Anonymous decision progression interpretation

Technical reference

Canonical contract for si_personalization_signal. Branch on stable IDs — Optiview does not render experiences.

For implementation teams. Evaluating the product? Start with How progression is understood · Decision journey guide. This page is IDs, allowed values, payloads, and code — not where most buyers begin.

Default: nested events, not automatic GTM variables

On each meaningful change, the tag updates a nested si object and fires browser events (si:personalization-signal). Your rules listen to those events or read SessionIntel.getActivationPayload().

Optional: call pushCommercialSignalsToDataLayer() when you want flat GTM-ready keys (si_context_*, si_commercial_state_id, etc.).

What ships on the wire

Commercial signals — readiness, blockers, recommended actions (si.commercial_signals)
Context + dynamics — observed visit facts and browsing pace (separate from commitment readiness)
Labels — for panels and copy only; never use *_label or deprecated prose aliases in GTM/Target rules

Install · Connectors · How progression is understood · Decision journey

Example dataLayer push

Fires when meaning changes. Verify: dataLayer.filter((e) => e.event === 'si_personalization_signal').pop()

Production example

window.dataLayer.push({
  "event": "si_personalization_signal",
  "si": {
    "context": {
      "traffic_source_type": "paid_search",
      "device_class": "mobile",
      "visit_recency_bucket": "first_seen",
      "local_time_bucket": "evening"
    },
    "session_dynamics": {
      "decision_pace": "slow",
      "engagement_trend": "deepening",
      "session_velocity": "accelerating"
    },
    "commercial_signals": {
      "status": "active",
      "signal_phase": "explainable_heuristic",
      "commercial_state_id": "hesitating",
      "blocker_ids": [
        "financing_or_payment_uncertainty"
      ],
      "recommended_next_actions": [
        {
          "action_id": "promote_financing_clarity",
          "priority": "high",
          "confidence_0_1": 0.8
        }
      ]
    }
  }
});

Journey anchors for wire IDs

Stable IDs branch in your stack. Journey anchors describe what each ID may mean for decision progression — not optimization labels or scores.

commercial_state_id → states of progress

Branch on wire IDs in GTM, Target, or your CMS. These anchors describe how each state may relate to decision progression — not funnel position or scores.

Wire ID	Progress state	Journey anchor
exploring	Exploring	The visitor may still be browsing broadly — not narrowed to a shortlist yet.
evaluating	Understanding	The visitor may still be figuring out what matters — comparing tradeoffs and fit.
narrowing	Narrowing	The visitor may be down to a few real options — choosing still feels hard.
hesitating	Validating	The visitor may need more reassurance before moving forward.
committing	Deciding	The visitor may be close to acting — friction on the last step still matters.
reengaging	Arriving	A return visit — they may be picking up where they left off.
recovering	Recovering	The decision may feel easier again — momentum may be returning.

recommended_next_actions[].action_id → assistance

Each action ID suggests a kind of experience assistance that may help visitors continue — your stack decides whether and how to render it.

