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What is a merge tag in the Everest tracking pixel settings?

Manuel Leyva

A merge tag (or personalization tag, replacement token, etc.) is a dynamic field provided by your email service provider to inject dynamic content into your campaigns.

Examples:

  • Act-On: {{Email-Address}}
  • Adobe Campaign: <%= message.campaign_id %> (Adobe Campaign)
  • Bronto: %%!message_id%%
  • Constant Contact: $SUBSCRIBER.EMAIL$
  • MailChimp: *|EMAIL|*, *|CAMPAIGN_UID|*
  • Marketo: {{lead.Email Address:default=noemail}}
  • Salesforce Marketing Cloud: %%emailaddr%%

Your tracking pixel is designed to track two merge tags: email address and campaign ID. The email address merge tag helps us track recipient-level engagement data, while the campaign ID helps us sort the information for you on the backend.

When setting up your tracking pixel, Everest have a number of ESPs already included that you can select from the dropdown menu. If your ESP doesn't exist on our list, you can ask for its inclusion by submitting a request to Validity Support.

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