How to integrate a platform without a pre-built AnyTrack Integration

Learn how to integrate any eCommerce platform with AnyTrack standard tracking parameters.

If you’re using an eCommerce platform not currently supported by one of AnyTrack's pre-built integrations or you’ve built your own cart solution, you can integrate it with AnyTrack using our JavaScript Tag and server-side API.

In this guide, you will learn how to integrate any third-party platform with AnyTrack and leverage every possible tracking and attribution feature available for integrated partners.

Before you begin, you will need the following:

• An AnyTrack account with a Personal or Advanced plan
• Access to your platform back-end and API
• Access to your website code

Key Integration Components

The key components of integrating this type of eCommerce solutions are:

• The click_id parameter
  The click_id value that AnyTrack auto-generates for every event triggered via the JS tag enables AnyTrack to attribute the events to your website's visitors, identify them and tie first-party data collected through the customer journey with marketing channels, campaigns, and other traffic-related parameters.
• Customer data
  Tracking information such as name, email, phone number, or other customer attributes
• Website engagements & customer journey
  Tracking customer journey activity, what products they view, etc.
• Purchase activity
  Tracking purchases and purchase attributes (product names, SKU, currencies, etc...)

About JavaScript and Server-Side Tracking (Webhook)

This guide focuses on how to track important customer activities in AnyTrack. While certain events can be sent interchangeably via JS tag or server-side API, we highly recommend you follow the below guidelines to guarantee the highest attribution and data collection quality.

Use our JavaScript Tag for the following activities:

• Viewed Product
  When someone views a product
• Form Submissions
  When visitors subscribe to your newsletters or a special offer
• Add to Cart
  When someone adds a product to their cart
• Initiate Checkout
  When someone starts the checkout process
• User Identification
  Send a unique identifier to a third-party marketing system for first-touch attribution.

Use the server-side tracking for the following:

Server-side events are sent through webhooks (also called postback URLs or server-to-server URLs). They require that the click_id value generated during the website events is sent back to AnyTrack in the JSON (or query parameters payload).

What are the events you should send via Server Side Tracking

• Purchase
  Events coming from your back-end server
• Customer creation
  When a customer is created in your platform
• Lead creation
  When a user confirms their newsletter subscription

The attributes you send to AnyTrack alongside each type of event will enable you to improve your marketing channel attribution, the data quality used to enrich your audience data, and overall improve your data-driven marketing.

JavaScript Tag for website engagements

Use the Javascript Tags to programmatically trigger events on your website and send granular data to AnyTrack.

View Product Event

When a visitor is viewing a specific product.

<script>
 var click_id = AnyTrack('trigger', 'ViewContent', {
  items: {
   id: '20291', // the item catalog id (required)
   name: 'Sony MDRZX110/BLK ZX Series Stereo Headphones',
   price: 19.9, // the item price (required)
   currency: 'USD', // if omitted will default to your property currency
   brand: 'Sony'
}
});
</script>

Add To Cart Event

<script>
 var click_id = AnyTrack('trigger', 'AddToCart', {
   items: {
     id: '20291', // the item catalog id (required)
     name: 'Sony MDRZX110/BLK ZX Series Stereo Headphones',
     quantity: 1,
     price: 19.9, // the item price (required)
     currency: 'USD', // if omitted will default to your property currency
     brand: 'Sony'
   }
 });
</script>

Initiate Checkout Event

<script>
  var click_id = AnyTrack('trigger', 'InitiateCheckout', {
    items: [{
      id: '20291', // the item catalog id (required)
      name: 'Sony MDRZX110/BLK ZX Series Stereo Headphones',
      quantity: 1,
      price: 19.9, // the item price (required)
      brand: 'Sony'
    }, {
      id: '49292',
      name: '6.35mm Beats Male 3.5mm Female Headphone Stereo Audio Connector',
      quantity: 1,
      price: 4.1,
      brand: 'Beats' 
    }]
  });
</script>

User identification

Use this snippet to identify new customers on your website. Usually, you want to do this when the visitor submits a form or registers to your website.

var atclid = AnyTrack('atclid');

The form submission event - AutoTrack

When a visitor submits a form for a newsletter or a special offer.