Wire ID	Journey anchor
clarify_insurance_coverage	Helps visitors validate coverage before scheduling
clarify_shipping_confidence	Helps visitors validate delivery and returns before purchase
continue_session_journey	Helps visitors resume progress across related content
delay_interruption	Helps visitors continue without pressure while confidence is still forming
delay_interruptive_cta	Helps visitors continue without interruptive pressure
invite_newsletter_signup	Helps visitors continue engagement without hard interruption
promote_appointment_path	Helps visitors continue toward scheduling with less friction
promote_financing_clarity	Helps visitors feel safe about affordability before deciding
promote_human_contact	Helps visitors continue with a guided next step when ready
promote_newsletter_commitment	Helps visitors continue content relationships without pressure
promote_price_stability	Helps visitors validate price stability before booking
promote_solution_consultation	Helps visitors continue evaluation with expert context
promote_trade_in_path	Helps visitors validate trade-in and equity concerns
reduce_appointment_friction	Helps visitors continue toward booking with less friction
reduce_booking_risk	Helps visitors continue toward checkout with less perceived risk
reduce_choice_complexity	Helps visitors continue narrowing without overload
reduce_implementation_fear	Helps visitors validate rollout concerns before committing
reinforce_flexibility	Helps visitors validate change and cancellation flexibility
reinforce_patient_outcomes	Helps visitors validate outcomes-oriented reassurance
reinforce_social_proof	Helps visitors validate fit through proof and reviews
show_enterprise_case_study	Helps visitors validate fit with proof for stakeholders
show_related_content	Helps visitors continue understanding without losing thread
support_comparison	Helps visitors continue narrowing options confidently
support_internal_buy_in	Helps visitors continue internal alignment conversations
support_side_by_side_comparison	Helps visitors continue comparing finalists with preserved context
support_topic_depth	Helps visitors continue research across related topics
surface_availability_guidance	Helps visitors validate availability before deciding
surface_booking_flexibility	Helps visitors validate flexibility before committing to travel
surface_financing_reassurance	Helps visitors feel safe about payment paths before deciding
surface_insurance_clarity	Helps visitors validate coverage questions before scheduling
surface_pricing_clarity	Helps visitors continue evaluating with clearer pricing context
surface_provider_validation	Helps visitors validate provider trust during care decisions
surface_rate_fee_clarity	Helps visitors validate rates and fees before applying
surface_reassurance	Helps visitors validate trust before moving forward
surface_security_validation	Helps visitors validate security and compliance concerns
surface_social_proof	Helps visitors validate trust when fit feels uncertain
surface_trade_in_value	Helps visitors validate equity and trade-in paths

Emit catalog

Tag & dataLayer emit catalog

Everything the hosted tag can push on si_personalization_signal for your CMS, Adobe, Target, or GTM to consume. Generated from activationPayload.ts — regenerate via pnpm docs:generate after contract changes.

Show CMS-relevant fields only (hide operator/debug scores)

For CMS authors: branch on fields marked Branch in CMS/GTM. Use Display only labels in copy and dashboards, not in targeting conditions. Optiview does not render modules — your stack maps action_id values to experiences.

Primary integration object: structured visitor intelligence your CMS, Adobe stack, Optimizely, or GTM can route on. Branch on si.commercial_signals and si.context first; si.personalization_signal is a secondary messaging layer.

si.commercial_signals — primary CMS / GTM branching

Field	Type	What it means	CMS leverage
`si.commercial_signals.status`status	"active" \| "diagnostic"	active = interpretation available; diagnostic = page blocked (WAF, access denied).	Metadata Gate rules — only branch when status is active
`si.commercial_signals.signal_phase`signal phase	"explainable_heuristic"	Transport metadata — deterministic session signals, not ML probabilities.	Metadata Metadata — explainable_heuristic today; not a targeting dimension
`si.commercial_signals.commercial_state_id`commercial state id	CommercialStateId (closed enum)	Commitment readiness: exploring, evaluating, narrowing, hesitating, committing, recovering, re-engaging.	Branch in CMS/GTM Primary CMS key: how ready the visitor is to commit (hesitating, narrowing, …)
`si.commercial_signals.commercial_state_label`commercial state label	string	Human label for panels and reports — do not use in CMS targeting rules.	Display only Display copy for dashboards — never use in Target/GTM conditions
`si.commercial_signals.blocker_ids`blocker ids	string[]	Taxonomy IDs for likely friction (e.g. financing_or_payment_uncertainty).	Branch in CMS/GTM Match friction themes to modules (financing uncertainty, trust, shipping, …)
`si.commercial_signals.recommended_next_actions`recommended next actions	RecommendedNextAction[]	Ranked action suggestions for your stack to map to modules or suppressions.	Branch in CMS/GTM Ordered list of what the site could do next
`si.commercial_signals.recommended_next_actions[].action_id`action id	string (closed enum)	Stable action key — map to CMS fragments, GTM tags, or React modules.	Branch in CMS/GTM Map each action_id to a CMS fragment, component, or suppression rule
`si.commercial_signals.recommended_next_actions[].priority`priority	"high" \| "medium" \| "low"	Relative priority when multiple actions are present.	Branch in CMS/GTM Prefer high-priority actions when multiple fire
`si.commercial_signals.momentum_direction_id`momentum direction id	closed enum	accelerating \| stalling \| reversing \| validating — session momentum direction.	Branch in CMS/GTM Pair with state for urgency vs patience treatments
`si.commercial_signals.hesitation_trend_id`hesitation trend id	closed enum	stable \| increasing \| decreasing — how hesitation is trending this session.	Branch in CMS/GTM Trending hesitation — soften or reinforce over time
`si.commercial_signals.entities`entities	CommercialEntitySignal[]	Products, vehicles, plans, or content the visitor is engaging with.	Branch in CMS/GTM Personalize inventory grids, VDPs, or product modules
`si.commercial_signals.entities[].entity_type`entity type	string	e.g. vehicle, product, plan, package.	Branch in CMS/GTM Category of entity (vehicle, product, plan)
`si.commercial_signals.entities[].entity_id`entity id	string	Stable slug for the entity (inventory personalization).	Branch in CMS/GTM Stable slug for the entity in your catalog
`si.commercial_signals.journey_stage_id`journey stage id	JourneyStageId	discovery \| browsing \| comparison \| conversion — portable journey stage.	Branch in CMS/GTM discovery → conversion ladder for hierarchy and module order
`si.commercial_signals.need_state_id`need state id	string (enum)	Stable need-state key — reassurance vs acceleration copy in CMS.	Branch in CMS/GTM Reassurance vs acceleration copy variant in CMS
`si.commercial_signals.message_angle_id`message angle id	string (enum)	Messaging approach slug for content variants (payment_clarity, etc.).	Branch in CMS/GTM Content variant key (payment_clarity, expert_consultation, …)
`si.commercial_signals.interruption_posture_id`interruption posture id	closed enum	How aggressively the site should interrupt (observe_only, soft_nudge, guided_nudge, …).	Branch in CMS/GTM How hard the site should interrupt (observe_only, soft_nudge, …)
`si.commercial_signals.offer_type_id`offer type id	string	Recommended offer class slug for CMS module selection.	Branch in CMS/GTM Module family to render (payment_guidance, comparison_tray, …)
`si.commercial_signals.vertical_id`vertical id	string	Site vertical pack (auto_retail, b2b_saas, …) used for taxonomy and overlays.	Branch in CMS/GTM Which vertical taxonomy pack applies

