Uberflip custom fields for Marketing Automation Platforms explained

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A guide to the custom fields that Uberflip can send data to in your Marketing Automation Platform.


 

What are Uberflip custom fields?

When you integrate your Marketing Automation Platform (MAP) with Uberflip and set up Form CTAs, Uberflip will send the data that leads submit through those Form CTAs to your MAP. Most of this data is commonly collected (i.e. name, email, company, etc.), so your MAP has built-in standard fields to capture it in the lead profile.

But in addition to these standard data points, Uberflip can also send useful Hub-specific data to your MAP, which can tell you about how your leads are interacting with your content. Your MAP doesn't contain the fields to capture this kind of data by default, so it needs to be recorded using custom fields that you can create when setting up the MAP integration.

 

What kind of data is captured in Uberflip custom fields?

Uberflip custom fields capture information about how the lead interacted with content in your Hub, i.e. what kinds of content they viewed and how often, which content Item they converted on, etc. All Uberflip custom fields can be generally grouped into the following four categories:

  • Content Counter Fields: These fields capture an ongoing count of the number of times a lead viewed a particular type of content. Each content type has its own individual counter, e.g. Flipbooks Viewed, Videos Viewed, etc.
  • Lead Source Fields: These fields capture the specific CTA(s) a lead submitted — both the first CTA they ever submitted, and the one they submitted most recently.
  • UF Last Visited Item Fields: These fields capture the Item a lead viewed most recently.
  • UF Conversion Item Fields: These fields capture the content Item that a lead converted on.

Below is a breakdown of all the custom fields Uberflip can create/use:

Custom Field
Category Description

Tweets Viewed

Content Counter Fields Counts the number of Items the lead has viewed of the type Twitter
Articles Viewed Content Counter Fields Counts the number of Items the lead has viewed of the type Blog
Posts Viewed Content Counter Fields Counts the number of Items the lead has viewed of the type Facebook and/or Instagram
Videos Viewed Content Counter Fields Counts the number of Items the lead has viewed of the type Video (includes YouTube, Wistia, Vidyard, etc.)
Flipbooks Viewed Content Counter Fields Counts the number of Items the lead has viewed of the type Flipbook
Presentations Viewed Content Counter Fields Counts the number of Items the lead has viewed of the type Slideshare
Source - Most Recent Lead Source Fields Identifies the Form CTA (by CTA ID) that the lead most recently submitted
Lead Source Lead Source Fields Identifies the first Form CTA (by CTA ID) that the lead ever submitted
uf_last_visited_item_id UF Last Visited Item Fields Identifies the Item (by Item ID) the lead most recently viewed
uf_last_visited_item_title UF Last Visited Item Fields Identifies the Item (by title) the lead most recently viewed
uf_conversion_item_id UF Conversion Item Fields Identifies the Item (by Item ID) associated with the Form CTA that the lead submitted (either gating or show beside)
uf_conversion_item_title UF Conversion Item Fields Identifies the Item (by title) associated with the Form CTA that the lead submitted (either gating or show beside)

Note

  • All fields are relative to a specific Hub, and the Hub ID is indicated in the field name. If you have multiple Hubs connected to a MAP, you will have multiple instances of these fields (one for each Hub).
  • Most MAPs that integrate with Uberflip handle these fields in a broadly similar way. However, if you use Oracle Eloqua, note that it handles fields somewhat differently from other MAPs. For more details, see this article.

 

How and when are these custom fields updated?

Below are the details on how and when Uberflip will update custom fields, by category:

Content Counter Fields

  • All Content Counter fields are updated only for known visitors (i.e. a lead who has previously filled out a Form CTA and whose browser has a cookie from your MAP).
  • Whenever a known visitor views a content Item of a particular type, the corresponding Content Counter for that type is incremented by one.
  • Content Counters do not count views of Items by leads before they became known, or if they are browsing without a MAP cookie (i.e. if they cleared browser cookies or are browsing incognito).

Lead Source Fields

  • The Lead Source field is updated when a visitor submits a Form CTA for the first time (thereby becoming a lead). It always reflects the first Form CTA submitted by a lead, and is therefore never updated again once it has been set.
  • The Lead Source and Lead Source - Most Recent fields will be updated together the first time a visitor submits a Form CTA, and will initially identify the same CTA.
  • Whenever a lead (who has submitted at least one Form CTA) subsequently submits another Form CTA, the Lead Source - Most Recent field is updated.

UF Last Visited Item Fields

  • The uf_last_visited_item_title and uf_last_visited_item_id fields are updated:
    • Any time a known visitor views an Item.
    • When an unknown visitor submits a Form CTA for the first time.
  • These fields are updated together, and will always match (i.e. will always identify the same Item).
  • These fields will be updated only when a visitor views an Item page (i.e. a blog post, PDF, video, etc.). They will not be update on visits to Hub home pages or Stream pages.

Note: Uberflip Item IDs

Every Item created in your Hub has a unique 9-digit ID. This ID is the same regardless of the Stream or Hub the Item is placed in. To find the ID of an Item, edit the Item in the Uberflip app, then look at the URL in your browser's address bar. The ID is the the 9-digit number located between two other strings of numbers:

itemid.png

UF Conversion Item Fields

  • The uf_conversion_item_title and uf_conversion_item_id fields are updated whenever a visitor submits a Form CTA that gates or is shown beside an Item.
  • These fields are updated together, and will always match (i.e. will always identify the same Item).
  • These fields will not be updated if a lead fills out a Form CTA in a Stream, or if a form is directly embedded into Uberflip from the MAP using an iFrame (rather than presented through a Form CTA).
  • Additionally, the UF Conversion Item fields will also update without a Form CTA submission if the following conditions are met:
    • The visitor in question is known in your MAP (i.e. a lead who has previously filled out a Form CTA and whose browser has a cookie from your MAP)
    • The visitor is fully profiled (has completed all available form fields on the Form CTA if Progressive Profiling is on)
    • The visitor views an Item gated with a Form CTA
    • The Never hide this CTA option is turned off on that Form CTA
  • If all of the above conditions are met, the visitor will not be shown the Form CTA, but the UF Conversion Item fields will still be updated as though they had submitted a Form CTA. If any of the above conditions are not met, then these fields will not be updated.

Exception: Always Update Conversion Item Fields option

Under Hub Options > Advanced > Calls-to-Action, the option Always Update Conversion Item Fields will be enabled (checked) by default. If you disable (uncheck) this option, the UF Conversion Item fields will be updated only on the initial conversion and never updated thereafter.

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