Activity Tracking actions are custom defined types of events or activities you'd like to capture and report on for your business. For example:

1. A meaningul milestone (e.g. record assigned, discount applied, request approved etc).
2. A user activity (e.g. record viewed, phone call, email etc)
3. A customer engagement (e.g. web visit, feedback, online quote viewed etc). 

These activities can be visualized through an event timeline, and reported on at-scale to gain deeper insights into day-to-day operations. 

For example, above we can see 5 Lead Activity Tracking actions recorded by this organization:

• Record Created
• Record Assigned
• Viewed Record
• Phone Call
• Made Contact

This enables this business to visualize and report on how quickly leads are assigned, opened and actioned. They can use this data to drive faster responses to new leads to increase conversion.

How are they tracked?

Once you have configured your activities, admins can leverage flow automation to capture the activity using Act On It's 'Log Activity' action. They can define "Activity Relationships" for additional insight. For example, by connecting the "Record Assigned" activity to the "Phone Call" activity, we can track how quickly the sales rep attempted contact after assignment. By connecting the "Phone Call" activity to the "Made Contact" activity, we can see how many calls were required and how long it took to make contact. All this detail can be viewed by hovering over the action and reported on at-scale:

Activity Tracking is not limited to any data type. Most standard and all custom objects are supported. For example, you can continue to track how the deal moves through the sales pipeline as an Opportunity to gain greater insight into deal lifecycles and identify any bottlenecks or areas for improvement.

The possibilities are endless. Let's say you've stumbled across a lead that was closed without action. Or perhaps service professionals are avoiding  cases because they are too challenging or time consuming. Activity Tracking will highlight these areas. Surfacing when leads are closed quickly and/or without a call, or cases that have been seen and left multiple times. 

Better still, you can have Act On It monitor this tracking data and proactively deliver alerts to managers and their teams to change the course of events throughout the day and in real time!

In summary:

• Activity Tracking Actions allow you to define and track custom events or activities that are meaningful for your business operations. 
• These activities can be visualized on an event timeline and reported on to gain insights into your operations. The example shows tracking lead activities like record creation, assignment, viewing, calls, and contact made to analyze lead response times.
• Admins can use flow automation and the "Log Activity" action to capture when these defined activities occur. You can define "Activity Relationships" to link activities together, like seeing how quickly a call happened after assignment.
• Activity Tracking is supported across standard and custom objects, so you could also track a deal's progression through the sales pipeline stages.
• The tracked activities surface processes that may need improvement, like leads closed too quickly or cases avoided by service staff.
• You can even set up alerts based on the activity tracking data to enable real-time course correction by managers and teams.