Custom activities guide

Overview

Activities track user actions like email clicks, purchases, or logins. They help users understand customer behavior, segment audiences, and create detailed reports. Custom activities lets users define specific behaviors throughout the customer journey.

Users can utilize activities to add people to playbooks, journeys, build target audiences, and generate reports and dashboards.

This guide shows users how to add custom activities to Ortto using the API. Custom activities provide deeper insights, better reporting, and more control over users audience communications.

Accessing custom activities

To access custom activities, go to CDP > Activities.

Managing custom activities

• Create a custom activity.
• Create an activity via API.

Getting started

In this guide, we'll use the Logged in activity as an example. This activity is created every time someone logs into our app.

We also want to capture additional details:

• Payment plan.
• Login location.
• Account owner status.
• Web browser used

This information should be linked to the customer who logged in. If a matching customer doesn’t exist in Ortto, we’ll add them.

Generating a private API key

Learn more about this process in Configuring a custom API key.

See also

• Rate limits in the Ortto API
• Create or update one or more people (merge).

Creating a custom activity

Navigate to Activities > click New activity.

Activity name

This should be a verb such as Purchased, Visited, Downloaded or Logged in - it will be used in the activity feed for items such as:

Art Vandalay logged in.

You will be able to edit the activity name later, but it will not update previously recorded activities in the activity feed for a person. It will update it in the filters, reports and other places where it is displayed dynamically.

Icon

The icon is associated with your custom activity and will appear in the person activity feed and filters. While it isn’t necessary to have a unique icon per activity, it helps you identify them quickly.

Attributes

Any attributes you want to send along with your activities must be defined here. If they are not, they will be ignored by the API.

When you name attributes you don’t have to give them programmatic names. These names will appear in filters and likely be used by non-technical people in your company. So you can call them things like Product name, or Size preference.

Once you create the activity the system will give them internal field names based on their name and type, e.g. str:cm:size-preference, which you will use when sending requests to the API.

You are required to define the type of each field, these include:

See also:

• List of timezones
• List of currencies.

Map value to CDP

The map value to CDP option allows you to use attributes sent in your payload to update the fields on the person in question for that activity. For example, you might want to create custom fields on people for each of the attributes you are sending, then update them each time you send an activity payload. You can also update fields like First name and Last name in case the activity caused an internal update to this information. Mapping to fields is optional.

Conversion value

If you enable conversion value, you can provide an extra value in your payload like so "int::v": 15300. This value is then considered to have been attributed to this activity. Since the value is a currency, you multiply the number you are sending by 1000. In the above example the value being sent represents $15.30. So we would do this if we thought every login to our web app was worth $15.30.

If you receive activity data in multiple currencies (e.g. you sell products in the United States, Europe, and Australia), you can set a conversion value for any currency type using "prc::v". For example, "prc::v": { "c": AUD, "a": 15300, "d": { "year": 2024, "month": 3, "day": 1, "timezone": "Australia/Sydney" }}

Learn more about how Ortto handles attribution. See also the List of currencies for an example of multi currency data ingestion and valid currencies.

Track as touch

This option will update the "Last seen" on the person associated with the activity. A login event is the perfect example of when you would want to track the activity as touch because we know we have seen the user at the time they logged in.

Passive activities which were not initiated by the user should leave this option disabled.

Create an activity in Ortto (via API)

Requests to create an activity event in Ortto are submitted as a single POST method to the following URL:

 
https://api.ap3api.com/v1/activities/create

For our login demo we will use the Private API key generated in previous steps.

