mParticle by Rokt Tag Setup Guide

This article describes how to set up the mParticle by Rokt tag in your Tealium iQ Tag Management account.

Tag Tips

Use mappings to:

Set up event triggers
Map event-specific parameters to Event Names
Dynamically override standard config values
Dynamically override E-Commerce extension values

Tag Configuration

Go to the tag marketplace to add a new tag. For more information, see About tags.

When adding the tag, configure the following settings:

mParticle Account ID: Your mParticle API Key.
Development Mode: Set development mode to true for non-production environments.
Send Page View: Set to true to automatically track page view events each time the tag loads.
First-Party Domain: (Optional) If you use the Rokt first-party domain integration, enter your custom domain. For example: rkt.yourcompany.com.

Load Rules

Load the tag on all pages or set conditions for when your tag will load. For more information, see About load rules.

Data Mappings

Mapping is the process of sending data from a data layer variable to the corresponding destination variable of the vendor tag. For more information, see About data mappings.

The available categories are:

Tag Configuration

Variable	Type/Values	Description
`account_id`	String	mParticle account ID.
`isDevelopmentMode`	Boolean	Development mode.
`domain`	String	First-party domain.

User Identities

Variable	Type/Values	Description
`userIdentities.email`	String	Email.
`userIdentities.other`	String	Hashed email

User Attributes

Variable	Type/Values	Description
`firstname`	String	First name
`lastname`	String	Last name
`mobile`	String	Mobile number.
`age`	String	Age.
`gender`	String	Gender.
`city`	String	City.
`state`	String	State.
`zip`	String	Zip code.
`dob`	String	Date of birth.
`title`	String	Title.
`language`	String	Language.
`value`	String	Value.
`predictedltv`	String	LTV.
`cartItems`	Array of Strings	Cart items array.

Page View Attributes

Variable	Type/Values	Description
`pageName`	String	Page name.
`url`	String	URL.

E-Commerce

Variable	Type/Values	Description
`confirmationref`	String	Confirmation number (Overrides `_corder`).
`amount`	String	Amount (Overrides `_csubtotal`).
`currency`	String	Currency (Overrides `_ccurrency`).

Event-specific Parameters

To map events, refer to Create an event mapping

Event	Description
`email`	Email.
`firstname`	Customer first name.
`lastname`	Customer last name.
`paymenttype`	Payment type.
`shippingtype`	Shipping type.
`ccbin`	Credit card BIN.
`billingaddress1`	Billing address.
`billingaddress2`	Billing address line 2.
`billingzipcode`	Billing zip code.
`mobile`	Mobile/cell.
`country`	Country.
`language`	Language.
`age`	Age.
`gender`	Gender.
`identifier`	Page identifier.
`cartItems`	Cart items array.
`pageView`	Page view.
`selectPlacements`	Select placements.

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This page was last updated: November 5, 2025