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Webhook Field Definitions

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 Webhook Fields 

The following table lists all Visitor Session webhook fields 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 PathFactory Experience automatically has a unique ID. This value will be captured in this field.
Experience Name The name of the PathFactory Experience
Experience External ID The value provided in the External ID attribute from the Experience 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.
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.
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 Webhooks

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
Visitor Session Webhook Field Types for MAPs

Form Capture Webhook Fields

These webhooks allow automatic data transmission, enhancing tracking and analysis of user interactions on your PathFactory Experiences.

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.
Form Capture Webhooks

Visitor Activity Webhook Fields

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.
Visitor Activity Webhooks

Templated Experiences Webhook Fields

These fields help capture detailed visitor interaction data, allowing you to better understand and engage with your audience.

The webhook service is triggered once the visitor session is completed and will contain some of the following configured fields, depending on the form capture or visitor engagement thresholds you have set up for your webhook.

  • Email Address
  • PathFactory Experience Name
  • PathFactory Number of Assets Viewed
  • PathFactory Content Count –
    Threshold Met
  • PathFactory Content Journey
  • PathFactory Content List –
    Threshold Met
  • PathFactory Topic List –
    Threshold Met
  • PathFactory Funnel Stage –
    Threshold Met
  • PathFactory Content Type –
    Threshold Met
  • PathFactory Engagement Score
  • PathFactory Experience External ID 1
  • PathFactory Engagement Time
  • PathFactory Visit Date
  • Content External ID List –
    Time Threshold Met
  • Industry – Time threshold met
  • Language – Time Threshold Met
  • Persona – Time Threshold Met
  • Product – Time Threshold Met
  • Query String
  • Solution – Time Threshold Met

Website Tools Webhook Fields

These fields are available to use for your Website Tools webhooks. 

  • Field Name
  • Header
  • Experience Name
  • Experience ID
  • Visit Date
  • Referral URL
  • Query String
  • UTM_source
  • UTM_medium
  • UTM_term
  • UTM_campaign
  • UTM_content
  • Website Property
  • Visitor Activity
  • Collection Name
  • Session start time
  • isKnown Visitor
  • Total Session time
  • Webhook Name
  • Number of Assets Viewed
  • Content List – Collection Threshold Met
  • Total Engagement time with Collection
  • Content Journey
  • Topic List  
  • 6Sense Data
  • Industry  
  • Location
  • Company Name
  • Other Fields
  • Browser
  • Device Type
  • OS

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.

 

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Updated on November 18, 2024

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