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Referral metadata

Different campaign types support different customer attributes as part of your referral export. This document gives an overview of each Rokt Ads campaign and the data attributes available to advertisers once customers opt in to a campaign. This includes the personally identifiable Information (PII) available for each campaign, along with a general list of data attributes that Rokt advertisers can access (if available and requested).

In Rokt Ads campaigns, data is only accessed by advertisers if it is needed to fulfill an offer based on the campaign type, and only after the customer has consented.

note

The list of attributes available may vary based on the partner site where the offer was displayed.

Personally identifiable information (PII) at Rokt#

Rokt categorizes the following data as PII:

  • First name
  • Last name
  • Email address
  • Mobile number
  • Address line 1
  • Address line 2
  • IP address
  • Physical address

PII available by campaign type#

Website traffic campaigns#

Customers arrive on a landing page after consenting to learn more about an advertiser. The purpose of a website traffic campaign is to leverage a strong initial offer to drive an immediate conversion. As a result, advertisers can scale campaigns while decreasing the time to conversion.

For website traffic campaigns, advertisers cannot download or access any PII.

Email subscription campaigns#

When a customer opts in to an email subscription campaign, they subscribe to an email list and add their details to an email database. Email subscription campaigns help advertisers acquire new email addresses for a CRM at scale. This campaign type nurtures conversion and drives higher lifetime value (LTV).

With this type of campaign, advertisers access the following PII:

  • First name
  • Last name
  • Email address*
  • Age
  • Gender
  • State
  • Postal code

*Available in hashed format

Website traffic and email subscription campaigns#

With a combination website traffic and email subscription campaign, customers go to an advertiser’s website and consent to adding their email addresses to the advertiser’s email database. The objective of an email and website campaign is to increase website traffic and drive conversions. Advertisers receive immediate signups into a CRM database and streamline the acquisition process.

With this type of campaign, advertisers access the following PII:

  • First name
  • Last name
  • Email address*
  • Age
  • Gender
  • State
  • Postal code

*Available in hashed format

Phone lead campaigns#

Customers are sent to a call center, or have their details added to a phone list, after they opt in to hear from an advertiser. The objective of a phone campaign is to generate quality leads for call centers. This drives conversion for more complex products and is ideal for longer sales cycles.

With this type of campaign, advertisers access the following PII:

  • First name
  • Last name
  • Email address*
  • Age
  • Gender
  • State
  • Postal code
  • Best contact phone number

*Available in hashed format

App install campaigns#

Customers are invited to download a mobile app after they consent to hearing from an advertiser. Customers on a mobile device can receive an SMS, or customers on a desktop receive an email with an app download link. The objective of an app install campaign is to encourage customers to install and engage with an advertiser’s app by presenting customers with attractive offers. By running an app install campaign, advertisers can take advantage of the high value attributed to initial app installs to drive purchases within the app.

With this type of campaign, advertisers cannot download or access any PII.

Promotion campaigns#

Customers receive a special offer via email after consenting to hear from an advertiser. The objective of a promotion campaign is to drive conversions by emailing special offers to customers. This campaign type does not require customers to be subscribed to a mailing list and does not warrant the sharing of PII with an advertiser.

With this type of campaign, advertisers cannot download or access any PII data.

Full attribute list#

Advertisers can choose what data attributes they want included in referral deliveries. Note, available data attributes vary based on partner and campaign type, so some requested attributes may not be included in referral deliveries. Below is a table containing a list of accessible data attributes (excluding PII) if available and requested by an advertiser.

AttributeData formatDescriptionExample value
EmailTextThe customer's raw email address (lowercase and leading/trailing whitespace removed)john@example.com
First nameTextThe customer's first nameJohn
Last nameTextThe customer's last nameSmith
ZIP/postal codeIntegerThe customer's ZIP or postal code10010
CountryTextThe customer's countryAustralia
GenderTextThe customer's genderMale
AgeIntegerThe customer's age25
Date/timeDate/TimeThe date and time that the customer opted in to the offer43765.07083
SourceTextThe site where the customer opted in to the offereBay
StateTextThe customer's stateCA
SuburbTextThe customer's citySeattle
MobileIntegerThe customer's phone number1234567890
Bid priceDecimalThe amount the client was charged for the referral2.50
Birth dateDate/TimeThe customer's birth date33569
Ad responseTextThe positive response text that the customer clicked on to opt in to the offerYes, please
Ad textTextThe offer text the customer was presentedReceive a call today to hear about our great value.
Ad text (HTML)TextThe offer text in HTML format<p>Receive a call today to hear about our great value.<p>
Audience IDIntegerRokt internal identifier for the audience that the customer was part of
Length and format of this ID is subject to change
2581697744617019994
Audience nameTextThe name of the audience that the customer belongs toM/F: 25+
BrowserTextThe customer's browserChrome Mobile
Browser versionIntegerThe customer's browser version (major release)52
Browser version (full)DecimalThe customer's browser version (including major and minor release information)52.109
Campaign IDIntegerRokt internal identifier for the offer that the customer opted in to.
Length and format of this ID is subject to change.
1112223334445556667
Campaign nameTextThe name of the offer that the customer opted in toBrand name, Rokt, Hybrid, 2019
Country codeTextThe customer's country (in ISO two-digit format)AU
Coupon codeTextThe coupon code issued to the customer (only applicable if campaign contained coupons)ROKT1234
Creative IDIntegerRokt internal identifier for the creative that customer opted in to.
Length and format of this ID is subject to change.
2.26E+18
Date/time (UTC)Date/TimeThe date and time that the customer opted in to the offer (UTC timezone)43765.2375
DeviceTextThe device platform of the customer when they opted in to the offerMobile
Device manufacturerTextThe manufacturer of the device the customer used they opted in to the offer.
Only applicable where Device is Mobile.
Samsung
Email (Base64)TextThe Base64 encoded value of the customer's raw email addressYmVsbGFyYW5raW5lQGdtYWlsLsNvbQ==
Email (MD5)TextThe MD5-hashed value of the customer's raw email address200b2658d0d8df83a2a22945274cf449
Email (SHA256)TextThe SHA256-hashed value of the customer's raw email addressce557bddaec244f160466aee7a71d812
EnvironmentTextThe environment the partner's widget was shown onPurchase
ExperienceTextThe experience the partner's widget was shown onOverlay
IP addressTextThe customer's IP address110.175.91.30
PlacementTextThe placement of the offer the customer opted in toPrime
Referral typeTextThe referral type of the offer the customer opted in toEmail
Rokt identifierTextRokt internal identifier for a specific referral.
Length and format of this ID is subject to change.
aa169abb-6552-3638-82b1-224b389fce5b
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