Engagement events capture customer interactions from B2C Commerce storefronts in near real-time and map that data into Data 360 Data Model Objects (DMOs).
Event Families
Engagement events fall into event families. Each family captures specific interaction types:
- Cart Management: Tracks cart interactions
(
cart-add,cart-remove,cart-update) to help analyze cart abandonment and purchase intent. - Checkout Process: Tracks checkout progression
(
checkout-begin,checkout-step,checkout-contact-info(deprecated),checkout-user-register,checkout-submit) to help analyze checkout conversion. - Customer Profile Management: Tracks account registration and
profile updates (
user-register,update-user-profile) to help analyze identity management and cross-device recognition. - Order Processing: Tracks completed orders
(
order-accepted) to help analyze revenue tracking and customer lifecycle. - Product Discovery: Tracks product search and browsing
(
search,catalog-object-view-start,catalog-object-impression) to help analyze search optimization and merchandising strategies. - Content Engagement: Tracks page views
(
page-view) to help analyze content optimization and user journey mapping. - Wishlist Management: Tracks products saved for later
(
wish-list-add,wish-list-remove) to help analyze remarketing campaigns and inventory planning.
Event Interactions
The following table shows event families, their interactions, the Commerce APIs that trigger each interaction, and the integration type.
There are two integration types:
- Server2Server: Events are automatically sent from the B2C Commerce application server to Data 360.
- Browser2Server: Browser JavaScript captures events and sends them to Data 360.
| Event Family | Interaction | API | Integration Type |
|---|---|---|---|
| Cart Management | cart-add |
Shopper Baskets: addItemToBasket | Server2Server |
| Cart Management | cart-remove |
Shopper Baskets: removeItemFromBasket | Server2Server |
| Cart Management | cart-update |
Shopper Baskets: updateItemsInBasket | Server2Server |
| Checkout Process | checkout-begin |
— | Server2Server |
| Checkout Process | checkout-user-register |
Shopper Customers: registerCustomer | Server2Server |
| Checkout Process | checkout-submit |
Shopper Orders: createOrder | Server2Server |
| Checkout Process | checkout-step |
— | Server2Server |
| Checkout Process | checkout-contact-info (deprecated) |
— | Server2Server |
| Customer Profile Management | user-register |
Shopper Customers: registerCustomer | Server2Server |
| Customer Profile Management | update-user-profile |
Shopper Customers: updateCustomer | Server2Server |
| Order Processing | order-accepted |
Shopper Orders: createOrder | Server2Server |
| Product Discovery | search |
Shopper Search: productSearch | Browser2Server |
| Product Discovery | catalog-object-view-start |
— | Browser2Server |
| Product Discovery | catalog-object-impression |
— | Browser2Server |
| Content Engagement | page-view |
— | Browser2Server |
| Wishlist Management | wish-list-add |
Shopper Customers: createCustomerProductListItem | Server2Server |
| Wishlist Management | wish-list-remove |
Shopper Customers: deleteCustomerProductList | Server2Server |
Storefront Support
PWA Kit, Salesforce Reference Architecture (SFRA), and SiteGenesis storefronts support all event families.
- Event Family DMO Mappings
Each event family maps to specific Data Model Objects (DMOs) in Data 360. When B2C Commerce captures engagement events, it transforms that data into standardized DMO fields that Data 360 can process. Each event family has distinct mappings based on the type of customer interaction. - Engagement Events Data Enrichment
All B2C Commerce event families benefit from automatic data enrichment that enhances the basic event data with additional context.