Pass a click_id in the form Action URL

<form action="/action_page.php?atclid=--CLICK-ID--">
  <label for="firstName">First name:</label><br>
  <input type="text" id="firstName" name="fname" value="John"><br>
  <label for="lname">Last name:</label><br>
  <input type="text" id="lname" name="lname" value="Doe"><br><br>
  <input type="submit" value="Submit">
</form>

Pass the click_id in a hidden field

<form action="/action_page.php">
  <label for="firstName">First name:</label><br>
  <input type="text" id="firstName" name="fname" value="John"><br>
  <label for="lname">Last name:</label><br>
  <input type="text" id="lname" name="lname" value="Doe"><br><br>
  <input type="hidden" name="atclid" value="--CLICK-ID--">
  <input type="submit" value="Submit">
</form>

Form Submission Custom Events

Unlike the previous methods, which AutoTrack the forms if the click_id parameter is found in the form fields or action attribute, this method lets you trigger the forms programmatically and based on the conditions you set.

This method is specifically useful when you use dynamic forms generated by JavaScript (Hubspot, Typeform, Landbot, and others)

<script>
 var click_id = AnyTrack('trigger', 'FormSubmit', {
    firstName: 'Elon',
    lastName: 'Musk',
    email: 'elon@twitter.com',
    formName: '50% offer for new business owners',
    formId: 'XJW0047',
    click_id: 'click_id'
  });
</script>

Alias the AnyTrack click_id to an external id

In some cases, the platforms you are integrating with cannot accept custom parameters such as the AnyTrack click_id. For example, the Kajabi platform doesn't let you create a hidden field to pass custom data into a form submission.

For such cases, you can alias the AnyTrack click_id that is generated during the triggered event with a value that the platform generates at run time, such as a lead id, email address, or phone number.

Alias the click_id to the customer email address:

When the event is triggered, the payload will record the refId=elon@twitter.com as the click_id.

As a result, when AnyTrack receives a server-side conversion with:

refId=elon@twitter.com

It will associate the refid with the clickid reference previously stored.

Step 1: How aliasing click_id and an external id works:

1. AnyTrack records the event FormSubmit
2. AnyTrack stores a real click_id value: f8e3bf8dfba8b51ce3340
3. AnyTrack registers the refId=elon@twitter.com as the click_id=f8e3bf8dfba8b51ce3340

<script>
  AnyTrack("trigger", "FormSubmit", { 
    refId: 'elon@twitter.com',
    email: 'elon@twitter.com',
    fullName: 'Elon Musk'
  });
</script>

Step 2: Send the External ID in Webhooks

Since the lead email address exists in your third-party system, you can send it as part of the webhook URL using one of the following structures and parameters.

/thank-you?email=elon@twitter.com

Webhook / Postback URL with query string parameters

https://t1.anytrack.io/GqxV3nTo/collect/custom-test?refId=elon@twitter.com&event_name=Lead

Webhook URL+JSON:

https://t1.anytrack.io/GqxV3nTo/collect/custom-test

JSON Payload

{
"refId": "elon@twitter.com",
"email": "elon@twitter.com",
"fullName": "Elon Musk",
"userId": "8d7uyy756h",
"timestamp": 1631196490,
"eventname": "registration",
"eventid": "asduf0oasd8f0asd8f0asd9f8",
"funnelname": "New Business Owners Checklist",
"funnelid": "232323"
}

In most cases, since your system will not be able to add a refid parameter to the webhook payload, you will have to use a connector such as Zapier to remap the event properties.

Events sent via Server-side API, Webhooks, or Postback URLs

In all cases, the Webhook base URL is always the same and is called via your server or an application at run time (when the event is triggered.) You can send custom or standard events as long as you send the required parameters. A full list of standard parameters can be found here.

Lead Event

When Elon Musk confirms his newsletter subscription.