si.context — observed visit facts

Field	Type	What it means	CMS leverage
`si.context.traffic_source_type`traffic source type	closed enum	paid_search, organic_search, direct, email, … — how the visit arrived.	Branch in CMS/GTM Paid vs organic vs direct — acquisition-specific modules
`si.context.device_class`device class	closed enum	mobile \| tablet \| desktop — layout and CTA density rules.	Branch in CMS/GTM Mobile layout, sticky CTAs, shorter forms
`si.context.visit_recency_bucket`visit recency bucket	closed enum	first_seen, returning_30d, same_day_return, … — repeat visit context.	Branch in CMS/GTM Returning vs first-time — continuity and saved state
`si.context.local_time_bucket`local time bucket	closed enum	evening, workday, commute_morning, … — time-of-day modules.	Branch in CMS/GTM Time-of-day messaging (evening research, commute, …)
`si.context.campaign_intent_family`campaign intent family	closed enum	financing, inventory, service, … — inferred from campaign/referrer clues.	Branch in CMS/GTM Align landing experience with campaign theme
`si.context.referrer_class`referrer class	closed enum	search_engine, social_platform, email_client, …	Branch in CMS/GTM Channel class for broad rules
`si.context.is_retargeted_session`is retargeted session	boolean	Whether retargeting parameters were detected on landing.	Branch in CMS/GTM Retargeting-aware tone and offers

si.session_dynamics — pace & engagement

Field	Type	What it means	CMS leverage
`si.session_dynamics.decision_pace`decision pace	closed enum	fast \| normal \| slow \| stalled — how deliberate decisions feel this session.	Branch in CMS/GTM Slow pace → delay popups; fast → advance CTAs
`si.session_dynamics.engagement_trend`engagement trend	closed enum	deepening \| flat \| thinning — whether attention is building or fading.	Branch in CMS/GTM Deepening → expand content; thinning → lighten touch
`si.session_dynamics.session_velocity`session velocity	closed enum	accelerating \| steady \| slowing \| stalled — pace through pages (separate from commitment readiness).	Branch in CMS/GTM Fast page changes while deciding — separate from hesitating to commit
`si.session_dynamics.interaction_density`interaction density	closed enum	low \| medium \| high \| bursty — click/scroll intensity.	Branch in CMS/GTM Bursty clicks → comparison or calculator modules

