Events in Optimizely Data Platform (ODP) describe actions your customers perform and result in an update to the customer profile. The ODP JavaScript tag that you implemented on your site during onboarding automatically tracks events. ODP also generates events as part of integrations, which then display on the customer profile. For a more detailed description of events (both standard and custom), see our developer documentation.
The following tables show which events ODP recognizes by default to help you determine how you should send this event data.
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 (Legacy)
Note: Only customers onboarded prior to July 15, 2022 have access to campaigns, which are necessary to generate and track email events.
| 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 |
Email soft bounces (Legacy)
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 occur for up to 72 hours. If a message is continuously deferred for 72 hours, the message is dropped.
Email hard bounces (Legacy)
A hard bounce occurs when the message is 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 is marked as ineligible, and ODP does not make additional delivery attempts. This is done to protect your sending reputation as continuing to send to known bad addresses harms your reputation with the receiver (for example, Gmail, Outlook and so on).
Mobile/web push events (Legacy)
Note: Only customers onboarded prior to July 15, 2022 have access to campaigns, which are necessary to generate and track mobile/web push events.
| 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 (Legacy)
Note: Only customers onboarded prior to July 15, 2022 have access to campaigns, which are necessary to generate and track 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 |
