Receive lifecycle recipe events

Install recipes from the Recipes section of the Triggers page. Each guide says what to build on the receiving side and lists every field the event carries there.

• Klaviyo
  Each recipe sends one Klaviyo event. A flow triggered by that event’s metric sends the message.
• Braze
  Each recipe sends one Braze custom event. A Canvas that starts on that event sends the message.
• Marketing Cloud Engagement
  Each recipe fires a Journey Builder API event. A journey with that entry source sends the message.
• Marketing Cloud Next (Data 360)
  Each recipe writes one axo_lifecycle_event record to Data 360. A flow that starts from new records sends the message.
• Webhook
  Each recipe posts one signed JSON event to your endpoint. Your code checks the signature and acts on the fields.

When AXO sends

A recipe is installed as an ordinary AXO trigger, turned off. Once you turn it on, AXO watches for the moment, waits where the recipe waits, skips people who converted or are in their cooldown, and sends the event. Every lifecycle event needs the person’s marketing consent. A holdout group gets nothing so that the trigger’s lift can be measured. Event names:

• Abandoned cart: axo.lifecycle.abandoned_cart
• Abandoned browse: axo.lifecycle.abandoned_browse
• Abandoned checkout: axo.lifecycle.abandoned_checkout
• High-intent return: axo.lifecycle.high_intent_return
• Lapsed visitor: axo.lifecycle.lapsed_visitor

Non-retail verticals

AXO recipes work across industries beyond retail by mapping equivalent conversion stages into lifecycle events:

• Higher education: Admissions funnels emit application_abandoned. The items list carries the academic degree or certificate program name, while resume_url returns the applicant directly to their authenticated form session.
• Healthcare and clinical services: Scheduling funnels emit appointment_abandoned. The payload carries the department or specialty name and booking link. Diagnostic details and health history are never included.
• Financial services and SaaS: Quoting funnels emit quote_in_progress. The resume_url restores the visitor’s unfinished calculation directly in the multi-step form.

See Create a trigger for cooldowns, holdout and fire history.