si.personalization_signal — secondary messaging layer

Field	Type	What it means	CMS leverage
`si.personalization_signal.journey_stage`journey stage	JourneyStage	discovery \| browsing \| comparison \| conversion - inferred from behavior and rules.	Branch in CMS/GTM Change messaging hierarchy and module order
`si.personalization_signal.need_state_id`need state id	string (enum)	Stable need-state key for CMS/GTM (see signal-id-enums.json).	Branch in CMS/GTM Reassurance vs acceleration copy variant in CMS
`si.personalization_signal.need_state_label`need state label	string	Human-readable need description (panels, reports).	Display only Human-readable need for panels
`si.personalization_signal.inferred_need`inferred need	string	Deprecated alias of need_state_label. Use need_state_id for targeting.	Display only Deprecated alias of need_state_label
`si.personalization_signal.top_concepts`top concepts	{ id, label, score }[]	Up to five strongest business-concept affinities (0–1 scores).	Branch in CMS/GTM Personalize modules, grids, and related content
`si.personalization_signal.message_angle_id`message angle id	string (enum)	Stable machine key for CMS/GTM/Target branching (e.g. operating_rhythm, payment_clarity). See signal-id-enums.json.	Branch in CMS/GTM Content variant key (payment_clarity, expert_consultation, …)
`si.personalization_signal.message_angle_label`message angle label	string	Human-readable message angle for panels and reports — not an activation key.	Display only Human-readable angle for panels
`si.personalization_signal.recommended_message_angle`recommended message angle	string	Deprecated alias of message_angle_label. Use message_angle_id for targeting rules.	Display only Deprecated alias of message_angle_label
`si.personalization_signal.offer_type_id`offer type id	string	Stable slug for recommended offer class (e.g. payment_guidance).	Branch in CMS/GTM Module family to render (payment_guidance, comparison_tray, …)
`si.personalization_signal.offer_type_label`offer type label	string	Human-readable offer class label.	Display only Human-readable offer class label.
`si.personalization_signal.recommended_offer_type`recommended offer type	string	Suggested offer class (guide, checklist, soft demo, etc.).	Branch in CMS/GTM Select treatment class in CMS, AEM, or Target
`si.personalization_signal.recommended_surface`recommended surface	string	Where to place the treatment (maps from NBA surface + opportunity).	Branch in CMS/GTM Pick which page region your stack should update
`si.personalization_signal.recommended_timing`recommended timing	string	When to surface the treatment (e.g. after scroll depth, second page).	Branch in CMS/GTM Delay or sequence modules (scroll, next page, exit)
`si.personalization_signal.recommended_friction_level`recommended friction level	"low" \| "medium" \| "high"	Suggested friction for the offer or CTA.	Branch in CMS/GTM Light nudge vs. high-commitment CTA
`si.personalization_signal.reason`reason	string[]	Short bullet reasons (trimmed) supporting the signal.	Branch in CMS/GTM Analytics, QA, and human-readable explainability

si.site

Field	Type	What it means	CMS leverage
`si.site.type_label`type label	string	Human-readable site type for CMO-facing tools.	Display only Human-readable site type for CMO-facing tools.
`si.site.business_context`business context	string	Same as type_label today - high-level business read.	Branch in CMS/GTM Same as type_label today - high-level business read.

si.session

Field	Type	What it means	CMS leverage
`si.session.journey_stage`journey stage	JourneyStage	Same as personalization_signal.journey_stage in envelope.	Branch in CMS/GTM Same as personalization_signal.journey_stage in envelope.

si.activation

Field	Type	What it means	CMS leverage
`si.activation.status`status	"developing" \| "ready" \| "strong"	How mature the activation read is for this session.	Metadata Gate rules — only branch when status is active
`si.activation.inferred_need`inferred need	string	Primary inferred need for personalization.	Display only Primary inferred need for personalization.
`si.activation.primary_path_label`primary path label	string	Primary activation path label.	Display only Primary activation path label.
`si.activation.secondary_path_label`secondary path label	string	Secondary path label.	Display only Secondary path label.
`si.activation.soft_path_label`soft path label	string	Soft conversion path label.	Display only Soft conversion path label.
`si.activation.reason`reason	string[]	Reason strings backing the opportunity.	Branch in CMS/GTM Reason strings backing the opportunity.

