The Web Analytics API refers to the parameters you can add to your website links, allowing the Personalization script to read them. This includes parameters like those used by Google Analytics. The simplest and most common way to use these parameters is to track last-click attribution from your triggered messages.

Learn more in Click tracking .

You can use Web Analytics to pass information from emails and external web pages to Personalization. This API is frequently used to read codes which are added to links by some email marketing systems. Once the data has been read into Personalization, any data loaded to ESPs can be tagged with the most recent values. It can also be used to mailmerge in triggers.

Here's an example link from a marketing email to your website, including typical Google Analytics parameters:

http://www.example.com/myproduct/?utm_source=ET&utm_medium=Email&utm_campaign=1234&utm_content=linkcode&[email protected]

Query string parameters

Personalization reads the query string collection and store the values as person-level attributes with the names shown in the table below.

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The first column in the table is the default name on the query collection. To change this or add additional mappings, in Personalization, select the Account menu icon and go to Settings > Website Settings > Query Collection Fields.
You can also add and remove allowed fields from here

Query string parameter	Stored as (Default mapping)	Description
utm_campaign	campaign_id	Campaign ID For Google Analytics.
utm_content	link_id	ID of the link clicked on the email marketing campaign. For Google Analytics.
utm_source	source	Source code, commonly the name of the messaging provider. For Google Analytics.
utm_medium	Not stored by default	Advertising medium such as email. For Google Analytics.
campaign_id	campaign_id	Campaign ID Alternative to utm_campaign.
e or esp_email	esp_email	Email address from the email marketing campaign. Helps identify visitors and makes remarketing more effective.
ee	esp_email_rc4	RC4 encrypted and Base64 encoded email address from the email marketing campaign. Helps identify visitors and makes remarketing more effective.
re	esp_email_rsa	RSA encrypted and Base64 encoded email address from the email marketing campaign. Helps identify visitors and makes remarketing more effective.
eid	eid	Unique ID of each visitor, which is added to links by some messaging providers. Helps identify visitors. This is used if mapped with a Personalization name of `eid`.

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Encryption
If you're planning to pass encrypted email addresses, you can use our RC4 test page. To access, select the Account menu icon and go to Settings > Security and Privacy > RC4 Encryption.
Learn more in Test RC4 encryption.