Below is a basic example of sending a login activity to Ortto via the API using the cURL command. This sends through the attributes we specified above when creating the activity.

shell
 
curl --location\
     --request POST 'https://api.ap3api.com/v1/activities/create'\
     --header 'X-Api-Key: PUT-YOUR-REAL-KEY-HERE'\
     --header 'Content-Type: application/json'\
     --data-raw '{
       "activities": [
         {
           "activity_id":"act:cm:logged-in",
           "fields": {
             "str::first": "Chris",
             "str::last": "Smith",
             "str::email": "chris.smith@example.com"
           },
           "attributes": {
             "str:cm:payment-plan": "$100 starter plan",
             "bol:cm:account-owner": true,
             "str:cm:web-browser": "Google Chrome",
             "int::v": 1530
           },
           "location": {
             "source_ip": "59.167.135.194"
           }
         }
       ]}'

Create activity response

If the request is successful you will receive a 200 OK response, and a JSON body like the following:

json
 
{
  "activities": [
    {
      "person_id": "00600e153df0a3b67ce60f00",
      "person_status": "created",
      "activity_id": "00600e153c548806f6a4dbda",
      "status": "ingested"
    }
  ]
}

person_id is the ID of the person which the activity was added to. This could be a new person_id if the person was never seen before based on your merge strategy.

You can also provide person_id in subsequent requests instead of email. To do that, person_id needs to be provided at the root level, as shown in the example below:

json
 
shell
 
curl --location\
     --request POST 'https://api.ap3api.com/v1/activities/create'\
     --header 'X-Api-Key: PUT-YOUR-REAL-KEY-HERE'\
     --header 'Content-Type: application/json'\
     --data-raw '{
       "activities": [
         {
           "activity_id":"act:cm:logged-in",
           "person_id":"0066ced2f7053cd70d8f9e00",
           "fields": {
             "str::first": "Chris",
             "str::last": "Smith",
             "str::email": "chris.smith@example.com"
           },
           "attributes": {
             "str:cm:payment-plan": "$100 starter plan",
             "bol:cm:account-owner": true,
             "str:cm:web-browser": "Google Chrome",
             "int::v": 1530
           },
           "location": {
             "source_ip": "59.167.135.194"
           }
         }
       ]
          "merge_by": ["str::person_id"]
}'

person_status tells you what happened to the person associated with this activity:

Ortto is strongly typed which means if you provide a type of data which cannot be unmarshaled into the correct type, your activity ingestion will fail.

Additionally, if you provide person fields which do not exist, activity ingestion will fail. Note that this doesn’t apply for unknown attributes on activities, which will simply be ignored.

Why won’t activities work from my website javascript?

You might notice that if you try to run these API calls via your own website you will get a CORS error. This is because the API is only accessible via a backend call, due to security reasons. If activities were allowed to be send from the public website, then the API could be bombarded with fake requests damaging your CDP data.

However, we do have a way for you to send these activities from your website.

Read the guide to sending website activities here.

Providing person fields as part of the payload

When you set up your data source, you specify your merge preferences. This is how the system decides what to do when it encounters a person it has seen before.

In order for an activity to create a new person if the person hasn’t been seen before, or apply the activity to an existing person, you need to provide person fields in your payload.

Our previous code example included the fields section, and that is what we are referring to here:

json
 
{
  "fields": {
    "str::first": "Chris",
    "str::last": "Smith",
    "str::email": "chris.smith@example.com"
  }
}

If you provide unknown person fields, the activity ingestion will fail.

Custom activity request limits

It is possible to send up to 100 activities in the one payload to Ortto. The limits are as follows:

• 100 activities max
• 2 MB total payload size

In addition to the above, the number of activities per contact per day is limited. The limit is 50 activity events per activity per contact per 24 hours.

To illustrate, a request like the following, which has 1 activity event for 1 activity, can be sent for the same contact a maximum of 50 times per 24 hours.

shell
 
curl --location\
     --request POST 'https://api.ap3api.com/v1/activities/create'\
     --header 'X-Api-Key: PUT-YOUR-REAL-KEY-HERE'\
     --header 'Content-Type: application/json'\
     --data-raw '{
       "activities": [
         {
           "activity_id":"act:cm:logged-in",
           "fields": {
             "str::first": "Chris",
             "str::last": "Smith",
             "str::email": "chris.smith@example.com"
           },
           "attributes": {
             "str:cm:payment-plan": "$100 starter plan",
             "bol:cm:account-owner": true,
             "str:cm:web-browser": "Google Chrome",
             "int::v": 1530
           },
           "location": {
             "source_ip": "59.167.135.194"
           }
         }
       ]}'

