I’ve been working on an interesting project in the last week or so, where we’ve been tasked with pulling tags off an Ecommerce product page (the platform is Magento and the tags are being added as Meta Keyword tags) and then sending them through to ActiveCampaign.
The way that I have designed the strategy is that if a user interacts with a product containing a keyword tag for at least 30 seconds then that tag will be automatically pushed to ActiveCampaign for the logged in user. In this case, every user has to log in in order to see the product page so we have an easily accessible ActiveCampaign account for the user based on the user’s email address.
We ran into a hitch early on though, we were trying to push these tags directly from Google Tag Manager and then ran into a technical problem.
So basically trying to talk to ActiveCampaign directly from Google Tag Manager is like trying to have a phone conversation with an inmate in a high security prison!
I didn’t believe it at first, but it turns out the issue was mentioned here in the comments on ActiveCampaign’s own website: https://www.activecampaign.com/blog/how-to-setup-activecampaign-event-tracking
Back to the drawing board!
Luckily we discovered another tool called Segment – https://segment.com/docs/destinations/activecampaign/
Segment is basically like the Zapier of personalisation data. It is free for the first 1000 users and talks to ActiveCampaign in a language that ActiveCampaign accepts. Yay!
Segment then passes that page view along to AQctiveCampaign. We have an automation in ActiveCampaign that listens out for that page name and then applies the tag.
These tags are used by ActiveCampaign to work out which emails to send so I didn’t want users to get unlimited numbers of tags. They really should only be tagged with categories they are truly interested in, or it defeats the purpose of tagging them in the first place.
Just in case a user got tagged with too many things, we set up a provision in ActiveCampaign that each time a virtual page view comes in for a specific tag, we start a new timer. The timer automatically removes that tag from that user’s account if they don’t trigger it again within 60 days. It works in this case because the Ecommerce business is a wholesaler and users are expected to return to the website weekly and purchase regularly. If users were only occasionally purchasing this would be far too soon; maybe you’d remove the tag after a year or so in that case.
There are only 30 or so tags tops, so it doesn’t turn into a spamfest with hundreds of different combinations.
We’re still in the testing phase, but so far it looks like the overall idea is working. This client is well on her way to much smarter and more personalised emailing to her customer base, without all the headaches and complexity.