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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).

For all Rokt Ads campaigns, data is only available to advertisers after the customer has consented to the offer.

note

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

Personally identifiable information (PII) at Rokt#

At Rokt personal identifiable information (PII) is defined as any data that can be used, alone or in combination, to uniquely identify a customer.

All of the data listed in the table below is considered PII. However, Rokt also considers any data included in combination with any of the below attributes as PII. For example, if you have email address, age, and state, all three attributes are considered PII because of the presence of email address.

Rokt categorizes the following data as PII:

AttributeData formatDescriptionExample value
First namestringCustomer first nameJohn
Last namestringCustomer last nameSmith
Email addressstringCustomer email addressjohn.smith@gmail.com
Phone numberstringCustomer phone number1234567890
Address line 1stringCustomer's street address175 Varick St
Address line 2stringApartment or floorLevel 10
IP addressstringIP address for the customer's device110.175.91.30

PII available by campaign type#

Different campaign types allow for different levels of access to PII for advertisers, and only certain campaign types allow access to PII. To learn more about each campaign type, view Objectives.

Campaign typePII available?PII attributes
Website trafficNoN/A
Email subscriptionYesFirst name
Last name
Email address
Website traffic & email subscription (hybrid)YesFirst name
Last name
Email address
Phone leadYesFirst name
Last name
Email address
Phone number
App installNoN/A
PromotionNoN/A

Full attribute list#

The table below contains a list of accessible data attributes (if available and requested by an advertiser). Remember, if these are provided along with the PII categories listed above, e.g., email, then they are also considered PII).

For campaign types like website traffic or app install that don't provide any PII, advertisers can choose to access deidentified referral data from the list below (e.g., just age and gender).

AttributeData formatDescriptionExample value
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
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
EnvironmentTextThe environment the partner's widget was shown onPurchase
ExperienceTextThe experience the partner's widget was shown onOverlay
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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