See also

• Rate limits in the Ortto API

Here is an example sending two login activities at once:

shell
 
curl --location\
     --request POST 'https://api.ap3api.com/v1/activities/create'\
     --header 'X-Api-Key: PUT-YOUR-REAL-KEY-HERE'\
     --header 'Content-Type: application/json'\
     --data-raw '{
       "activities": [
         {
           "activity_id":"act:cm:logged-in",
           "fields": {
             "str::first": "Alex",
             "str::last": "Smith",
             "str::email": "alex.smith@example.com"
         },
         "attributes": {
             "str:cm:payment-plan": "$1900 maxi plan",
             "bol:cm:account-owner": false,
             "str:cm:web-browser": "Edge"
            },
            "location": {
              "source_ip": "127.0.0.1"
            }
          },
          {
            "activity_id":"act:cm:logged-in",
            "fields": {
              "str::first": "Chris",
              "str::last": "Smith",
              "str::email": "chris.smith@example.com"
            },
            "attributes": {
              "str::email": "john@example.com",
              "str:cm:payment-plan": "$100 starter plan",
              "bol:cm:account-owner": true,
              "str:cm:web-browser": "Google Chrome"
            },
            "location": {
              "custom": {
                "country_name": "USA",
                "region_name": "NY",
                "city_name": "New York",
                "position_name": "Vandalay Industries",
                "lat": 40.730610,
                "lng": -73.935242
              }
            }
          }
        ]
      }'

A successful response will contain multiple results to let you know how each activity in the payload went:

json
 
{
  "activities": [
    {
      "person_id": "00600e15bbf0a3b67ce61200",
      "status": "ingested",
      "person_status": "created",
      "activity_id": "00600e15bb548806f6a4dfde"
    },
    {
      "person_id": "00600e15bbf0a3b67ce61500",
      "status": "ingested",
      "person_status": "created",
      "activity_id": "00600e15bb548806f6a4e1e0"
    }
  ]
}

Asynchronous activity ingestion

If you do not want to wait for a response from the API in order to ingest activities, you can provide the async: true flag in your request. You might want to do this if your code runs synchronously and the requests to Ortto delay your response to the user.

When the request contains the async: true flag, the system will queue ingestion of the activities and respond to you immediately.

shell
 
curl --location\
     --request POST 'https://api.ap3api.com/v1/activities/create'\
     --header 'X-Api-Key: PUT-YOUR-REAL-KEY-HERE'\
     --header 'Content-Type: application/json'\
     --data-raw '{
       "async": true,
       "activities": [
         {
           "activity_id":"act:cm:logged-in",
           "fields": {
             "str::first": "Chris",
             "str::last": "Smith",
             "str::email": "chris.smith@example.com"
           },
           "attributes": {
             "str:cm:payment-plan": "$100 starter plan",
             "bol:cm:account-owner": true,
             "str:cm:web-browser": "Google Chrome"
           },
           "location": {
             "source_ip": "59.167.135.194"
           }
         }
       ]
     }'

If the request is successful you will get a response like the following:

json
 
{
  "activities":
    [
        {
            "status":"queued",
            "person_status":"queued"
        }
    ]
}

Note the "status": "queued" in the response.

Geo locating activities

You can optionally provide a location with each activity you send Ortto. In fact, if you do not know the location we can even look it up for you based on IP address. Read about geo locating activities here.

Back-dating activities

If you would like to back-date activity data, you can use the created field in your request to specify the date on which the activity occurred. Ortto allows you to send in backdated events up to 90 days in the past, or if you have data retention enabled on your activity, you may provide backdated events up to your selected data retention period.

