What Is Lytics?

Lytics is a customer data platform (CDP) that centralizes and analyzes customer data from various sources to create unified customer profiles. It helps businesses deliver personalized experiences by leveraging machine learning to predict customer behavior and segment audiences. Lytics integrates with numerous marketing and data tools, enabling marketers to automate and optimize their campaigns across different channels. The platform's ability to unify data and apply predictive insights makes it a powerful tool for enhancing customer engagement and driving business outcomes.

Product Type: Customer Data Platform
Integration Type: Starter Kit
Event Source Type: Web
Event Scope: Full-Funnel Events

Capabilities

Data Transmission: Server-side data is sent to the Lytics endpoint https://api.lytics.io/collect/json/$$STREAM_ID$$ using an HTTP POST request. Data mappings are configured to transform and flatten the input data before transmission, ensuring it adheres to Lytics' requirements.
Event Types Handled - All event types are supported, with logic based on the global parameters.
- This means we don't predefine any specific "standard" events (like Order Completed or Page) in this playbook. Instead, we use general, default rules to map any incoming event.
- Users can still customize individual event structures by editing the events parameters.
Unified Customer Profiles: Server-side data ingested through MetaRouter populates and updates comprehensive customer profiles in Lytics.
Audience Segmentation: Segmentation based on server-side data enables targeting, though it may lack real-time precision.
Predictive Analytics: Server-side data feeds into Lytics' machine learning models for predictive insights, provided essential data points are captured.
Privacy and Compliance: Server-side data can be managed within Lytics to ensure compliance with privacy regulations.

Limitations

In-page Interactions: The integration may not capture specific client-side, in-page interactions or other front-end behaviors such as:
- Page scroll depth
- Mouse movements and hover events
- Form interactions (e.g., field focus, input changes)
- Video engagement (e.g., play, pause, seek actions)

Starter Kit Setup Guide

1. Gather Credentials

Obtain the following:
- Stream ID: Reach out to your Lytics support team for your data stream ID.
- API Key: Follow Lytics' documentation to generate an API Key.

2. Add a Lytics Integration

From the integration library, add a Lytics integration. Then, fill out the Connection Parameters:

Connection Parameter	Description
`STREAM_ID`	Lytics data stream ID.
`API_KEY`	API key generated from Lytics.

3. Configure Event Mapping

MetaRouter provides all of the event mappings that Lytics integrations typically require. You may add custom events, parameters, or mappings in accordance with Lytics's API documentation.

4. Deploy to Pipeline

In the Pipelines tab, add your Lytics integration.
Select the correct integration revision.
Click Add Integration to finalize deployment.

Event Mappings

Global

Global mappings will be applied to all events. If your parameter names do not match the Expected Inputs provided, you will need to overwrite the Inputs provided with your own.

Output Key	Description	Expected Input
`id`	String: A unique event identifier within Lytics, used to distinctly track and manage each event processed in the system.	`messageId`
`user_id`	String: The unique identifier assigned to a user within Lytics, linking all associated events, attributes, and behaviors to this user profile.	`userId`
`previous_id`	String: The identifier used for a user before a profile merge or update, maintaining continuity when a user's profile is updated with a new user_id.	`previousId`
`anonymous_id`	String: A unique identifier for tracking anonymous users before they are identified or authenticated.	`anonymousId`
`original_timestamp`	String: The exact timestamp when the event originally occurred, captured in UTC.	`originalTimestamp`
`received_at`	String: The timestamp when the event was received by the server.	`receivedAt`
`sent_at`	String: The timestamp when the event was sent from the client.	`sentAt`
`timestamp`	String: The general timestamp associated with the event.	`timestamp`
`type`	String: The type of event being tracked (e.g., page view, purchase).	`type`
`event`	String: A specific name of the event that occurred, providing more granular detail than the event type.	`event`
`name`	String: The name associated with the event or action.	`name`
`category`	String: The category to which the event belongs, useful for grouping similar events.	`category`
`context_*`	Object: The `context` object flattened into prefixed fields.	Spread – flattens `context` with a `context` prefix
`traits_*`	Object: The `traits` object flattened into prefixed fields.	Spread – flattens `traits` with a `traits` prefix
`properties_*`	Object: The `properties` object flattened into prefixed fields.	Spread – flattens `properties` with a `properties` prefix

Required & Recommended Identifiers

These identifiers must be mapped to Lytics in order for successful user matching to occur. Without these IDs, any events sent to Lytics may not be accurately reflected in reporting. For your convenience, required and recommended IDs are mapped as Global parameters to ensure they are added to every event.

Attribute	Example	Sync Injector Required?
`user_id`	`user_12345`	No
`previous_id`	`anon_67890`	No
`anonymous_id`	`130161d0-8fee-4167-aa4d-d151eed27c6b`	No

Integration Validation

Coordinate with your Lytics representative, or use the Lytics dashboard, to confirm that events are being received and processed correctly on their backend.

Additional Lytics Documentation