Account activities

Overview

Account activities in Ortto let you track events at the account (organization) level. Instead of focusing on what a single contact does, account activities give you visibility into what’s happening across the entire company - whether that’s a key lifecycle change, an important action taken by the organization, or a status update.

Account activities vs. Contact activities

In Ortto, activities can be captured at two different levels: the account and the contact. Both are valuable, but they serve different purposes.

• Contact activities represent actions taken by an individual person - things like signing up for a newsletter, attending a webinar, or clicking a specific feature. These help you understand personal engagement and allow you to tailor communication and workflows to each contact.
• Account activities represent actions or milestones that belong to the account (organization) as a whole. Even if a specific person triggers the event, the impact or meaning applies across the entire company. For example, when an account reaches a usage milestone, moves into a new lifecycle stage, or upgrades their subscription, it’s the organization that has changed, not just one person.

When to use each

Choosing whether something should be recorded as a contact activity or an account activity comes down to what the event truly represents.

Use contact activities when:

• The action reflects an individual’s behavior
• You want to trigger contact-level journeys
• You need contact-level reporting

Example: Pete logged in

Use account activities when:

• The event describes a company-wide event or change
• The action impacts the entire account, not just one person
• You want to trigger account-level journeys
• You need account-level reporting

Example: Greenline Manufacturing hit 10k monthly spend

A simple rule of thumb: if you’d talk about the event as something “the company” did, it’s probably an account activity.

System account activities

By default, certain system activities are generated at the account level, similar to contact-level activities such as Sent email, Opened email, etc.

It’s important to note that these account activities are recorded when the account is part of an account journey, and at least one contact linked to the account performs the activity

Viewing account activities

Account activities can be viewed directly from an account’s profile. Within the profile, you can switch between two activity views: Account and People.

• Account: Displays the feed of activities recorded at the account level - events that relate to the account (organization) as a whole.
• People: Displays the activity feed for all contacts associated with that account, showing the individual actions those people have taken.



Account journeys

Having account activities also means you can trigger account-level journeys. Learn more about how to work with account-level journeys.

Examples of account activities

Here are some examples of account-level events you might track as account activities:

• Subscription or plan changes: Brightwave Analytics upgraded their subscription
• Lifecycle stage changes: Account moved to “Sales Qualified”
• Usage-based milestones: Account reached 1,000 API calls this week
• Aggregated behavior: Account added 3 new users this month
• Business outcomes: Account completed onboarding project, Account churned