[This is preliminary documentation and subject to change.]
There are two processes for calling actions. The action can be either a custom action or a standard action.
When the installer obtains an action name from the MsiDoAction function or from a sequence table, it searches for a standard action of that name. If it cannot find the standard action, the installer queries the CustomAction table to check if the specified action is a custom action. If the specified action is not a custom action, the installer queries the Dialog table for a dialog box to present. This dialog box typically starts a wizard sequence.