What is Tracked Data?

Tracked Data is a feature that allows administrators to configure which contact properties should be included with user interaction events. This data is automatically resolved from the user’s contact information and passed along to your tag manager integrations.

How does Tracked Data work?

Configuration Process

1. Admin Setup: Administrators select which contact properties should be tracked for analytics purposes
2. Automatic Resolution: When events are emitted, the system automatically looks up the current user’s contact data
3. Event Inclusion: The resolved property values are included in the trackedData field of all events
4. Tag Manager Integration: This data flows through to GTM, Adobe Launch, and other integrations

Example

If an administrator configures tracked properties:

• my_custom_id (a custom contact property containing an ID in your system)
• favourite_ice_cream_flavours (containing JSON array data)

Then all events for logged-in users will include:

{
  "eventName": "card-viewed",
  "eventData": { ... },
  "trackedData": {
    "my_custom_id": "ABC123",
    "favourite_ice_cream_flavours": ["vanilla", "chocolate"]
  }
}

JSON Parsing: Contact properties that contain JSON-stringified arrays (["item1", "item2"]) or objects ({"key": "value"}) are automatically parsed into their native types for better usability in tag manager integrations.

Use Cases

Analytics Segmentation

Track user segments based on contact properties for more detailed analytics:

• Membership levels
• Registration sources
• User preferences
• Demographics (where permitted)

Personalization Data

Provide context for personalization engines:

• User interests
• Previous engagement levels
• Subscription status

A/B Testing

Include test cohort information:

• Experiment groups
• Feature flags
• Testing segments