In addition, to make sure you do not backfill the same piece of data more than once, you can include a key attribute, which gets combined with the created date to create a unique identifier for each activity. If you provide the same pair for key and created multiple times (such as if you need to run your backfill scripts multiple times), it will merge those requests so you do not get duplicate activities created.

shell
 
curl --location\
     --request POST 'https://api.ap3api.com/v1/activities/create'\
     --header 'X-Api-Key: PUT-YOUR-REAL-KEY-HERE'\
     --header 'Content-Type: application/json'\
     --data-raw '{
       "activities": [
         {
           "activity_id":"act:cm:logged-in",
           "created": "2020-02-17T01:30:17.601Z",
           "key": "125432",
           "fields": {
             "str::first": "Chris",
             "str::last": "Smith",
             "str::email": "chris.smith@example.com"
           },
           "attributes": {
             "str:cm:payment-plan": "Free plan",
             "bol:cm:account-owner": true,
             "str:cm:web-browser": "Netscape Navigator"
           },
           "location": {
             "source_ip": "59.167.135.194"
           }
         }
       ]
     }'

As this documentation will age, if you copy the above example verbatim you might get a response like below:

json
 
{
  "request_id": "19ccd5c1-112d-4dfa-bf80-0a3312896742",
  "code": 400,
  "error":" Created date is more than 90 days ago"
}

If you provide a created date within the last 90 days (or within your activity’s selected data retention period), you will receive a successful response:

json
 
{
    "activities":
        [
            {
                "person_id":"00602c446af92b7aa1f77a00",
                "status":"ingested",
                "person_status":"created",
                "activity_id":"00602c71a9b346c32c9b7473"
            }
        ]
}

If you provide a created date outside of the activity’s selected data retention period, you will receive an error response:

json
 
{
  "request_id": "19ccd5c1-112d-4dfa-bf80-0a3312896742",
  "code": 400,
  "error":" Created date is outside of activity cold storage"
}

To read more about Ortto’s data retention policy, see the link below:

See also

• Data retention policy

Email subscription permission

All people added via the API are considered to be "opted in" for email subscription permission. They will appear with "Subscribed via API" on their profile. It is very important that you do not add people via the API if you do not have permission to email them.

If you would like to control either their subscription status, such as setting them as "opted out", or setting their subscribed or unsubscribed reason, you can do this by providing the following fields:

json
 
{
  "bol::p": true,
  "str::s-ctx": "Subscribed via internal API"
}

Above is an example of email subscription permission being enabled with the message "Subscribed via internal API" Here is an example of someone who starts off unsubscribed:

json
 
{
  "bol::p": false,
  "str::u-ctx": "Unsubscribed via internal API"
}

The default, if you do not provide these fields is:

json
 
{
  "bol::p": true,
  "str::s-ctx": "Subscribed via API"
}

Here is a full cURL request example for how to do this:

shell
 
curl --location\
     --request POST 'https://api.ap3api.com/v1/activities/create'\
     --header 'X-Api-Key: PUT-YOUR-REAL-KEY-HERE'\
     --header 'Content-Type: application/json'\
     --data-raw '{
       "activities":[
         {
           "activity_id":"act:cm:logged-in",
           "fields": {
             "str::first": "Chris",
             "str::last": "Smith",
             "str::email": "chris.smith@example.com",
             "bol::p": false,
             "str::u-ctx": "Unsubscribed via internal api"
           },
           "attributes": {
             "str:cm:payment-plan": "Free plan",
             "bol:cm:account-owner": true,
             "str:cm:web-browser": "Netscape Navigator"
           }
         }
       ]
      }'

Displaying custom activities

When you send custom activities into Ortto, you can display them in custom formats within Ortto using attributes from the activities.

Here is an example of an activity using custom code to display:

 
Order number {{attribute.number}} placed for item {{attribute.item_name}}

The syntax of this is slightly different to the Liquid syntax used in campaigns. All attributes from the custom activity are available and are put as lowercase and spaces are replaced with underscores.