You can use web analytics data to track campaign performance and personalize customer experiences.
The web analytics API consists of parameters that you can add to links directed to your website. These parameters allow the Fresh Relevance script to capture valuable tracking information, similar to Google Analytics parameters.
The most common use case is tracking last-click attribution from your triggered messages, which helps you measure campaign effectiveness.
Learn more in Reports overview.
How it works
The web analytics API reads the code added to links in your marketing communications. After Fresh Relevance captures this data, you can:
Tag data sent to Email Service Providers (ESPs) with the most recent values
Use the captured parameters in trigger emails for personalization
Create more targeted remarketing campaigns
Example implementation
Here's an example link from a marketing email to your website that includes 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
Parameter mapping
Fresh Relevance reads the query parameters and stores them as person-level attributes. The following table shows default parameter mappings:
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 |
Customizing parameter mappings
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
Go to Settings > Website settings > Query collection fields
Add or remove allowed fields as needed
Handling encrypted email addresses
If you want to pass encrypted email addresses, you can try our RC4 test page by:
Expanding the User menu
Going to Settings > Security and privacy > RC4 encryptionIf 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.