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Intro to Capture Tags

Summary

Warning
Capture Tags are a necessary addition to your forms if you are using any kind of external form.

If you are using an external form (added by External URL or Custom HTML) the information submitted in the form is sent directly to your MAP. In order for PathFactory to associate the submitted email address with the visitor’s engagement data, you must use a Capture Tag. This is what allows PathFactory to identify the individual as a known visitor.

Note
If you use a standard PathFactory form in your Content Track you don’t need to use a Capture Tag. The form fill is sent to PathFactory, and the platform then associates the submitted email address with the visitor’s engagement data.

What is a Capture Tag?

A Capture Tag is a snippet of code that you add to either your form’s Confirmation Page or to the form’s code itself.
The Capture Tag sees the visitor’s email address on submitted form, and sends it to PathFactory. This allows PathFactory to associate the email address of a visitor to their engagement data; the visitor will then be a known visitor rather than anonymous.


Where do I put the Capture Tag?

You have 2 main options for where to add the Capture Tag code:

  • On the Form itself

    • We refer to this as the Form Submit Capture Tag because the visitor’s email address is sent to PathFactory once the visitor clicks Submit

  • On the Form’s Confirmation Page

    • We refer to this as the Confirmation Page Capture Tag because the visitor’s email address is sent to PathFactory once the visitor lands on the Confirmation Page

The precise location of the Capture Tag will depend on what kind of external form you are using.

Note
If you are unsure of which option is right for your organization, contact support!

When to Use a Form Submit Capture Tag

Rather than placing our capture tag snippet on the confirmation page, you have the option of using a different version of our capture tag within the form page itself.

  • Custom HTML Form: Add the Capture Tag code after the form code

  • External URL Form: Add the Capture Tag code within the form page source code

  • Form as an Asset: Add the Capture Tag code within the form page source code

Scenarios where it is more effective to use a Form Submit Event capture tag:

  • The field merge that provides the email address to our confirmation page capture tag does not work consistently – sometimes returns a blank value as opposed to the email address that was used when submitting the form.

  • If it is not possible to access the email address (which is submitted on the form) on the confirmation page.


When to Use a Confirmation Page Capture Tag

If your form has a confirmation page that makes it easy to pull the email address from within the form’s Submission Confirmation Page, you can use the Confirmation Page Capture Tag.

Example Scenario: You are using a MAP landing page which allows for the email address field merge/token to be used.

Note
If you are unsure of which option is right for your organization, contact support!

Updated on June 28, 2022

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