Snowplow generates, governs, and models high-quality, granular behavioral data ready for use in AI, ML, and Advanced Analytics applications.
With the Snowplow + Iterable integration, you can forward events and user profile attributes to Iterable through a server-side Google Tag Manager (GTM SS) container, as well as forward Iterable's system events to Snowplow and on to their data warehouse.
Sending Data from Snowplow to Iterable
The Iterable Tag for GTM SS allows you to forward user updates and custom events from Snowplow to Iterable.
Installation and Setup
- A Snowplow pipeline needs to be up and running.
- The Snowplow Client for GTM SS must be installed.
- Create a JavaScript-type API key in Iterable for use in step 4.
- Follow Snowplow's instructions to install and set up the Iterable Tag in your GTM SS container.
Actions supported by Snowplow
This integration makes it easy for you to identify your users and track events.
| Snowplow events | Iterable Name | API Endpoint |
|---|---|---|
| User property | User profile field | POST /api/users/update |
| Event | Custom event | POST /api/events/track |
Identifying users
Identify events will make the Iterable tag call the /users/update endpoint API
(create or update user). Snowplow will create anonymous users if not given an
email address, or valid userId. If you are working in an email-based project,
then when a userId doesn't exist in Iterable, or just a client_id is passed,
a placeholder email will be created as
<client_id>@placeholder.email or <userId>@placeholder.email.
Tracking events
When Snowplow receives new event property data, it will update the event history for the corresponding user profile in Iterable.
Collecting system events from Iterable
To forward Iterable's system events to Snowplow, please refer to Snowplow's documentation.
Questions?
If you have any further questions, please contact your customer success manager or read Snowplow's forwarding events documentation or collecting data from Iterable documentation.