mParticle by Rokt Tag Setup Guide

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

A tag template update is required to use the new identity, attribute, and placement mappings added in the v3 update. Existing mappings continue to work with older templates.

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 API Key: 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) The Rokt custom domain. 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 loads. 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.email_sha256`	String	Hashed email.
`userIdentities.mobile_number`	String	Mobile number in E.164 format.
`userIdentities.mobile_sha256`	String	Hashed mobile number.
`userIdentities.customerid`	String	Customer or account identifier.
`userIdentities.other`	String	(Deprecated) Hashed email. Use `userIdentities.email_sha256` instead.

User attributes

Variable	Type/Values	Description
`firstname`	String	First name.
`firstnamesha256`	String	Hashed first name.
`lastname`	String	Last name.
`lastnamesha256`	String	Hashed last name.
`mobile_number`	String	Mobile number.
`mobilesha256`	String	Hashed mobile number.
`mobile`	String	(Deprecated) Mobile number. Use `mobile_number` instead.
`age`	String	Age.
`gender`	String	Gender.
`city`	String	City.
`state`	String	State.
`zip`	String	Zip code.
`zipsha256`	String	Hashed zip code.
`zip4sha256`	String	Hashed zip code +4.
`billingzipsha256`	String	Hashed billing zip code.
`billingzip4sha256`	String	Hashed billing zip code +4.
`dob`	String	Date of birth.
`title`	String	Title.
`language`	String	Language.
`value`	String	Value.
`predictedltv`	String	LTV.

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`).

Select placements

Variable	Type/Values	Description
`identifier`	String	Rokt placement identifier.
`cartItems`	Array of Objects	Cart line items. Each item is a structured object.

Event-specific parameters

Parameter	Description
`email`	Email
`firstname`	Customer First Name
`lastname`	Customer Last Name
`paymenttype`	Payment Type
`shippingtype`	Shipping Type
`shippingmethod`	Shipping Method
`paymentServiceProvider`	Payment Service Provider
`ccbin`	ccbin
`billingaddress1`	Billing Address
`billingaddress2`	Billing Address 2
`billingzipcode`	Billing Zip Code
`mobile`	Mobile/Cell
`mobile_number`	Mobile Number
`mobilesha256`	Mobile SHA256
`firstnamesha256`	First Name SHA256
`lastnamesha256`	Last Name SHA256
`zipsha256`	Zip SHA256
`zip4sha256`	Zip4 SHA256
`billingzipsha256`	Billing Zip SHA256
`billingzip4sha256`	Billing Zip4 SHA256
`country`	Country
`language`	Language
`age`	Age
`gender`	Gender
`identifier`	Page Identifier
`cartItems`	Cart Items
`pageView`	Page View
`selectPlacements`	Select Placements

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This page was last updated: October 20, 2026