New Name: Marketing Cloud Personalization
Interaction Studio (formerly Evergage) is now known as Marketing Cloud Personalization. The new name reflects our mission and vision for innovation in Salesforce Marketing Cloud. We wish we could snap our fingers to update the name everywhere, but you can expect to see the previous name in various places until we replace it.
Using Interaction Studio Integrations, you can synchronize customer information – collected and stored in other solutions – with Interaction Studio so it can be used to deliver real-time personalized experiences across channels. External campaigns are one of the three types of integrations that can be configured in Third Party .
Integrate a Third Party Product
Many integrations are preconfigured so they work right out of the box.
Complete Campaign Match Configuration
Since it is likely you will have more than one third party integration, it is important to define the Campaign Match Configuration so Interaction Studio can identify the external campaign from the selected third party product. Interaction Studio looks at this rule first, which is based on either the event's landing page URL or referrer URL.
For example, a Landing Page URL for a Google AdWords campaign might look similar to this:
To map this to an external campaign, specify which marketing product produced the campaign. In this example, looking at the URL, “utm_source=google” and “gclid=CKSDxc_qhLkCFQyk4AodO24Arg” query parameters indicate that the visitor came to the page through an AdWords campaign.
Next, add parameter mappings to tell Interaction Studio how to map other query parameters in the landing page URL to attributes on the Interaction Studio external campaign or to attributes on the Interaction Studio user.
Add Parameter Mappings
Add parameters to capture any additional information you are sending through your campaigns. Doing so tells Interaction Studio how to map other query parameters in the landing page URL to attributes on the Interaction Studio external campaign or to attributes defined for the referred visitor. This means you can configure how Interaction Studio will read any custom parameters you've added to the link in your third party campaign, so they are mapped to the right field for use in Campaign Analytics and Reporting. When creating a new parameter, be sure to specify whether the URL parameters are shown on the landing page's URL or if they are included in the referral URL.
There are six types of parameter mappings:
Campaign ID - the value of the query parameter becomes the Interaction Studio external campaign’s ID. For an AdWords campaign with auto-tagging enabled, the “gclid” parameter is ideal for mapping to the campaign ID. For other types of campaigns, the “utm_campaign” parameter or the “utm_content” parameter can often be used.
- Campaign Name - the value of the query parameter becomes the name of the Interaction Studio external campaign. If there is no Campaign Name mapping, the name will default to either the value of the utm_campaign parameter, if set, or the campaign ID
- Campaign Source - for example, google or exacttarget. Typically mapped to utm_source parameter
- Campaign Medium - for example, cpc or email. Typically mapped to utm_medium parameter
- Campaign Attribute - a custom attribute to set on the Interaction Studio external campaign
- User Attribute - a custom attribute to set on the Interaction Studio user who clicked on the external campaign
- Identity attributes should not be selected and configured to be collected. Instead any identity attribute capture should be handled through the sitemap.
For example, in this link, the parameters are utm_source, utm_medium, utm_campaign, and gclid:
View and Edit External Campaigns
As users start arriving at the landing page that contains the third-party product integration, you should start to see external campaigns appear on the campaign list page, in the Uncategorized folder. The external campaigns will have clickthroughs, but not impressions since Interaction Studio does not track impressions for external campaigns.
View External Campaigns
- Select Third Party and then the third party application from the Campaigns list
- Locate the campaign by using the folders list or by using search
Only the first event of the visit will count towards third-party campaign attribution.