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Campaign & Channel Events

This topic describes delivery events, engagement events, attributable events, disengagement events, and reachability events in Optimizely Data Platform (ODP).

All Delivery, Engagement, Attributable, Disengagement, and Reachability events which a channel app sends into ODP must be specified in the app.yml.

Delivery Events

Delivery events record events along the delivery pipeline. Minimally, these consist of sent events.
The Event Type (type) for these events is the channel.type specified in app.yml.

Event Action actionDescription
sentrecords that a send occurred; this is an Optimizely-generated event
deliveryrecords a successful delivery of a message occurred
delivery_unknownrecords that it was unknown whether a message delivery was successful or unsuccessful; typically only used when delivery events are also possible

Engagement Events

Engagement events record when a message recipient has a positive interaction with the message.
The Event Type (type) for these events is the channel.type specified in app.yml.

Event Action actionDescription
openrecords that a recipient opened a message
clickrecords that a recipient clicked a message
engagerecords that a recipient generically engaged with a message; used when the engagement action does not cleanly fit into another action option

Attributable Events

These are not _additional _events sent into ODP but rather an indication that otherwise-specified events should be used for the purposes of attribution modeling.

Attributable actions are used in Optimizely's attribution model to determine which campaigns get credit for a conversion. These often, but not always, mirror Engagement actions.

Event Action actionDescription
openindicates that conversions can be attributed to open events
clickindicates that conversions can be attributed to click events
engageindicates that conversions can be attributed to engage events
deliveryindicates that conversions can be attributed to delivery events

Disengagement Events

Disengagement events are recorded when a message recipient has a negative interaction with the message.

Event Type typeEvent Action actionReachability Update Type reachability_update_typeList Id list_id
contentopt-out
reachabilityunreachablespam_report
listunsubscribe[list_id]
[channel.type]disengage

Reachability Events

Reachability events are recorded when a message could not be delivered.

Event Type typeEvent Action actionReachability Update Type reachability_update_typeDescription
reachabilityunreachablehard_bouncerecords that a message could not be delivered for a permanent reason (for example, email address does not exist)
[channel.type]soft_bouncerecords that a message could not be delivered for an impermanent reason (for example, mailbox is full)

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