Acquia CDP
Ingesting custom campaigns and events
| Message |
| The concept of a version of a dispatch, which is similar to A/B testing’s variant and segment. It contains the details at the most granular level for a specific execution of a specific campaign, sent to a specific group of customers. For example, “Cost” for direct mail campaigns. |
| Event | An event is anything that happens between the customer and the brand, regardless of who initiated the contact. For example, CDP uses Events to track visitor activity on the brand’s website. Events record email clicks and open forms for the customer. Events are used to track use cases. Events close the loop on marketing campaigns by recording every interaction a customer had with the campaign and what results it had. For example, email clicks, products viewed on the web, products added to the cart, transactions. |
These entities have the following hierarchical relationship:
Each level of hierarchy of CDP entities supports custom attributes. You must know how each attribute ties to each level. If the entities provide details about the overall campaign, add it to the Campaign entity. If it provides information for one specific execution of a campaign and a specific group of recipients of the campaign, add it to the Message entity.
For any ingestion of marketing campaign and custom event data, it is imperative that you review your proposal with a CDP Product Manager to ensure that your use cases are implemented.
The following table lists the use cases:
| Use case | Description | Data requirement |
|---|---|---|
| Simple interaction tracking | Tracks simple inbound and outbound interactions with the customer and surfaces the interactions the brand had with the customer in the form of logs. This manifests in two ways:
| Ingest and map the data to the Event entity. |
| Marketing campaigns tracking | This tracks the events that append the previous use cases and considers the concept of marketing campaigns as a whole for reporting on performances and further filtering. On top of the previous manifestations, this adds:
For example, standard ingestion of Google Analytics data, standard ingestion of Direct Mail data, ingestion of email data from ESPs that are not supported by the standard connectors, ingestion of marketing attribution provided by vendors other than Google Analytics such as Adobe Analytics, IBM Coremetrics. | Ingest and map the data for the Campaign, Dispatch, Message, Event entities. |
Related setup documentation
To capture events for custom campaigns through WebTag and email, you must first configure WebTag on your site and ensure that campaign‑specific parameters are passed from the email platform into page URLs. When a recipient clicks an email link, WebTag collects these URL parameters and associate with the visitor’s behavior on the site.
To configure event capture for custom campaigns using WebTag or email, refer to the following:
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