The Web Analytics API is what we call the parameters that you can add onto links to your Website, so the Fresh Relevance script can read them, such as the Google Analytics parameters.
The simplest and most standard way to use these is to track the last-click attribution from your triggered messages.
Learn more in Reports overview.
This API is frequently used to read codes which are added to links by some email marketing systems. Once the data has been read into Fresh Relevance, any data loaded to ESPs can be tagged with the most recent values. It can also be used to mail merge in triggers.
Here's an example link from a marketing email to your website, including typical Google Analytics parameters:
http://www.myco.com/myproduct/?utm_source=ET&utm_medium=Email&utm_campaign=1234&utm_content=linkcode&esp_email=my_email@example.com
Fresh Relevance reads the query collection and stores the values as person-level attributes with the names shown in the following table:
URL Parameter | Stored As (Default) | Description |
utm_campaign | campaign_id | Campaign ID (for Google Analytics) |
utm_content | link_id | ID of the link clicked on the email marketing campaign (for Google Analytics) |
utm_source | source | Source code. Commonly the name of the ESP (for Google Analytics) |
utm_medium | not stored by default | Advertising medium such as email (for Google Analytics) |
campaign_id | campaign_id | Campaign ID (alternative to utm_campaign) |
e or esp_email | esp_email | Email address from the email marketing campaign. Helps identify shoppers and makes remarketing more effective. |
ee | esp_email_rc4 | Email address from the email marketing campaign. RC4 encrypted and Base64 encoded. Helps identify shoppers and makes remarketing more effective. |
re | esp_email_rsa | Email address from the email marketing campaign. RSA encrypted and Base64 encoded. Helps identify shoppers and makes remarketing more effective. |
eid | eid | Unique ID of each visitor, which is added to links by some ESPs. Helps identify shoppers . This is used if it is mapped with a Fresh Relevance name of eid |
In the above table, the first column is the default name on the query collection, to change this or add additional mappings, expand the User menu, and go to Settings > Website Settings > Query Collection Fields.
You can also add and remove allowed fields from here too.
If you're planning to pass encrypted email addresses, to try our RC4 test page, expand the User menu, and go to Settings > Security and Privacy > RC4 Encryption.
Learn more in Test RC4 encryption.