oh yeah, I did figure this out. it's really strange and unintuitive. you have to use a spritesheet (it won't work any other way).
click on the particle emitter then under the inspector scroll down to canvasitem > material, give it a new material that's blank. then under that material click "particles animation" to on and give it the relevant H and V frames number.
finally you have to go back up to process material > animation and set speed min to at least 1.
SnapCracklins I am not nearly skilled enough at the moment to make my own particle emitter, and from what I understand the way I was doing it before is a lot less performant since they're just objects I keep adding and removing instead of particles.