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.
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.