actions

Defines interactive elements associated with the offer. Enables users to initiate tasks, navigate to destinations or perform key operations relating to the offer.

label

Description

Descriptive text displayed to users for the action. Enables quick recognition and encourages engagement through clear action orientated language.

Guideline

Use a clear call to action.

Correct Example

"label": "Buy now"

Incorrect Example

"label": "Click this button to make a purchase"

target

Description

URL that initiates or directs the user to perform the action. Enables the user to easily complete the intended task.

Guideline

Use a publicly accessible URL linking directly to the action target. Avoid query strings, tracking parameters or redirects. Ensure the URL performs the intended action.

Correct Example

"target": "https://example.com/cart/product/103582406"

Incorrect Example

"target": "https://example.com/cart/product/103582406?sessionId=9834ahD7&tracking=true&click=%20%2B%2F%23fail%3Fimg.jpg&token=abc123!@#&utm_source=%%broken%%"

intent

Description

Summary describing the intended user action or outcome. Provides clear, concise insight into what the action accomplishes or offers.

Guideline

Clear description of what the action provides for the user.

Correct Example

"intent": "User wants to go straight to checkout"

Incorrect Example

"intent": "Purchase"