Snowplow Tag Setup Guide

Tag Tips

• Supports the E-Commerce extension

• Use mapping to:

  • Dynamically override the standard configuration values
  • Dynamically override the E-Commerce extension values
  • Trigger Structured Event tracking
  • Trigger Unstructured Event tracking

• Structured and Unstructured Event tracking is triggered when the Structured/Unstructured Event Action is defined via mapping.

Tag Configuration

First, go to the tag marketplace and add the Snowplow tag (Learn more about how to add a tag).

After adding the tag, configure the following settings:

• Code Version

  • Select a tag version (2.18.2, 3.1.2, or 3.23.0)

• Title

  • Assign a unique name when using multiple tags by the same vendor.

• Snowplow Object (Required)

  • A unique name for your global Snowplow object.
  • The Snowplow object name is defined as window.snowplow.name.

• Snowplow Base URL (Required)

  • URL representing the Snowplow tracker with version.
  • Example format: //d1fc8wv8zag5ca.cloudfront.net/x.xx.x/sp.js

• Tracker Namespace (Required)

  • The namespace for your Snowplow tracker.
  • Use data mapping to dynamically override this value.

• Tracker End Point (Required)

  • The collector end point URI for your Snowplow tracker.
  • Use data mapping to dynamically override this value.

• Cookie Domain

  • The top level domain your cookies should be set at.
  • Example .mysite.com.
  • Use data mapping to dynamically override this value.

• Enable Link Tracking

  • Add event listeners to your link clicks.
  • Possible values are True or False.
  • Use data mapping to dynamically override this value.

• Enable Activity Tracking

  • Enable ‘page ping’ events to track user activity on the page.
  • Possible values are True or False.
  • Use data mapping to dynamically override this value.

• Enable Error Tracking

  • Track unhandled exceptions in your JavaScript code.
  • Possible values are True or False.
  • Use data mapping to dynamically override this value.

• Enable Preserve Page View

  • Regenerate the webpage context only when the whole HTML page is loaded.
  • Possible values are True or False.
  • Use data mapping to dynamically override this value.

• Publish Locations

  • The tag will only be published to the locations selected: Dev, QA, Prod, or Custom.

• Advanced Settings

  • Descriptive notes about this tag and how it is used within your organization.

Load Rules

Load Rules determine when and where to load an instance of this tag on your site.

Recommended Load Rule: All Pages

Data Mappings

Mapping is the process of sending data from a data layer variable to the corresponding destination variable of the vendor tag. For instructions on how to map a variable to a tag destination, see data mappings.

The destination variables for the Snowplow tag are built into its Data Mapping tab. Available categories are:

Standard

Destination Name	Description
customURL	Custom URL Set a custom URL for the page.
referrerURL	Custom Referrer URL. Set a custom URL for the referrer.
pageTitle	Page Title Set the title of the page.
cookieTimeOut	Cookie Time Out Set the time (in seconds) that the session cookie should remain active. Default is 30 minutes (1800 seconds).
enableAT	Enable Activity Tracking Enable page ping events to track user activity on the page. Value Options: true or false
minimumVisitLength	Minimum Visit Length Set the the time between page load and the first page ping, in seconds.
heartBeat	Heartbeat Set the time between page pings, in seconds.
enableET	Enable Error Tracking Track unhandled exceptions in your JavaScript code. Value Options: true or false
preservePageView	Preserve Page View Regenerate the webpage context only when the whole HTML page is loaded. Value Options: true or false

Tracker

Destination Name	Description
trk_namespace	Tracker Namespace The namespace for your Snowplow tracker. Use to override the configuration settings. Use this to dynamically override the configuration value.
trk_endpoint	Tracker End Point The collector end point URI for your Snowplow tracker. Use this to dynamically override the configuration value.
trk_cookieDomain	Cooklie Domain The top level domain your cookies should be set at. Use this to dynamically override the configuration value.
trk_cookieName	Coolie Name Set the base name for the Snowplow cookies. Default value is sp.
trk_appId	App ID Set the application ID for your tracker events. You can send different IDs from different pages to distinguish events
trk_platform	Platform Set the platform type for your tracker. Default value is web. For value options, see Potential platform values
trk_send	Sending Tracker String/Array Namespace value to identify multiple items from the same source (such as ads). When populated it is attached to page views, ad impressions, ad conversions, ad clicks, and link clicks.
trk_encodeBase64	Use Encode Base 64 Set whether self-describing events and custom contexts are encoded into base64. Default is true. Value Options are true or false.
trk_respectDoNotTrack	Respect Do Not Track Set whether the browser Do Not Track option is respected. Default value is false. Value Options are true or false
trk_userFingerprint	User Finger Print Set whether Snowplow generates a user fingerprint based on browser features. Default value is true. Value Options are true or false
trk_userFingerprintSeed	User Finger Print Seed Set the hash seed used to generate the user fingerprint. Default is 123412414
trk_pageUnloadTimer	Page Unload Timer Set the time period (in milliseconds) to wait before unloading the page after an event has been fired. Default 500 milliseconds.
trk_forceSecure	Force Secure Tracker Set tracker to force https even if the current page is http. Default value is false. Value Options are true or false
trk_sendAsPost	Send as POST Set events using a POST request instead of a GET request. Default value is false. Value Options are true or false
trk_bufferSize	Buffer Size Set the size of the buffer for batching events when using POST. Default value is 1.
trk_maxPostBytes	Max POST Bytes Set the maximum size of POST requests sent to the Collector (in bytes). Default value is 40,000 bytes.
trk_storageStrategy	State Storage Strategy Set the strategy for storing the tracker’s state. Default cookie. Value Options: cookie, localStorage, or none
trk_cookieLifetime	Cookie LIfetime Set the retention time (in seconds) for the domain-specific visitor cookie. Default value is 2 years. There are 86,400 seconds in a day.
trk_contextVendor	Context Editor Array Set an array of predefined contexts to automatically send with every event. Vendor options

E-Commerce

Since the Snowplow tag is e-commerce enabled, it automatically uses the default E-Commerce extension mappings. Manually mapping in this category is generally not needed unless you want to override extension mappings or your desired e-commerce variable is not offered in the extension.

