The Action step is where you decide what happens after a visitor clicks Submit. It's a step that's easy to rush — but the post-submit moment is one of the highest-value touchpoints in the whole journey. A visitor has just told you they want something. What you do in the next second either reinforces that decision or loses it.

Three things to set here: what the Submit button does, how double opt-in is handled (if enabled), and what happens when the submission matches an existing Profile.

On the Form Action page, select in the dropdown what type of action the Submit button will perform.

There are three options:

The visitor stays on the same page and sees a confirmation message.

Enter the text for the headline and message to be displayed.

This is the simplest option and works well for embedded Forms where navigating away would be jarring — for example, a newsletter sign-up in a website sidebar, or a preference centre Form embedded in an account page.

Redirect the visitor to any web address.

Enter the URL you want to redirect to. This URL is captured as part of the Form – Submit Event on the Profile, so you can segment by destination if needed.

Use this when the destination lives outside Apsis One — for example, your main website's thank-you page, an external event platform, or a third-party download host

Redirect the visitor to a Page activity you've built in Apsis One.

Expand the Select activity dropdown and choose an existing Page from the list. See Create New Page for how to build Pages.

This is the option you want when the post-submit experience is a destination in its own right — a branded thank-you Page, a download delivery page, a campaign-specific confirmation with next steps, or an invitation to share.

When you choose Go to URL, a dropdown for Advanced Link Settings appears. These settings let you add Attributes as parameters to the URL, so the destination page can read them and personalise itself.

Expand the Attribute dropdown, select an Attribute, and enter a parameter name in the Parameter input field.

Example: if you have a specific landing page for visitors who live in Sweden, you can pass the Country Attribute as a parameter (e.g. ?country=Sweden) and use that to direct them to the right place, or to pre-fill content on the destination page.

Advanced Link Settings are particularly useful when integrating with your main website or a third-party system that can read URL parameters — you can hand off rich context without needing an API call.

If your Form has Double opt-in enabled, you can choose the page subscribers are redirected to once they confirm their subscription by clicking the link in the confirmation email.

Enter the web address in the URL input field.

Double opt-in is enabled in the Terms & Conditions and Consent elements. See Double opt-in for more on the full flow.

With double opt-in switched on, there are actually two post-submit moments to design for:

Now it's time to choose what happens when a Form & Pages activity is submitted by a visitor who matches an existing Profile in your account.

Expand the Profile Check dropdown to set up how your Form handles existing Profiles.

If profile already exist, allow to add new attributes and subscriptions, but not overwrite existing data.

This rejects the Form submission, shows a message of your choice to the visitor, and sends a Reject Event to the Profile.

If you choose to block overwriting Profiles, enter the message that will be visible to visitors in the Message text box.

Use this when you don't want existing data to be touched — for example, a Form aimed strictly at new sign-ups where overwriting would break assumptions in a downstream CRM or flow.

This rejects the Form submission, shows a message of your choice, and sends a Rejected because CRM ID was set Event to the Profile.

This is the go-to setting when Apsis One is integrated with a CRM (like Efficy Enterprise or Tribe CRM) and you want to protect Profiles that already exist in the CRM from being overwritten by Form data. New Profiles go through; Profiles already owned by sales stay protected.

It's a quietly important setting. Many organisations learn the hard way that allowing a marketing Form to overwrite a sales-owned contact can erase context, reset consent, or break ownership rules. If you have a CRM integration, this option is almost always the safer default for acquisition Forms.

Allow the Profile to be updated with the data from the Form.

When a new Known Profile is created by a Form, Apsis One automatically merges it with an existing Profile in your Audience — as long as the email address or mobile number matches (Email or Mobile Attribute). The result is complete, enriched Profiles that contain all their corresponding data.

This is the right setting for preference centres, update-your-details Forms, and any Form explicitly designed for existing Profiles to change their own information. Blocking would defeat the purpose.

Pair this with a Marketing Automation welcome flow triggered by the Form – Submit Event. See About Marketing Automation.