Marketing & CommunicationsPurpose
1.2. Automate multi-channel tracking of campaign touchpoints—email, social, SMS, PPC, direct mail, and site visit actions.
1.3. Attribute customer actions (website visits, form submissions, loyalty activations, app downloads) to originating campaign sources with real-time reports.
1.4. Centralize and normalize data from disparate marketing channels and reporting platforms.
1.5. Deliver near-instant campaign performance analytics to marketing, operations, and executive teams.
Trigger Conditions
2.2. User action captured by embedded pixels, UTM parameters, or device tracking at stations or online.
2.3. Transaction completion (fuel purchase, loyalty signup, app install) involving attribution touchpoints.
2.4. Periodic scheduled reporting (hourly, daily, weekly, monthly).
Platform Variants
• API: Google Ads API – Use ‘CustomerService’ for campaign enumeration and attach tracking templates to ads.
3.2. Facebook/Meta Ads
• API: Marketing API, ‘Campaign Insights’ and ‘Ads Pixel’ for event capture and attribution mapping.
3.3. HubSpot
• Feature: ‘Campaigns’ and ‘Analytics API’ for automated list operation, UTM enrichment, and channel performance extraction.
3.4. Salesforce Marketing Cloud
• API: REST API ‘Email Tracking Events’ and ‘Journey Builder Entry Source’ for lead and contact attribution mapping.
3.5. Mailchimp
• API: Campaign Reports Endpoint and ‘Webhook Automations’ for tracking opens, clicks, and follow-on conversions.
3.6. LinkedIn Marketing Solutions
• API: ‘Reporting’ – access campaign metrics, impression and click data, plus conversion tracking.
3.7. Zapier
• App: Integrate ‘Zap’ triggers for cross-channel event ingestion and report automation; set up ‘Webhooks by Zapier’.
3.8. Segment
• API: ‘Track’ and ‘Identify’ methods to record attribution info from embedded events to central customer profiles.
3.9. Tableau
• Connector: Use ‘Web Data Connector’ with attribution sources for unified dashboard updates.
3.10. Google Analytics 4
• API: ‘Measurement Protocol’—server-side events with campaign parameters for attribution precision.
3.11. Mixpanel
• API: ‘Track’, ‘People’ endpoints for user-level engagement and custom attribution logic.
3.12. Slack
• App: ‘Incoming Webhooks’ configured for alerting on campaign performance threshold breaches.
3.13. Trello
• API: ‘Card Comment’ and ‘Custom Fields’ for tracking campaign tasks and noting attribution sources.
3.14. Microsoft Power BI
• Dataflow: Link to attribution data sources via ‘REST API’ import (custom connector or direct dataset API).
3.15. Shopify
• App: Use ‘Order API’ for eCommerce campaign source tracking via checkout attribution.
3.16. Klaviyo
• API: ‘Track’ for email/SMS campaign engagement; ‘Attribution Windows’ for custom post-click mapping.
3.17. Twitter/X Ads
• API: ‘Ad Analytics’ endpoint for campaign performance, conversion event mapping via Twitter Pixel API.
3.18. ActiveCampaign
• API: ‘Event Tracking’ and ‘Automations’ for inbound conversion event mapping tied to email/SMS flows.
3.19. Sprout Social
• Feature: ‘Smart Inbox’ for UTM detection and cross-channel campaign report automation.
3.20. Hotjar
• API: ‘Events’ collection for tracking user interactions and linking to inbound campaign sources.
3.21. Intercom
• API: ‘Lead Event Tracking’ for attribution tagging based on campaign engagement and in-app events.
3.22. Marketo
• API: ‘Activities’ and ‘Leads’ endpoints for tracking user actions tied to source campaigns.
3.23. Adobe Analytics
• API: ‘Reporting API 2.0’—extract multi-touch attribution data for integrated reporting.
Benefits
4.2. Enables rapid pivoting of marketing spend to most effective channels.
4.3. Empowers marketing and retail teams with up-to-date conversion source insights.
4.4. Advances cross-department campaign alignment (marketing, ops, loyalty, tech).
4.5. Improves targeting and ROI measurement for alternative fuel retail campaigns.
4.6. Supports compliance and audit trails with detailed attribution logs.