Hightouch

note

mParticle and Rokt are the same platform. mParticle is a Rokt company, and the two are a single product. In Hightouch's integration directory you'll see two destinations that both feed into Rokt:

• mParticle by Rokt: used for sending conversion events (covered in the first part of this guide).
• Rokt: used for syncing audiences (covered at the bottom of this guide).

These are two destinations only because Hightouch lists them separately. They are not two different integrations or two different vendors. Pick the destination that matches the data you're sending; both connect you to the same Rokt platform under one account.

Over time, Rokt is migrating all of its data interfaces onto mParticle as the underlying data platform. The Rokt destination used for audiences today will eventually be retired and folded into mParticle by Rokt, so any setup you do now will continue to work as that transition happens.

Hightouch is a customer data platform that syncs data from your data warehouse to downstream tools. This guide walks you through connecting Hightouch to Rokt so you can send conversion events directly from your warehouse. No additional engineering required after setup.

By the end of this guide you will have:

• Created a mParticle by Rokt destination in Hightouch
• Mapped your warehouse data to Rokt's Events API fields
• Sent conversion events that Rokt can use for campaign attribution and optimization

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Prerequisites

Before you begin:

• A Hightouch account with a connected data source: your data warehouse (e.g. Snowflake, BigQuery, Redshift) must already be connected to Hightouch as a source.
• Rokt API credentials: an API key and API secret. These are provided by your Rokt account manager.

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Step 1: Get your Rokt API credentials

Contact your Rokt account manager to request an API key and API secret. You'll need both when creating the destination in Hightouch.

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Step 2: Create the mParticle by Rokt destination

1. In Hightouch, open your workspace.
2. Go to Destinations → Add destination.
3. Search for mParticle and select it.
4. Enter your API key and API secret.
5. Give the connection a name (e.g. Rokt) and click Test connection to verify it works.

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Step 3: Create a sync

Once the destination is set up, create a sync to define which data gets sent and how it's mapped.

1. Go to Syncs → Add sync.
2. Select your data source model (the query or table that contains your conversion data).
3. Select mParticle by Rokt as the destination.
4. Set the sync type to Custom Event.

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Step 4: Map your fields

This is the most important step. Rokt's Events API expects data in a specific shape. The tables below show exactly what to map and where.

Fixed values (set these manually in the mapper)

These fields don't come from your warehouse; you set them as fixed values directly in Hightouch:

Field	Value	Why
Environment	production	Always set to production, even during testing. This tells Rokt the data format version.
Event name	conversion	Tells Rokt this is a conversion event.
Custom event type	transaction	Required by the Rokt Events API schema.

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1. User identities

Rokt needs at least one identifier to match the event to a user. Map as many as you have available; more identifiers means better match rates.

Your data	Map to	Notes
Email address	user_identities.email	Must be lowercase with no leading or trailing spaces
SHA-256 hashed email	user_identities.other	Use this if you can't send plain-text email
Your internal customer ID	user_identities.customerid	Helps Rokt link events from the same user over time
Rokt Click ID	user_identities.other2	If captured, this directly links the conversion to the Rokt ad click that drove it

What is the Rokt Click ID?

When a user clicks a Rokt ad, Rokt generates a unique Click ID that gets passed to your site (typically as a URL parameter). If your warehouse captures this value, include it; it significantly improves attribution accuracy.

Hashing your data

Before hashing any value with SHA-256: lowercase all text, trim whitespace, and normalize phone numbers to 5551234567 format (no dashes, spaces, or country code).

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2. Event details

Your data	Map to	Notes
When the event happened	events[].data.timestamp_unixtime_ms	Unix timestamp in milliseconds. Most warehouses store this as epoch milliseconds. If yours stores seconds, multiply by 1000.
A unique ID for this event	events[].data.source_message_id	Use an order ID, transaction ID, or any stable unique value. Rokt uses this to deduplicate events.
Customer's IP address	ip	Optional. Used for geolocation and fraud detection.

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3. Conversion attributes

These fields describe what the user did and are used directly in Rokt's reporting and optimization.

Your data	Map to	Required	Notes
Type of conversion	events[].data.custom_attributes.conversiontype	Yes	A short label for the action: purchase, signup, subscription, etc. You define this value; be consistent across events.
Order or confirmation number	events[].data.custom_attributes.confirmationref	Recommended	Used by Rokt to deduplicate events if the same conversion is received more than once.
Transaction value	events[].data.custom_attributes.amount	No	Send as a string: "99.99"
Currency	events[].data.custom_attributes.currency	No	ISO 4217 code: "USD", "EUR", "GBP"

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4. User attributes

The more user attributes you send, the better Rokt can match and optimize. None of these are required, but Rokt strongly recommends mapping as many as you have.

