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      Implementing Custom Tracking Events in Mapp Engage
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      Contents

      Implementing Custom Tracking Events in Mapp Engage

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      Article summary

      Custom Tracking Events in Mapp Engage enable marketers to track specific user interactions on their websites or apps, serving as triggers for automated campaigns. There are two primary implementation methods:

      1. With Marketing Automation – Events are processed through Mapp's Marketing Automation tools before reaching Mapp Engage.

      2. Without Marketing Automation – Events are sent directly from the Mapp Intelligence Tracking Pixel to Mapp Engage.

      Choosing the Right Implementation

      Each method has its own advantages and considerations:

      Implementation Method

      Advantages

      Considerations

      With Marketing Automation

      • Allows advanced filtering (e.g., segmenting only mobile users)

      • Centralized campaign and audience management

      • Seamless integration with Audience Streams

      • Flexible data processing before triggering Engage campaigns

      • Requires Marketing Automation setup

      • More complex initial configuration

      Without Marketing Automation

      • Simpler implementation

      • No dependency on additional tools

      • Direct integration with Mapp Engage

      • Limited filtering capabilities

      • Requires manual logic for segmentation

      • Fewer options for refining event data before triggering a campaign

      Implementation Guide

      Prerequisites

      Account Setup

      • Ensure that Mapp Engage and Mapp Intelligence accounts are connected.
      • Enable user matching between Mapp Intelligence and Engage (refer to Mapp Cloud User Matching).
      • Confirm that account settings are compatible with IPv6 and that tracking domains support it if applicable.

      Tracking Pixel Configuration

      • Integrate the Mapp Intelligence Tracking Pixel with Product Tracking

      Step 1: Capturing the Event

      Select your preferred implementation method:

      Watch the following video to see how to set up Marketing automation. As Event we filter for users visiting a Black Friday page using a mobile device:

      1. Define Real-Time Behavior

        • Navigate to Marketing > Target Groups > Real-time Behaviors in Mapp Intelligence.

        • Create a new behavior that captures visits to pages containing "Black-Friday-Deals" in the URL.

        • Add an additional filter to target only mobile users.

        • Assign a Custom Tracking Event name (e.g., BlackFridayPageView).

      2. Set Up Audience Stream

        • Go to Marketing > Contents > Audience Stream.

        • Create a new Audience Stream and link it to your MappTrackDomain and MappTrackID.

      3. Create a Campaign in Marketing Automation

        • Define a new campaign where the previously created Real-Time Behavior triggers the Audience Stream.

        • Configure the Audience Stream to send data to Mapp Engage.

        • This triggers the Engage Whiteboard whenever the Real-Time Behavior conditions are met.

      To track specific user interactions, such as visits to a Black Friday page, define and implement a custom event in your tracking setup.

      1. Define the Custom Event

        Choose a unique event name (e.g., BlackFridayEvent) to represent the specific user interaction you want to track.

      2. Update Tracking Pixel on Website

        Modify the tracking pixel to include the custom event:

        window.wtSmart.engage.data.set({
  eventName: 'BlackFridayEvent' // Replace with your event name
});
wtSmart.track();

      3. Verify the Event in the Tracking Request

        Once the tracking pixel is executed on the website, the following request is sent. This request includes the ecwen parameter, which contains the event name you defined:

        https://intelligence01.wt-eu02.net/238713152098253/wt?
    p=646,demoshop.webtrekk.com%2Feu%2F,1,1440x900,30,1,1728834783809,2,1440x174,0&
    pf=113&
    cs802=2144&
    cs801=352d372d3538322d312d3238322d312d33&
    eid=2172302718820658140&
    ct=webtrekk_ignore&
    ecwen=BlackFridayEvent&
    pu=https%3A%2F%2Fdemoshop.mapp.com%2Feu%2F&
    la=en

        Check that the ecwen parameter in the request contains the correct event name. This confirms that the event is successfully captured and will trigger the expected tracking behavior.

      Step 2: Configuring Mapp Engage

      Once the event has been captured, the setup in Mapp Engage differs slightly depending on the implementation method.

      Watch the following video to see how to set up the Whiteboard if you pass the event via Marketing automation.

      1. Create a New Whiteboard

        • In Mapp Engage, navigate to Automations > Whiteboards.

        • Create a new event-based Whiteboard.

      2. Select the Custom Tracking Event

        • With Marketing Automation: Choose Select Event and pick the Custom Tracking Event name from the list that was defined in Marketing Automation.

        • Without Marketing Automation: Choose Enter Event Name and manually enter the event name that was used in the Tracking Pixel (e.g., BlackFridayEvent).

      3. Define Campaign Actions

        • Add actions such as sending personalized Black Friday email offers.

        • Optionally, include additional segmentation logic within Engage.

      4. Activate and Monitor

        • Activate the Whiteboard and monitor user engagement to optimize campaign performance.

      Learn more about Whiteboards in the documentation.

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