Get started with journey activities about-journey-activities
Combine event, orchestration, and action activities to build multi-step, cross-channel scenarios. These activities act as the building blocks of a journey, working together to deliver personalized and timely customer experiences.
Event activities event-activities
Journeys start with events, such as an online purchase. An event serves as the entry point of a journey and determines when a profile begins its journey. After entering a journey, profiles progress independently, allowing journeys to dynamically adapt to individual behaviors and contexts.
For example, when a customer completes an online purchase, an event can trigger follow-up actions, such as sending a thank-you email or offering a discount on their next purchase.
The technical user configures events. See the event configuration page. All configured events appear in the first category of the palette on the left side of the screen. The following event activities are available:
To build a journey, drag and drop an event activity onto the canvas. Alternatively, double-click the event activity to add it directly.
Orchestration activities orchestration-activities
Orchestration activities define the decision-making logic of a journey. These activities evaluate conditions or wait for specific events before determining the next steps for a profile. For example, orchestration can verify whether a customer has an open support case, completed a required action, or reached a milestone such as earning 10,000 loyalty points.
The following orchestration activities are available in the palette on the left side of the screen:
For example, a 鈥淐ondition鈥 activity can check if a profile has made a purchase in the last 30 days. Based on the result, the journey can take different paths, such as sending a reminder email or offering a special promotion.
Action activities action-activities
Action activities define the outcomes of triggers or decisions in a journey. These activities represent the tangible interactions customers experience, such as receiving an email, SMS, or push notification. Actions translate the journey鈥檚 intent into direct customer engagement.
In the palette on the left side of the screen, below Events and Orchestration, the Actions category appears. The following action activities are available:
These actions represent different communication channels. For example, use a built-in channel action to send a transactional email confirming a customer鈥檚 order or a custom action to trigger a third-party system. Combining these actions allows you to design fully integrated, cross-channel scenarios.
Custom actions appear in this category if configured. Learn more about custom actions.
Specific actions can also send messages:
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To send messages using a third-party system, create a specific custom action. Learn more.
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For Campaign and Journey Optimizer integrations, refer to the following sections:
Best practices best-practices
Add a label
Most activities allow you to define a Label. A label adds a suffix to the activity name, making it easier to identify on the canvas. This is particularly helpful when the same activity is used multiple times in a journey. Clear labeling simplifies debugging, improves report readability, and helps track specific activity instances.
For example, if you use multiple 鈥淐ondition鈥 activities, adding labels like 鈥淐heck Loyalty Points鈥 or 鈥淰erify Purchase History鈥 ensures clarity.
Manage advanced parameters advanced-parameters
Most activities include advanced or technical parameters, which are typically read-only and cannot be modified. These parameters provide additional configuration details or system-level settings.
To improve readability, hide these parameters by clicking the Hide read-only fields button.
In specific scenarios, certain parameter values can be overridden. To enable this, click the Enable parameter override icon to the right of the field. For example, override an email sender address in a custom scenario. Learn more about overriding parameters.
Add an alternative path
By default, when an error occurs in an action or condition, the journey for the individual profile stops. To ensure the journey continues despite errors, enable an alternative path by selecting the Add an alternative path in case of a timeout or an error option. This creates a fallback scenario, such as retrying the action or redirecting the profile to a different path.
For example, if an API call to a third-party system fails, the alternative path can send a notification to customer support or trigger a retry mechanism. See the section on alternative paths.
