / lapsed-guest reactivation. Consistently one of the highest-ROI campaigns in any program — bring back a guest who was about to be lost. |
Enter Promo Code | Fires when the customer manually enters a promo code at checkout or in-app. | For codes you distribute externally — influencer campaigns, partner promos, print mailers, podcast reads, QR codes — where you need attributable conversion. |
Submitted Review | Fires when a customer submits a review through the platform. | Reward review participation. Boosts review volume on the platforms that drive new-guest acquisition (Google, Yelp, etc., depending on integration). |
Money Amount | Fires when a customer hits a spend threshold — either cumulative lifetime spend or a single-check total. | Spend-based milestones. Examples: "Spend $250 lifetime, unlock VIP status" or "Spend $50 on one check, get a free dessert." |
Purchased Items | Fires when a customer purchases a specific item or item group. | Item-level behavior triggers. Examples: buy a kids' meal, get a kid's drink free next visit; try a new entree, get a free side; or push category trial. |
Gift Card Purchased | Fires when a customer purchases a gift card. | Reward gift card buyers — they are either gifting (which acquires a new guest for you) or pre-funding their own future visits. Both are high-value behaviors. |
Coupon was Shared | Fires when a customer shares a coupon with a friend through the platform's share function. | Referral mechanic. Rewards the sharer for word-of-mouth marketing and turns existing members into an acquisition channel. |
Coupon was Not Redeemed | Fires when an issued coupon is about to expire without being used. | Reminder/nudge campaign. "Don't forget — your reward expires Sunday." Recovers redemptions that would otherwise be lost and drives an immediate visit. |
Coupon was Redeemed | Fires when a coupon is successfully redeemed. | Thank you or follow-up campaign. Confirms the redemption and chains into the next journey step (e.g., a follow-up offer 7 days later to lock in the next visit). |
Daily / Weekly / Monthly / Yearly | Fires on a recurring schedule for all eligible members. | Recurring perks. Examples: a daily happy-hour offer, weekly Member Wednesday, and/or a monthly free coffee. The "always-something-coming" engine that keeps a program feeling alive. |
Once a Day / Week / Month / Year | Caps a campaign so each member can only trigger it once within a defined period. | Frequency capping to prevent abuse. Critical for "free side every visit" style offers, daily-deal subscriptions, and any recurring reward where one-per-day matters. |
Deep Link Click | Fires when a customer clicks a tracked deep link (the campaign's unique hash URL). | Attribute and reward conversions from any external link — social posts, email, paid ads, QR codes. Pairs with bit.ly tracking for full-funnel ROI. |
How These Pieces Fit Together
A loyalty program is rarely one campaign — it's a coordinated set of them. A typical build uses Lifecycle Rewards for the always-on automations (registration, visits, birthday, win-back), Tiers for status progression, Group Marketing for one-off blasts, and Landing Page Signup or Deep Link Click for any source-attributed acquisition push. The triggers and events in this guide are the building blocks; the strategy is how you sequence them into a connected journey.