If you use Klaviyo to send your newsletters, you will want to guarantee the best possible email delivery by double-optin your subscribers. You will also want to measure the conversion ratio between single and double opt-ins.

If you are a fanatic about your data, this type of segmentation will save you tons of money and increase your BOF conversion rates.

{
"click_id": "f8e3bf8dfba8b51ce3340",
"email": "elon@twitter.com",
"fullName": "Elon Musk",
"userId": "8d7uyy756h", //userid in your own system
"event_name": "Lead", // Standard Event name supported by AnyTrack
"eventid": "asduf0oasd8f0asd8f0asd9f8", //id generated by your system
"funnelname": "New Business Owners Checklist",
"funnel_id": "232323"
}

Customer Creation Event

When a subscriber completes its first purchase or completes a full registration on your website - for example, address, DOB, full name, company name, etc... 

{
"click_id": "f8e3bf8dfba8b51ce3340",
"email": "elon@twitter.com",
"fullName": "Elon Musk",
"address": "Milky Way 1",
"country": "Space",
"state": "Galaxy1",
"company": "Space X",
"website": "https://spacex.com",
"userId": "8d7uyy756h", //userid in your own system
"timestamp": 1631196490,
"event_name": "CompleteRegistration", // Standard Event name supported by AnyTrack
"eventid": "asduf0oasd8f0asd8f0asd9f8", //id generated by your system
"brand_name": "New Business Owners Checklist",
"funnel_id": "232323"
}

Purchase Event

This is the most important event as it includes the entire data payload you'll want to send to your analytics and ad pixels. Because it includes a lot of data points that can be used by the ad pixels to attribute and optimize your ad delivery, we highly recommend sending as much data as possible.

Key value pairs, in bold, are used in the tracking, conversion, and attribution logic - including deduplication, user identification, and conversion fallback.

https://t1.anytrack.io/GqxV3nTo/collect/custom-test

{
    "eventname": "Purchase",
    "click_id": "f8e3bf8dfba8b51ce3340",
    "email": "elon@twitter.com",   
    "refId": "elon@twitter.com",
    "fullName": "Elon Musk",
    "address": "Milky Way 1",
    "phone": "+1919875666",
    "country": "Space",
    "items": [{
        "id": "20291",
        "name": "Sony MDRZX110/BLK ZX Series Stereo Headphones",
        "quantity": 1,
        "price": 20.00,
        "brand": "Sony"
        },
        {
        "id": "49292",
        "name": "Beats Headphones",
        "quantity": 1,
        "price": 100.00,
        "brand": "beats"
    }],
    "currency": "USD",
    "id": 24356562534585,
    "subtotalprice": 120.00,
    "totalprice": 120.00,
    "taxPrice": 10,
    "commission": 120.00,
    "transactionId": "#24356562534585"
}

Note that the same JSON payload can be converted into query string

eventname=Purchase&clickid=f8e3bf8dfba8b51ce3340&email=elon@twitter.com&refId=elon@twitter.com&fullName=Elon Musk&address=Milky Way 1&phone=+1919875666&country=Space&items[0][id]=20291&items[0][name]=Sony MDRZX110/BLK ZX Series Stereo Headphones&items[0][quantity]=1&items[0][price]=20&items[0][brand]=Sony&items[1][id]=49292&items[1][name]=Beats Headphones&items[1][quantity]=1&items[1][price]=100&items[1][brand]=beats&currency=USD&id=24356562534585&subtotalprice=120&totalprice=120&taxPrice=10&commission=120&transactionId=#24356562534585

Customer parameters (matching parameters)

The parameters below can be ingested by AnyTrack and automatically forwarded to your analytics and ad pixels via server-side API.

Note that before sending these parameters to your integrations, AnyTrack processes the data according to each of the integration requirements.

Event Parameters:

AnyTrack supports the following parameters and automatically maps them to standard event parameters used by ad pixels and analytics platforms to attribute conversions and build custom audiences.

Item parameters: