You must have Optimizely Journey Orchestration (OJO) to send campaigns through the following channels: Email, Web Push, App Push, SMS, MMS. For questions about OJO, reach out to your customer success manager or
support@optimizely.com.
Overview
Optimizely Data Platform (ODP) automatically understands or generates events as part of integrations. These events are classified using a two-tier convention with the fields event_type (in APIs this is the same as type) and action.
Use this list to understand what ODP automatically knows about and how data should be sent if you are sending one of these types of events a user took.
E-Commerce & website events
| Event Type |
Action |
Description |
| pageview |
(none) |
User viewed a webpage |
| product |
detail |
User viewed a product page |
| product |
add_to_cart |
User added product to cart |
| product |
remove_from_cart |
User removed product from cart |
| order |
purchase |
User ordered (with line items) |
| order |
cancel |
Order was canceled for User |
| order |
return |
User returned item |
Email events (OJO)
| Event Type |
Action |
Description |
| email |
sent |
Email sent to user |
| email |
open |
Email opened by user |
| email |
click |
Email link clicked by user |
| email |
abort |
Email send was aborted to the user |
| email |
soft_bounce |
Email soft bounced to user |
| email |
hard_bounce |
Email hard bounced to user |
| email |
spamreport |
Email was marked as spam by user |
Soft bounces and hard bounces
A soft bounce means that the email address was valid, and the email message reached the recipient’s mail server. However, common reasons it bounced back include:
- The server was down.
- The mailbox was full (the user is over their quota).
- The message was too large for the recipient’s inbox.
Additional delivery attempts will occur for up to 72 hours. If a message is continuously deferred for 72 hours, the message is dropped.
A hard bounce occurs when the message has been permanently rejected either because:
- The email address is invalid.
- The email address does not exist.
Hard bounced addresses are added to a suppression list. The customer will be marked as ineligible, and ODP will not make additional delivery attempts. This is done to protect your sending reputation as continuing to send to known bad addresses will harm your reputation with the receiver (for example, Gmail, Outlook, etc.).
Mobile/web push events (OJO)
| Event Type |
Action |
Description |
| push |
sent |
Push sent to user |
| push |
open |
Push tapped by user |
| push |
add_token |
User subscribed for push |
| push |
remove_token |
User blocked push for that token |
Subscription events
| Event Type |
Action |
Description |
| list |
subscribe |
User subscribes to a list |
| list |
unsubscribe |
User unsubscribes from a list |
Consent events
| Event Type |
Action |
Description |
| consent |
opt-in |
User opts in to marketing communications with specified identifier |
| consent |
opt-out |
User opts out of marketing communications with specified identifier |
Reachability events
| Event Type |
Action |
Description |
| reachability |
reachable |
User is reachable via specified identifier |
| reachability |
unreachable |
User is not reachable via specified identifier |
Web campaign events
| Event Type |
Action |
Description |
| web_modal |
impression |
User viewed web modal |
| web_modal |
submission |
User submitted form for modal |
| web_modal |
click |
User clicked a link that is not a form submission |
| web_modal |
exit |
User exited without any clicks or submissions |
| web_embed |
impression |
User viewed web embed (when at least 50% of the embed is on the screen) |
| web_embed |
submission |
User submitted the form in the embed |
| web_embed |
click |
User clicked a link that is not a form submission |
