Cross-Channel Tracking

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Mapp Intelligence enables user-centric tracking, including cross-channel and cross-domain tracking. This allows you to analyze the cross-visit behavior of users across multiple websites or devices.

To achieve this, two methods of user recognition are available:

  • Recognition via Ever ID

  • Recognition via Customer ID

Important: Misuse of this feature (e.g., assigning the same Ever ID or Customer ID to multiple users) can significantly impact your data quality. Please ensure the correct implementation of these features.

1 Recognition via Ever ID

To recognize a user across domains using the Ever ID, the ID must be transmitted via URL parameters when users move from one domain to another. This requires two parameters in the URL:

  • wt_eid: Contains the Ever ID for Tracking Pixel v4 / v5 or Smart Pixel.

  • wt_t: Includes a timestamp (valid for up to 15 minutes to prevent ID misuse).

  • wtstp_eid: Contains the Ever ID for Smart Pixel.

If you use Smart pixel, you have the option to use either wt_eid or wtstp_eid. Either will work.

This ensures that each visitor is uniquely identified and prevents multiple visitors from being counted as one.

Example URLs

Query parameter format:

http://new.domain.com/start.html?wt_eid=2135817235100536326&wt_t=1358414378580

Fragment format:

http://new.domain.com/start.html#wt_eid=2135817235100536326&wt_t=1358414378580

2 Recognition via Customer ID

To recognize users based on a Customer ID, the process is similar. The Customer ID is passed via URL parameters between domains:

  • wt_cd: Contains the Customer ID.

  • wt_t: Includes a timestamp (valid for up to 15 minutes to minimize misuse).

Example URLs

Query parameter format:

http://new.domain.com/start.html?wt_cd=213581723100536326&wt_t=1358414378580

Fragment format:

http://new.domain.com/start.html#wt_cd=213581723100536326&wt_t=1358414378580

3 Adding Referrer Information

When linking from an app to a website, it’s critical to include referrer information. This ensures that visits are not incorrectly classified as “direct access” in campaign tracking. This step is not necessary for links between two websites.

  • wt_ref: Includes the referrer URL.

Example URLs

Query parameter format:

http://new.domain.com/start.html?wt_eid=2135817235100536326&wt_ref=http%3A%2F%2Fwww.mapp.com%2Fen%2Fhome.html&wt_t=1358414378580

Fragment format:

http://new.domain.com/start.html#wt_eid=2135817235100536326&wt_ref=http%3A%2F%2Fwww.mapp.com%2Fen%2Fhome.html&wt_t=1358414378580