Your data	Map to
First name	user_attributes.firstname
First name (SHA-256)	user_attributes.firstnamesha256
Last name	user_attributes.lastname
Last name (SHA-256)	user_attributes.lastnamesha256
Mobile number	user_attributes.mobile
Mobile number (SHA-256)	user_attributes.mobilesha256
Age	user_attributes.age
Date of birth	user_attributes.dob (format: yyyymmdd)
Gender	user_attributes.gender (e.g. M, Female)
City	user_attributes.city
State	user_attributes.state
Zip code	user_attributes.zip
Title	user_attributes.title (e.g. Mr, Ms)
Language	user_attributes.language
Customer value	user_attributes.value
Predicted lifetime value	user_attributes.predictedltv

If you have additional profile fields not listed above, you can map them to user_attributes.<your_custom_key> using Hightouch's custom attribute mapping.

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5. Device info

If you have device-level data available, map it here. This improves match rates for mobile users. Do not put these in user attributes; they belong in the device_info object.

Your data	Map to
Browser or device user agent	device_info.http_header_user_agent
iOS advertising ID (IDFA)	device_info.ios_advertising_id
Android advertising ID (AAID)	device_info.android_advertising_id

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Complete example

Here's what a fully mapped conversion event looks like when it reaches Rokt:

{
  "environment": "production",
  "ip": "203.0.113.42",
  "device_info": {
    "http_header_user_agent": "Mozilla/5.0 (iPhone; CPU iPhone OS 17_0 like Mac OS X)"
  },
  "user_identities": {
    "email": "jane.smith@example.com",
    "customerid": "cust_123456",
    "other2": "rokt-click-id-from-url-param"
  },
  "user_attributes": {
    "firstname": "Jane",
    "lastname": "Smith",
    "zip": "10001",
    "city": "New York",
    "state": "NY"
  },
  "events": [
    {
      "event_type": "custom_event",
      "data": {
        "event_name": "conversion",
        "custom_event_type": "transaction",
        "source_message_id": "order_789012",
        "timestamp_unixtime_ms": 1735689600000,
        "custom_attributes": {
          "conversiontype": "purchase",
          "confirmationref": "ORD-789012",
          "amount": "149.99",
          "currency": "USD"
        }
      }
    }
  ]
}

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Limits

Resource	Limit
Total request size	256 KB
Batches per second	270
Event attribute value length	4096 characters
User attributes per batch	100
User attribute value length	4096 characters

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Error reference

If a sync fails, check the status code Hightouch reports:

Status	Meaning	What to do
202 Accepted	Success	No action needed
400 Bad Request	Malformed payload or missing required field	Check that event_name, custom_event_type, and conversiontype are all set
401 Unauthorized	API key or secret missing	Re-enter credentials in the destination settings
403 Forbidden	API key or secret invalid	Contact your Rokt account manager to verify credentials
429 Too Many Requests	Rate limit exceeded	Reduce sync frequency or batch size
5xx Server Error	Rokt-side issue	Retry. Hightouch will typically handle this automatically

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Integration Setup (Audiences)

For audience syncs, use the Rokt destination in Hightouch. (Hightouch labels this sync type as Segment in its UI; same thing.) This is the same Rokt platform as the mParticle by Rokt destination used for events above; Hightouch just lists them as two separate destinations. Audiences authenticate with an API key only (no App ID or App Secret).

As part of Rokt's broader move to mParticle as the underlying data platform, audience syncs will eventually move to the mParticle by Rokt destination as well. Until that change is rolled out, the Rokt destination remains the right place to set up audience syncs.

Authentication

Authenticating with the Rokt Audiences destination requires an API key. Reach out to your account manager to be issued an API key.

Creating a Rokt destination (audiences)

1. Log in to your Hightouch account and click on the workspace that you want to connect Rokt to.

   

2. Click on Destinations in the left toolbar and then click on Add Destination.

   

3. Search for Rokt, click on Rokt, and click Continue.

   

4. Add your API key here. Note that you do not need the Account ID, App ID, and App Secret for the audience (segment) integration.

   

5. Click Continue.

6. Name your connection, e.g. Rokt Integration.

   

7. Click Finish.

8. Click Test Connection. If you completed the steps above correctly, you should see a success message.

9. You are now finished with establishing Rokt as a destination.

Add an audience sync

1. Click on Sync in the left-hand toolbar and then choose Add Sync.

   

2. Choose your model.

   

3. Select the Rokt destination created in the previous step.

   

4. Select Segment in the sync configuration and define a mapping from your Model to the Rokt Destination Field.

   

5. Define whether this should use a new audience or an existing audience. Enter a name for your new audience or select an existing one.

   

6. Click Continue.

7. Choose the cadence at which you want to run this sync. The more real-time, the better the performance.

   

8. Click Finish and then Run.

   

You are now finished. For questions and concerns, please reach out to your Rokt contact or account manager.

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Support

• Hightouch sync or model questions → your Hightouch account manager
• Rokt field requirements or attribution questions → your Rokt account manager