Is a Data Delivery the Only Way to Send Marketing Data to Adobe Analytics?

[InvocaKnowledge]

Question Variations

• Can Invoca Marketing Data be sent to Adobe Analytics in a Webhook?
• What are the alternatives to a Classifications data delivery for sending Marketing Data to Adobe Analytics?

Applies To

Customers integrating with Adobe Analytics who need to explore alternatives to our standard data delivery integration option.

Answer

You can include additional Marketing Data in your Pre-Transfer webhook request to the Data Insertion API in the following ways:

• Create eVars for each data point you’d like to send in the pre-transfer webhook and add those to the XML Post Parameters with the Invoca substitution token.
• Create a List Var that includes all call data points available delimited by a special character.
• Add all the call data points as <context data> in the request. Context data can then be mapped to traffic variables, conversion variables, or events using Processing Rules. This allows you to include as much data as possible in the webhook request, but you don’t need to use that data immediately. The data only gets mapped to variables or events if you create a processing rule to map the fields before webhooks begin firing. This simply offers flexibility.

If you need to send Marketing Data Fields that are only available after the call, you can use the options above in a Post-Call Data Insertion API request. Doing so would require configuring an additional Post-call Webhook.

Additional Information

These are the potential drawbacks to these alternative integration options:

• The number of eVars and List Vars users can have in their report suite is limited. We recommend using Classifications for storing all the details about a call (call start time, key presses, destination numbers, repeat callers, etc.) since there is no limit and they behave like eVars.
• When using a Post-Call Webhook to send hits to the Data Insertion API, Custom Data fields have a much lower chance of getting associated with the session, especially if they are processed 30 minutes or more after the call starts. This would result in losing out on visibility into the conversion variables and traffic variables set in the session that drove the call. You also would not be able to leverage pathing reports in association with the Signals and Custom Data.
• Visits and page visits would be inflated. Because the Data Insertion API counts as a hit, a visit and page visit are recorded with each sent webhook.