Standard event definitions

  • Updated

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

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

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

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

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 email
reachability unreachable User is not reachable via specified email

When importing reachability events to ODP, you must use the customer's messaging identifier for which you want to update the reachability status. For example, if you want to update the reachability status for an email, you must use that email as the identifier in your reachability event. For more information about identifiers in ODP, see our developer documentation.

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