Also emitted (operator/debug, do not use in CMS rules): si.context_debug, si.behavior. Optional second event: si_experience_decision for per-placement copy hints.

Activation contract

Personalization signal layer

Secondary branching IDs

Use when you need message angle / journey stage rules alongside commercial signals.

CMS, AEM, Target, and GTM branch on closed enum IDs and stable keys. Labels and deprecated prose aliases are for humans and panels only.

Core branching fields (closed enums)

Closed enums — finite, documented value sets. Safe for if/else rules, content-fragment keys, and audience conditions.

dataLayer pathKind

dataLayer path
si.personalization_signal.message_angle_id
Kind
closed_enum · message_angle_id
dataLayer path
si.personalization_signal.need_state_id
Kind
closed_enum · need_state_id
dataLayer path
si.behavior.interruption_posture
Kind
closed_enum · interruption_posture
dataLayer path
si.site.type
Kind
closed_enum · site_vertical
dataLayer path
si.session.journey_stage
Kind
closed_enum · journey_stage

Human-only fields

Human-readable copy — never use as activation keys in CMS/GTM/Target.

dataLayer pathUse instead

dataLayer path
si.personalization_signal.message_angle_label
Use instead
branch on si.personalization_signal.message_angle_id
dataLayer path
si.personalization_signal.need_state_label
Use instead
branch on si.personalization_signal.need_state_id
dataLayer path
si.behavior.interruption_posture_label
Use instead
branch on si.behavior.interruption_posture
dataLayer path
si.personalization_signal.recommended_message_angle
Use instead
branch on message_angle_label (deprecated prose alias)
dataLayer path
si.personalization_signal.inferred_need
Use instead
branch on need_state_label (deprecated prose alias)

Dynamic slugs (not closed enums)

Runtime-derived snake_case slugs — not a closed enum. Do not hard-code exhaustive if/else trees; treat as hints or map in your CMS.

dataLayer pathKind

dataLayer path
si.personalization_signal.offer_type_id
Kind
dynamic_slug — Slug of recommended offer class (e.g. implementation_guide)
dataLayer path
si.personalization_signal.top_concepts[].id
Kind
dynamic_slug — Concept affinity slugs from page semantics
dataLayer path
si_decision_offer_type
Kind
dynamic_slug — Experience-decision offer class slug

DevTools — verify live payload

const e = window.dataLayer.filter(x => x?.event === 'si_personalization_signal').pop();
[
  e?.si?.personalization_signal?.message_angle_id,
  e?.si?.personalization_signal?.need_state_id,
  e?.si?.behavior?.interruption_posture,
  e?.si?.site?.type,
  e?.si?.session?.journey_stage,
]

Machine-readable catalog: docs/reference/signal-machine-readable-ids.json

Platform snippets

Copy patterns — your rules own rendering and orchestration.

Google Tag Manager

Google Tag Manager

// Custom Event: si_personalization_signal
// Branch on canonical IDs — NOT labels in panels
if ({{DLV - si.context.traffic_source_type}} === 'paid_search'
  && {{DLV - si.commercial_signals.blocker_ids}}.includes('financing_or_payment_uncertainty')) {
  showFinancingReassuranceModule();
}
if ({{DLV - si.session_dynamics.decision_pace}} === 'slow') delayInterruption();

Adobe Target

Adobe Target

// Profile parameters — use flat IDs from pushCommercialSignalsToTargetProfile
// si_commercial_state_id, si_blocker_ids (comma-separated), si_top_action_id
if ({{DLV - si.commercial_signals.commercial_state_id}} === 'hesitating') suppressPopup();

Webhook / server

Webhook / server

POST /your/collector
{
  "event": "si_personalization_signal",
  "si": {
    "commercial_signals": {
      "status": "active",
      "commercial_state_id": "hesitating",
      "blocker_ids": ["financing_or_payment_uncertainty"],
      "recommended_next_actions": [{ "action_id": "promote_financing_clarity" }]
    }
  }
}

Full enum catalog

Machine-readable IDs live in the repo at docs/reference/signal-machine-readable-ids.json — use that for exhaustive value lists during implementation, not deprecated personalization shorthand fields.