PathFactory webhooks offer the ability to automatically send visit-related information when a specific user action takes place. When setting up your webhooks you may have some questions about what each field means; this page provides the definitions of every field found in each of the types of webhooks.
PathFactory webhooks provide automated transmission of visit-related details triggered by specific user actions.
For more information about how to use webhooks, read Setting up Webhooks.
Visitor Session Webhooks
The following table lists all Visitor Session webhooks and their descriptions.
Name | Description |
|---|---|
| Webhook Name | This is the name that you give to the webhook when you create it in our platform. |
| Campaign ID | This field enables you to aggregate multiple PathFactory Experiences under a single campaign, which you can leverage in your other data systems. |
| Content External ID List | Content External ID List sends a list of the External IDs associated with every asset the visitor has viewed in their session, giving you a complete picture of your visitors’ content journeys. |
| Event Type | This field will have the name of the type of action that triggers the webhook. In this case it would be “Form Capture.” |
| Event Time | Actual data/time when the PathFactory standard form was submitted. |
| Event Date | The actual date when the form was submitted, recorded in your PathFactory install timezone. |
| Form Name | The name of the standard form that you have given to the PathFactory standard form. |
| Visitor Email | The email address of the visitor having submitted the PathFactory standard form. |
| Visitor Name | First and last names of the visitor having submitted the PathFactory standard form. |
| First Name | First name of the visitor having submitted the PathFactory standard form. |
| Last Name | Last name of the visitor having submitted the PathFactory standard form. |
| Job Title | Job title of the visitor having submitted the PathFactory standard form. |
| Phone Number | Phone number of the visitor having submitted the PathFactory standard form. |
| Company | Company name of the visitor having submitted the form. |
| Opt In | If the opt-in field was present in our native form, this field will store the value that the visitor selected. If the visitor selects “Yes” to Opt-in, the underlying value passed will be “1.” If the visitor selects “No” to Opt-in, the underlying value passed will be “0.” |
| Experience ID | Each Target and Recommend Content Track has a unique ID. This value will be captured in this field. The unique ID is shown below. Example of Unique ID |
| Experience Name | The name of the PathFactory content track as shown below. Example of Experience Name |
| Experience External ID | The value provided in the External ID attribute from the Content Track that was visited during the session. |
| Content External ID | The external ID (as defined in the Content Library) of the asset the form was completed on. |
| Content Type | The Content Type of the asset the form was completed on. |
| Content Media Type | The type of the asset – PDF, webpage, video, on which the native form submission has occurred. Example of Asset Type |
| Content Title | The title of the content on which the form submission occurs. The content title can be set when a piece of content is uploaded to the Content Library. Examples of Content Titles |
| Content Source URL | The URL address where the content asset is stored and accessed. |
| Content URL | The content asset URL. |
| Custom Fields | You also have the option to send to the external form static data points using our “Custom Fields” option. You can think of these data points as being similar to hidden form fields: You can send data such as Campaign ID or Lead Source via a hidden form field. The Custom fields allow you to send similar data points. |
| Query String | Returns any values captured by a query string which you have added to the content experience URL. |
Visitor Session Webhook Field Types for Marketing Automation Platforms
The following table lists all Visitor Session webhook field types and their descriptions for MAPs.
Field | Eloqua Data Type | Marketo Field Type | Pardot Field Type |
|---|---|---|---|
| Webhook Name | Text | Text | Text |
| Event Type | Text | Text | Text |
| Event Time | Date | Date | Date |
| Experience Name | Text | Text | Text |
| Experience External ID | Text | Text | Text |
| City | Text | Text | Text |
| Country | Text | Text | Text |
| Region | Text | Text | Text |
| Content Count – Time Thresholds Met | Numeric | Number | Number |
| Session Start Time | Date | Date | Date |
| Session Start Time (UTC) | Date | Date | Date |
| Session End Time | Date | Date | Date |
| Session End Time (UTC) | Date | Date | Date |
| Is Known Visitor | Text | Text | Text |
| Known Visitor Email | Text | Text | Text |
| Known Visitor Email Domain | Text | Text | Text |
| Engagement Time | Numeric | Number | Number |
| Total Views | Numeric | Number | Number |
| Likes | Numeric | Number | Number |
| Shares | Numeric | Number | Number |
| Captures | Numeric | Number | Number |
| Browser | Text | Text | Text |
| Device Type | Text | Text | Text |
| Operating System | Text | Text | Text |
| Referrer URL | Large Text | Text Area | TextArea |
| Referrer Source | Text | Text | Text |
| Referrer Medium | Text | Text | Text |
| ISP Domain | Text | Text | Text |
| Last Viewed Content Title | Text | Text | Text |
| Last Viewed Content Source URL | Large Text | Text Area | TextArea |
| Session ID | Text | Text | Text |
| Asset Types List – Time Thresholds Met | Large Text | Text Area | TextArea |
| Assets Viewed | Numeric | Number | Number |
| Business Units List – Time Thresholds Met | Large Text | Text Area | TextArea |
| Content Journey | Large Text | Text Area | TextArea |
| Content List – Time Thresholds Met | Large Text | Text Area | TextArea |
| Engagement Score | Numeric | Number | Number |
| Funnel Stages List – Time Thresholds Met | Large Text | Text Area | TextArea |
| Query String | Large Text | Text Area | TextArea |
| Topics List – Time Thresholds Met | Large Text | Text Area | TextArea |
| UTM Source | Text | Text | Text |
| UTM Medium | Text | Text | Text |
| UTM Term | Text | Text | Text |
| UTM Content | Text | Text | Text |
| UTM Campaign | Text | Text | Text |
Form Capture Webhooks
These webhooks allow automatic data transmission, enhancing tracking and analysis of user interactions on your PathFactory content tracks.
