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Webhook field definitions

PathFactory webhooks offer the ability to automatically send visit-related information when a user action specific 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 three types of webhooks.

Visitor Session Webhook

Webhook Name:

This is the name that you give to the webhook when you create it in our platform.


Event Date:

The actual date when the visitor finished engaging with all of your Content Tracks, recorded in your PathFactory install timezone.


Event Time:

The actual date/time when the visitor finished engaging with all of your Content Tracks, recorded in your PathFactory install timezone.


Event Type:

This is the type of the action that triggers the webhook. In this case it would be “Session Closed”.


Experience Name:

The name of the last PathFactory Content Experience that the contact engaged with during the session.


Experience External ID:

The value provided in the External ID attribute from the Content Track that was visited during the session.

image


City:

The name of the city inferred from the IP address associated with the visitor.


Country:

The country name inferred from the IP address associated with the visitor.


Region:

The region name inferred from the IP address associated with the visitor.


Content Count – Time Thresholds Met:

The number of assets for which the engagement threshold has been met while the visitor engaged with a PathFactory Content Track.


Session Start Time:

The actual date/time of when the visitor started engaging with a PathFactory content asset, recorded in your PathFactory install timezone.


Session Start Time (UTC):

The actual date/time of when the visitor started engaging with a PathFactory content asset recorded in UTC.


Session End Time:

The actual date/time of when the visitor finished engaging with the PathFactory Content Track in the session, recorded in your PathFactory install timezone.


Session End Time (UTC):

The actual date/time of when the visitor finished engaging with any of your PathFactory Content Tracks recorded in UTC.


Is Known Visitor:

Whether the visitor has an email address associated with their record in our platform.


Known Visitor Email:

The email address of the visitor.


Known Visitor Email Domain:

The domain associated with the email address of the visitor.


Engagement Time:

Total time the visitor spent engaging with all of the PathFactory content assets during the session combined.


Total Views:

The total number of times the assets have been viewed.


Likes:

The number of times a visitor clicked on the Like button during the session.
image


Shares:

The number of social media shares – facebook, Twitter, LinkedIn an asset(s) recorded during the session.


Captures:

The number of form captures that occurred during the session.


Browser:

The name of the browser that the contact used to engage with PathFactory content tracks during the session – Chrome, FireFox, etc.


Device Type:

Desktop, Mobile, etc.


Operating System:

Operating system the visitor was on while engaging with the content tracks during the session – iOS, Windows, etc.


Referrer URL:

The URL that the visitor was on and from which they clicked to launch the first PathFactory content track during the session.


Referrer Source:

We use the referrer_url and attempt to infer a source name. Example: if the Referrer URL has a “http://twitter.com/[twitter.com]”, the referrer source would be “Twitter”.


Referrer Medium:

Every referral to a website also has a medium. Possible medium include: “organic” (unpaid search), “cpc” (cost per click, i.e. paid search), “referral” (referral), “email” (the name of a custom medium you have created), “none” (direct traffic has a medium of “none”).


ISP Domain:

The name of the Internet Service Provider. If your visitor visits the content track from a computer that is on a big corporate network – example: Google, the ISP Domain will show “Google” instead of the ISP.


Last Viewed Content Title:

The public title of the last piece of content viewed in a session. The content title can be set when a piece of content is uploaded to the Content Library in T2 and Recommend.
image


Last Viewed Content Source URL:

Underlying URL of last viewed asset in the session.


Session ID:

The unique identifier given to the session.


Content Types List – Time Thresholds Met:

The asset type for each content asset which had its time threshold met during the session.


Assets Viewed:

Number of unique content assets viewed during the session.


Business Units List – Time Thresholds Met:

The business unit of each content asset which had its time threshold met during the session.


Content Journey:

The order of assets viewed during the session. The assets will be represented by their unique URL slugs in this format:
[ContentAsset1][ContentAsset2][ContentAsset3]


Content List – Time Thresholds Met:

All the content assets viewed during the session which had their time thresholds met. The assets will be represented by their unique URL slugs.


