Interaction Studio: Item Actions

he concept of Item Actions and Actions in the context of the Salesforce Interactions SDK, which is used to track user interactions on a website, especially concerning catalog items (like products) and general user behavior.

Item Actions

• Definition: Item Actions are specific events that track actions users take on catalog items, such as adding a product to the cart or making a purchase. These actions are crucial for understanding user behavior related to specific products or services.

• Property: In the Salesforce Interactions SDK, the itemAction property identifies these actions.

• Automatic Mapping: When you define page types in the Sitemap code (like product pages or cart pages), Salesforce automatically assigns the correct itemAction values based on the type of page the user is interacting with. This means you don’t need to manually set the itemAction property unless you’re dealing with special cases like carts or orders.

• Special Cases:

  • Cart Page: When users view their shopping cart, you should map the itemAction to "View Cart". This helps Salesforce track that the user is specifically interacting with their cart.

  • Order Confirmation Page: After a purchase is completed, the itemAction should be mapped to "Purchase". This tracks the final step of the transaction process.

Actions

• Definition: The action property is used to track more general user interactions that aren't tied to specific catalog items. These actions provide a broader view of user behavior, such as visiting a homepage or clicking on a specific button.

• Purpose:

  • Segmentation: Actions can be used to create audience segments based on user behavior. For example, you can target users who have clicked on a certain call-to-action (CTA) or visited a specific page.

  • Campaigns: Actions can help in qualifying users for targeted campaigns. For instance, you could create a campaign targeting users who have not yet added items to their cart.

  • Reports and Funnels: Actions are valuable for generating reports and analyzing user behavior over time. They can also be used to track user progress through a funnel, such as a purchasing process, to identify where users might be dropping off.

Source Document: https://developer.salesforce.com/docs/marketing/personalization/guide/item-actions.html#item-actions-in-the-event-api

Item Actions Overview:

• Item actions are used to track specific user interactions with items (products, categories, etc.) on your website.

• They are sent through the Evergage Event API to the Personalization platform.

• You need to use predefined values from the Evergage.ItemAction object.

Sending Item Actions:

• There are two main ways to send item actions:

  • Sitemap PageType Definition: This is used within the Evergage configuration for your website. It defines events based on page types and automatically sends them when a user visits a specific page.

  • Event API: This allows you to send events directly using code, independent of page matching.

Supported Item Actions:

The document details the following supported item actions:

• View Item: Tracks when a user views an item.

• View Item Detail: Tracks when a user views the detailed information page of an item.

• View Item Out Of Stock: Tracks when a user views an item that is out of stock.

• Quick View Item: Tracks when a user opens a "quick view" popup for an item (used on category pages).

• Stop Quick View Item: Tracks when a user closes the "quick view" popup.

• View Category: Tracks when a user views a category page.

• Add To Cart: Tracks when a user adds an item to their shopping cart. (Only updates one item at a time)

• View Cart: Updates the list of items in a user's cart. (Overwrites existing items)

• Purchase: Tracks when a user completes a purchase.

• Share: Tracks when a user shares an item.

• Comment: Tracks when a user adds a comment to an item.

• Favorite: Tracks when a user favorites an item.

• Update Line Item: Updates the quantity or other details of a specific item in the cart. (Only updates one item at a time)

• Remove From Cart: Removes a specific item from the user's cart. (Only removes one item at a time)

Additional Notes:

• The document provides code examples for sending some item actions using the Event API.

• It emphasizes that some item actions (like Add To Cart) only work with a single item at a time and require multiple events for multiple items.