| Note: | This webhook fires upon the submission of a standard PathFactory form only, not for External URL or Custom Code forms. |
Name | Description |
|---|---|
| Webhook Name | This is the name that you give to the webhook when you create it in our platform. |
| Event Type | This field will have the name of the type of action that triggers the webhook. In this case it would be “Form Capture.” |
| Event Time | Actual data/time when the PathFactory standard form was submitted. |
| Event Date | The actual date when the form was submitted, recorded in your PathFactory install timezone. |
| Form Name | The name of the standard form that you have given to the PathFactory standard form. |
| Visitor Email | The email address of the visitor having submitted the PathFactory standard form. |
| Visitor Name | First and last names of the visitor having submitted the PathFactory standard form. |
| First Name | First name of the visitor having submitted the PathFactory standard form. |
| Last Name | Last name of the visitor having submitted the PathFactory standard form. |
Visitor Activity Webhooks
The following fields will only be fired only if the Visitor Activity is the “Specific Content Engagement” Visitor Activity Type. Each field corresponds to the specific asset selected in the “Specific Content Engagement” Visitor Activity.
The following table lists all Visitor Activity webhooks and their description.
Name | Description |
|---|---|
| Content External ID | The external ID as defined in the Content Library. |
| Content Media Type | The Media Type of the specific asset (as shown in the Media Type column in the Content Library Table). |
| Content Source URL | The source URL of the specific asset. |
| Content Title | The title of the specific asset. |
| Content Type | The Content Type of the specific asset. |
| Content URL | The URL the asset was displayed at. |
UTM Parameters
UTM parameters are a set of common query string parameters used for traffic source tracking. When you add UTM parameters to the PathFactory URLs you distribute, you can track where your traffic is coming from. They can be used within Path Analytics, passed to Google Analytics, and can be passed to Marketing Automation Platforms via webhooks. The following five standard UTM fields are captured by PathFactory for every visitor session (if available in the URL) and all five are available in any of the above mentioned applications for Session Closed, Visitor Activity and Form Capture webhooks.
This section lists the UTM parameters, their descriptions, and an example of each.
UTM Source
Our webhook UTM source field will capture the value associated with the utm_source parameter – if the parameter is present in the Experience link. Using UTM parameters in all URLs is considered a marketing best practice. We highly recommend always using UTM parameters on URLs for PathFactory experiences for analytics quality and accuracy.
UTM Source Example
Imagine you’re launching a marketing campaign across various channels like Google Ads, Facebook Ads, and Twitter Ads. You employ distinct UTM source values to trace the origin of incoming traffic.
| UTM Source | originated from facebook |
| Experience Link | https://yourwebsite.com/?utm_source=facebook&utm_medium=social&utm_campaign=spring_promo& utm_content=post1&utm_term=sale |
| What it does | In this instance, the UTM source parameter “facebook” signifies that the traffic originates from a Facebook advertising campaign. |
UTM Medium
Similar to UTM Source, our UTM Medium webhook field will capture the value associated with the utm_medium parameter – if the parameter is present in the Experience link.
UTM Medium Example
Staying consistent with the previous campaign, the UTM medium parameter pinpoints the type of medium driving the traffic.
| UTM Medium | social |
| Experience Link | https://yourwebsite.com/?utm_source=facebook&utm_medium=social&utm_campaign=spring_promo& utm_content=post1&utm_term=sale |
| What it does | Here, the UTM medium parameter “social” indicates that the traffic comes from social media marketing overall as a tactic. |
UTM Term
This parameter captures the value associated with the utm_term parameter if the parameter is present in the Experience link.
UTM Term Example
Suppose you’re managing a pay-per-click campaign and need to monitor the effectiveness of specific keywords.
| UTM Term | spring_sale |
| Experience Link | https://yourwebsite.com/?utm_source=facebook&utm_medium=social&utm_campaign=spring_promo& utm_content=post1&utm_term=spring_sale |
| What it does | The UTM term parameter “spring_sale” indicates the particular keyword that triggered the advertisement. |
UTM Content
This parameter captures the value associated with the utm_content parameter as long as the parameter is present in the Experience link.
UTM Content Example
Consider a scenario where you’re evaluating the performance of two variations of an ad landing page. UTM content values are employed to distinguish between these versions.
| UTM Content | versionA |
| Experience Link (Version A) | https://yourwebsite.com/?utm_source=facebook& utm_medium=social&utm_campaign=spring_promo& utm_content=versionA&utm_term=spring_sale |
| Experience Link (Version B) | https://yourwebsite.com/?utm_source=facebook&utm_medium=social&utm_campaign=spring_promo& utm_content=versionB&utm_term=spring_sale |
| What it does | In this example, the UTM content parameters “versionA” and “versionB” help to identify which promotion drove the traffic. |
UTM Campaign
This value captures the value associated with the utm_campaign parameter when present in a PathFactory Experience link.
UTM Campaign Example
Consider a scenario where you are overseeing a series of targeted campaigns aimed at different industries throughout the year, such as a technology solutions launch, a financial services webinar series, and a professional consulting workshop. UTM campaign values play a crucial role in categorizing and assessing the success of each strategic initiative.
| UTM Campaign | tech_solutions_launch |
| Experience Link | https://yourwebsite.com/?utm_source=linkedin&utm_medium=social&utm_campaign=tech_solutions_launch &utm_content=article1&utm_term=industry_insights |
| What it does | In this instance, the UTM campaign parameter “tech_solutions_launch” signifies that the traffic is a result of the technology solutions launch campaign tailored for specific B2B audiences. This approach empowers you to analyze the impact of different campaigns based on their distinct performance metrics, enabling you to fine-tune your B2B marketing strategies effectively. |