Engagement Score:

Score given to the visitor for the session. You are able to configure what score will be given based on different levels of engagement.


Funnel Stages List – Time Thresholds Met:

The funnel stage of each content asset which had its time threshold met during the session.


Query String:

Returns any values captured by a query string which you have added to the content experience URL.


Topics List – Time Thresholds Met:

The topics for each content asset which has their time threshold met during the session.


Content External ID List – Time Thresholds Met:

The external IDs (as defined in the Content Library) of all assets where the time threshold was met.

image


Experience LookBook ID:

Each Target and Recommend Content Track has a unique six digit ID. This value will be captured in this field. The unique ID is highlighted below.

image


SID:

The unique identifier number of the organization from which the visitor is viewing the content experience.

Note
This webhook field is only available to PathFactory clients who also have DemandBase.

Company Name:

The name of the company from which the visitor is viewing the content experience.

Note
This webhook field is available to all PathFactory clients who do not have DemandBase.

Visitor Session Webhook Field Types for Marketing Automation Platforms

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 Webhook

Note
This webhook only fires upon the submission of a standard PathFactory form, not for External URL or Custom Code forms.

Webhook Name:

This is the name that you give to the webhook when you create it in our platform.
image


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.
image


Visitor Email:

The email address of the visitor having submitted the PathFactory standard form.


Visitor Name:

First and last name 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.
image


Experience Name:

The name of the PathFactory content track as shown below.
image


Experience External ID:

The value provided in the External ID attribute from the Content Track that was visited during the session.

image


Experience LookBook ID:

Each Target and Recommend Content Track has a unique six digit ID. This value will be captured in this field. The unique ID is highlighted below.

image


Content External ID:

The external ID (as defined in the Content Library) of the asset the form was completed on.

image


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.
image


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 in T2 and Recommend.
image


Content Source URL:

The underlying URL of the content asset from which the asset can be accessed outside of content tracks.


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 Activity Webhook

Webhook Name:

This is the name that you give to the webhook when you create it in our platform.


Event Type:

This is the type of action that triggers the webhook. In this case it would be “Visitor Activity”.


Event Time:

The actual date/time when the visitor finished engaging with all of your content tracks, recorded in your PathFactory install timezone.


Event Date:

TThe actual date when the visitor finished engaging with all of your content tracks, recorded in your PathFactory install timezone.


Visitor Activity Name:

The name of the activity that was set up and which triggered the “Visitor Activity” webhook form submission.


Experience External ID:

The value provided in the External ID attribute from the Content Track that was visited during the session.

image


Experience LookBook ID:

Each Target and Recommend Content Track has a unique six digit ID. This value will be captured in this field. The unique ID is highlighted below.

image


City:

The name of the city inferred from the IP address associated with the visitor.


Country:

The country name inferred from the IP address associated with the visitor.


Region:

The region name inferred from the IP address associated with the visitor.


Visitor Activity Type:

This will have the value of “Engagement Score”, “Multiple Asset Engagement”, or “Specific Content Engagement” depending on the activity that triggered the “Visitor Activity” webhook form submission.


Experience Name:

The name of the last PathFactory content track that the contact engaged with and on which the Activity was triggered.


Is Known Visitor:

Whether the visitor has an email address associated with their record.


Known Visitor Email:

The email address of the visitor.


Known Visitor Email Domain:

the domain associated with the email address of the visitor.


Browser:

The name of the browser that the contact used to engage with content tracks during the session – Chrome, FireFox, etc.


Device Type:

Mobile, Desktop, etc.


Operating System:

Operating system the visitor was on to engage with the content tracks during the session – iOS, Windows, etc.


Referrer URL:

The URL that the visitor was on and from which they clicked to launch the first PathFactory content track during the session.


