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How to Extend Adobe Journey Optimizer with Custom Actions: Integration Use Cases

Avatar

shrastogi
Employee

25/6/25

What Are Custom Actions?

Custom actions in AJO are user-defined HTTP requests (typically REST APIs) that can be executed within a journey. They allow you to:

  • Call external systems

  • Send data to downstream services

  • Trigger internal workflows

  • Make real-time decisions based on API responses

They are configured with authentication, headers, request/response schemas, and can include dynamic personalisation using AJO expressions.

 

Use Cases for Custom Actions

Here are several categories and examples of how custom actions are being used across industries.

1. Integration with External Services

Use Case: Triggering a WhatsApp or SMS via Third-Party API

Send a message through a messaging service (like Twilio) directly from an AJO journey.

POST https://api.twilio.com/...
{
  "to": "{{ profile.phoneNumber }}",
  "message": "Hi {{ profile.firstName }}, your cart is waiting!"
}

Use Case: Notifying Logistics Systems

Trigger fulfillment or shipping workflows when a user places an order.

POST /warehouse/dispatch
{
  "orderId": "{{ event.orderId }}",
  "items": {{ event.items }}
}

2. Real-Time Decisioning

Use Case: Personalising Based on VIP Status

Call an internal decisioning API to determine whether the customer qualifies for a loyalty reward, and branch the journey accordingly.

GET /rewards/vip-status?customerId={{ profile.customerId }}

3. Dynamic Content Fetching

Use Case: Retrieve Personalized Product Recommendations

Make an API call to a recommendation engine and use the response to customise the next action.

GET /recommendation?userId={{ profile.userId }}

Response used in custom action to dynamically populate email or push message content.

4. Alerts and Monitoring

Use Case: Notify Internal Teams via Slack or Email

If a critical event happens (e.g., payment failed, high-value user exits journey), trigger an alert using an internal web-hook or communication tool.

POST /slack/webhook
{
  "message": "High-value user {{ profile.email }} exited journey unexpectedly."
}

Best Practices

  • Secure Your Actions: Use OAuth2, API keys, or mutual TLS depending on the integration.

  • Test with Sample Payloads: AJO allows you to preview the request — validate before using in production.

  • Use Expressions Smartly: Leverage AJO's expression language to personalize headers, payloads, and branching logic.

  • Log and Monitor: Consider using a monitoring system or logging endpoint to track the success/failure of custom actions.

  • Structure for Reuse: Create generic templates for common use cases (notifications, CRM updates) to streamline reuse across teams.

 

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