What is Feathr ID?
Feathr ID is a module that can be added to any Feathr account to enhance the data capture capabilities of the Super Pixel. It enables you to track specific behaviors beyond the page view and even de-anonymize some of your audience. Feathr ID helps you to do more targeted marketing and produces more accurate reporting.
How does it work?
Our Implementation Engineers write custom code, then place it on your site wherever relevant activities take place. Using a Google Tag Manager (GTM) container, we can place additional Feathr code without more requests to your organization’s web team. GTM does not give us access to your site settings or underlying code. Reference our help desk articles linked in the steps outlined below:
- Start by creating a GTM container and placing it on all applicable pages
- Invite our team to edit the container
- Submit a custom data request from our Implementation Wizard
- Create Segments using your new custom fields
Feathr ID can collect information about your audience ranging from purchase activity to personal identifiers, but we have a few recommendations to get the most out of the module. First, focus on the Segments you plan to create with each new custom data field. While you could collect information about what your event attendees select as their evening meal, (if that is a field on your registration form) ask yourself if you would market to omnivores differently than vegetarians.
Many Feathr customers are excited about the ability to reveal personal identifiers like name and email to replace our colorful bird placeholders. These data can be useful to segment by organizational email or verify specific activities, but remember that we can only collect information that is entered on our site after the implementation request process is complete, and this is not a replacement for your registration roster or CRM.
The most common uses for Feathr ID are:
- Tracking conversions when there is not a unique confirmation page
- Segmenting by attributes like Membership Status, Employer, or Industry
- Segmenting by activities like ticket type purchased
- Tracking individual items from an online shopping cart
Be sure to give your custom fields descriptive names and, if needed, descriptive values. For example, you may want to collect registration confirmation. Your field would be called "REG_CONFIRM" and your value would be "CookieCon 2022". You may want to collect membership status and type. Your field would be "MEMBERSHIP_STATUS" with values "Member" or "Nonmember" and another field "MEMBERSHIP_TYPE" with values "1 Year Gold", etc.
The Feathr Implementation Engineers will do their best to capture the data as requested. Where this is not possible, they will reach out through Zendesk to clarify what can or should be captured.