Referrer Source:

We use the referrer_url and attempt to infer a source name. Example: if the referrer_url has a “http://twitter.com/[twitter.com]”, the referrer source would be “Twitter”.


Referrer Medium:

Every referral to a website also has a medium. Possible medium include: “organic” (unpaid search), “cpc” (cost per click, i.e. paid search), “referral” (referral), “email” (the name of a custom medium you have created), “none” (direct traffic has a medium of “none”).


ISP Domain:

The company name or internet service provider derived from IP address of the visitor.


Session ID:

The unique identifier given to the session.


Query String:

Returns any values captured by a query string which you have added to the content experience URL.


Session Start Time:

The actual date/time of when the visitor started engaging with a PathFactory content asset, recorded in your PathFactory install timezone.


Session Start Time (UTC):

The actual date/time of when the visitor started engaging with a PathFactory content asset recorded in UTC.


Session End Time:

The actual date/time of when the visitor finished engaging with the PathFactory Content Track in the session, recorded in your PathFactory install timezone.


Session End Time (UTC):

The actual date/time of when the visitor finished engaging with any of your PathFactory Content Tracks recorded in UTC.


Session Engagement Score:

Score given to the visitor for the session. You are able to configure what score will be given based on different levels of engagement.


Session Engagement Time:

Total time the visitor spent engaging with all of the PathFactory content assets during the session combined.


Session Total Views:

The total number of times the assets have been viewed.


Session Assets Viewed:

Number of unique content assets viewed during the session.


Session Likes:

The number of times a visitor clicked on the Like button during the session.
image


Session Shares:

The number of social media shares – facebook, Twitter, LinkedIn an asset(s) recorded during the session.


Session Captures:

The number of form captures that occurred during the session.


Session Last Viewed Content Title:

The public title of the last piece of content viewed in a session. The content title can be set when a piece of content is uploaded to the Content Library in T2 and Recommend.
image


Session Last Viewed Content Source URL:

Underlying URL of last viewed asset in the session.


Session Content Journey:

The order of assets viewed during the session. The assets will be represented by their unique URL slugs in this format:
[ContentAsset1][ContentAsset2][ContentAsset3]


Session Content List – Time Thresholds Met:

All the content assets viewed during the session which had their time thresholds met. The assets will be represented by their unique URL slugs.


Session Content External ID List – Time Thresholds Met:

The external IDs (as defined in the Content Library) of all assets where the time threshold was met.

image


Session Topics List – Time Thresholds Met:

The topics for each content asset which has their time threshold met during the session.


Session Content Types List – Time Thresholds Met:

The asset type for each content asset which had its time threshold met during the session.


Session Funnel Stages List – Time Thresholds Met:

The funnel stage of each content asset which had its time threshold met during the session.


Session Business Units List – Time Thresholds Met:

The business unit of each content asset which had its time threshold met during the session.


SID:

The unique identifier number of the organization from which the visitor is viewing the content experience.

Note
This webhook field is only available to PathFactory clients who also have DemandBase.

Company Name:

The name of the company from which the visitor is viewing the content experience.

Note
This webhook field is available to all PathFactory clients who do not have DemandBase.

Specific Content Engagement Only:

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

  • 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 your 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 webhooks (Session Closed, Visitor Activity, and Form Capture).

Example:
If the Content Track link is http://YourCompany.pathfactory.com/ContentAsset/ContentTrack?utm_source=test our UTM source webhook field will capture the value “test”, and post that value to the form field that it is mapped to.


UTM Source:

Our webhook UTM source field will capture the value associated with the utm_source parameter – if the parameter is present in the content track link.


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 Content Track link.


UTM Term:

Captures the value associated with the utm_term parameter – if the parameter is present in the Content Track link.


UTM Content:

Captures the value associated with the utm_content parameter – if the parameter is present in the Content Track link.


UTM Campaign:

Captures the value associated with the utm_campaign parameter – if the parameter is present in the Content Track link.

Updated on September 19, 2022

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