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Remarketing Feed

The remarketing feed interface between etracker and email marketing systems is unidirectional. That means etracker data will be transferred to the email marketing system.

The data is transferred in 5-minute intervals. Each data record is always transferred just once to the email marketing system. Transfer is done via an SFTP server whose access data the provider of the email marketing system makes available to etracker. The short exchange interval enables the on-time sending of reminder emails.

When the requirements specified below are satisfied, then remarketing feed segment data and recipient IDs can be transferred to email marketing systems via etracker for remarketing purposes.

Requirements

The following requirements need to be satisfied in order to be able to use the etracker Remarketing Feed:

  • Product performance events (product viewed, product placed in basket and/or product ordered) are transferred to etracker using the etracker eCommerce API.
  • Recipient IDs are transferred via the target link (campaign link) in mailouts to etracker. So that this works, the campaign links in mailout must be augmented with HTTP GET parameters.
    This way, the success of the mailout can on the one hand be tracked and on the other visitor data can from then on can be assigned to mailout recipients.
  • SFTP exchange between etracker and the email marketing system is set up.
  • Campaign with template(s) and set of rules is set up in the email marketing system. This means that the email marketing system can derive suitable rules or triggers from the etracker events.
  • Depending on the campaign (promotion), the shop system or CRM supports persistent shopping baskets and, if necessary, discount codes among other things.

Transferring recipient IDs which are assigned pseudonyms and other mailout information (attributes) to etracker can be done via URL parameters which can be attached to mailout campaign links.

The minimum attribute set consists of four attributes:

AttributeParameterDescription
Mediumetcc_medDescribes the type/channel of a campaign or a source of traffic (SEO, SEA, Type-In, Link/Referrer, Social Media, email).
Campaignetcc_cmpServes to differentiate between advertising campaigns so as to be able to compare them better. In the case of mailouts, different mailout names or distribution times, for example, are tracked.
Mailout IDetcc_midThe mailout ID (see above) transferred to etracker.
Recipient IDetcc_ridA parameter (HTTP-GET, etcc_rid) transferred via mailing which corresponds to a user (see above).

A link for email marketing could, for example, look like this:
www.targetdomain.de?etcc_med=E-Mail&etcc_cmp=Newsletter_July&etcc_mid=123&etcc_rid=12345

The recipient ID transferred here is 12345 and it is assigned the mailout ID 123.

We recommend sending the recipient ID together with all system emails like order confirmations, delivery information, newsletter registration confirmations, etc. in order to enable as complete as possible an allocation of recipients over longer time frames and across different devices.

Segments

The standard segments for eCommerce applications are subsets of analysis data which have an identical parameter value in regard to a visitor action. The observed visitor actions are productViews, orders and abandonments. The segment of the product views contains all of the visitors who viewed a product during a certain period. We view orders and abandonments in the same way.

Recording visitor action (events) is done using eCommerce API in etracker Analytics. The eCommerce API needs to be built into the website accordingly.

Data Format

The data format is specific for the eCommerce use-cases. The UTF-8 character set and URL coding are used.

Note:
Due to the transmission errors and corruption of URLs, data can be incorrect in exceptional circumstances.

Nr.NameData typeDescription
1dateStringDate when the action (the event) occurred. In the case of a productView, for example, the time when the visitor viewed the product. The format is YYYY-MM-DD HH:mm:SS. The timezone is always CET/CEST.
2etcc_ridStringRecipient ID (HTTP parameter etcc_rid), which was transferred to etracker using the campaign link of an email. Corresponds to one visitor.
3etcc_midInteger, 64 Bit, longThe mailout ID transferred to etracker (HTTP parameter etcc_mid). This field can be empty if the action (the event) can no longer be assigned to a mailout due to transmission errors or URL manipulation.
In etracker, you can set if the assignment of a conversion to a campaign is done according to the ‘First Ad’ (first click wins) or ‘Last Ad’ (last click wins) principle. Depending on the customer journey, the field of the mailout ID is occupied by a campaign (conversion is assigned to a mailout) or empty.
4eventtypeStringType of the event. There are three possible default values for this: ‘abandonment’, ‘order’ or ‘productView’.
5contextStringProduct number (SKU Stock Keeping Unit).
6categoryStringCategory information separated by forward slashes which were transferred to etracker using the eCommerce API.
7pricefloatGross price of the product.
8quantityInteger, 32 BitNumber of products for this event type (e.g. number of products in the order). Multiplied by the price results in the total amount for this event type.
9BestellnummerStringValue from the eCommerce System, which shows which positions belong to an order. If multiple lines in this export belong to one order, the order number will always be the same. Different order numbers refer to different orders.
10Session-IDStringID of the visitor session. Using this parameter, products in a cancelled basket can be identified. If session IDs of visitors are also transferred for product views, connected product views can also be identified. If the number here is the same, then the products are from the same basket or the views are from the same session.

The files are named according to the following convention:

<yyyy-MM-dd_HH-mm-ss>_<etracker_string>.cs

The designation of the <etracker_string> can be chosen freely and is used for generating unique files. The date should always show the start of the dates from the interval.

The provider of the email marketing system creates a folder for the files and forwards the path to etracker.