Destination Name	Description
order_id	Order ID Use this to override the default e-commerce value _corder.
order_total	Order Total Use this to override the default e-commerce value _ctotal.
order_shipping	Order Shipping Amount Use this to override the default e-commerce value _cship.
order_tax	Order Tax Amount Use this to override the default e-commerce value _ctax.
order_store	Order Store Use this to override the default e-commerce value _cstore.
order_currency	Order Currency Use this to override the default e-commerce value _ccurrency.
customer_id	Customer ID Use this to override the default e-commerce value _ccustid.
customer_city	Customer City Use this to override the default e-commerce value _ccity.
customer_state	Customer State Use this to override the default e-commerce value _cstate.
customer_country	Customer Country Use this to override the default e-commerce value _ccountry.
product_name	List of Product Names Array Use this to override the default e-commerce value _cprodname.
product_sku	List of Product SKUs Array Use this to override the default e-commerce value _csku.
product_category	List of Product Categories Array Use this to override the default e-commerce value _ccat.
product_quantity	List of Product Quantities Array Use this to override the default e-commerce value _cquan.
product_unit_price	List of Product Unit Prices Array Use this to override the default e-commerce value _cprice.
ecm_schema	Transaction Context Schema The JSON schema describing the context. Must be present in an Iglu library.
ecm_context.data	Transaction Context Data Data values to be tracked by the context. Replace the data in ecm_context.data with the name associated with your value when mapping.
ecm_contextObj	Transaction User-Defined Content A custom context object with schema and data properties.

Link Tracking

Destination Name	Description
enableLCT	Enable Link Click Tracking Add event listeners to your link clicks. Value Options are true or false.
ltr_blacklist	Blacklist String/Array A list of CSS classes that should be ignored by the link click tracker. All other links will be tracked.
ltr_whitelist	Whitelist String/Array A list of CSS classes that should be tracked by the link click tracker. All other links will be ignored.
ltr_filter	Filter A function (or function reference) which should return either true or false. All items returning true will be tracked.
ltr_pseudoClicks	Pseudo Clicks Set whether middle clicks should be recognized as a click event. Default value is false. Value Options are true or false.
ltr_clickContent	Click Content Set whether click events should capture the innerHTML of the link. Value Options are true or false
ltr_url	URL For manually-tracked events. Set the target URL.
ltr_elementId	Element ID For manually-tracked events. Set the link ID for the element.
ltr_elementClasses	Element Classes Array For manually-tracked events. Set the link classes for the element.
ltr_elementTarget	Element Target For manually-tracked events. Set the link target for the element.
ltr_elementClickContent	Element Click Content Array For manually-tracked events. Set the link content for the element.
ltr_schema	Context Schema String The JSON schema describing the context. Must be present in an Iglu library.
ltr_context.data	Context Data Data values to be tracked by the context. Replace the data in ltr_context.data with the name associated with your value when mapping.
ltr_contextObj	User-Defined Context A custom context object with schema and data properties.

Ad Tracking

Destination Name	Description
adtracking	Ad Tracking Set the type of ad being tracked. Ad events will only fire if this is populated. Value Options are impression, click, or conversion.
ad_impressionId	Impression ID Set the identifier for the current impression instance.
ad_costModel	Cost Model Set the cost model for your campaign. Value Options: cpc, cpm, or cpa
ad_cost	Cost Set the cost for the ad.
ad_targetUrl	Target URL Set the destination URL for the ad.
ad_bannerId	Banner ID Set the adserver identifier for the ad.
ad_zoneId	Zone ID Set the adserver identifier for the zone where the ad is located.
ad_advertiserId	Advertiser ID Array Set the adserver identifier for the advertiser the campaign belongs to.
ad_campaignId	Campaign ID Set the adserver identifier for the campaign the banner belongs to.
ad_clickId	Click ID Set the identifier for the current click instance.
ad_conversionId	Conversion ID Set the identifier for the current conversion instance.
ad_category	Category Set the category for the conversion.
ad_action	Action Set the type of user interaction for the conversion.
ad_property	Property Set the object description for the conversion.
ad_initialValue	Initial Value Set the initial worth of the conversion.
ad_schema	Context Schema String The JSON schema describing the context. Must be present in an Iglu library.
ad_context.data	Context Data Data values to be tracked by the context. Replace the data in ad_context.data with the name associated with your value when mapping.
ad_contextObj	User-Defined Context A custom context object with schema and data properties.

Page View Custom Context

Destination Name	Description
cc_schema	Context Schema String The JSON schema describing the context. Must be present in an Iglu library.
cc_context.data	Context Data Data values to be tracked by the context. Replace the data in cc_context.data with the name associated with your value when mapping.
cc_contextObj	User-Defined Context A custom context object with schema and data properties.

Social Tracking

Destination Name	Description
sot_action	Action The action performed by the user.
sot_network	Social Network The network the user interacted with.
sot_target	Target The object the performed action is on.
sot_schema	Context Schema String The JSON schema describing the context. Must be present in an Iglu library.
sot_context.data	Context Data Data values to be tracked by the context. Replace the data in sot_context.data with the name associated with your value when mapping.
sot_contextObj	User-Defined Context A custom context object with schema and data properties.

Form Tracking

Destination Name	Description
enableFormTracking	Enable Form Tracking Set whether form changes and submissions should be tracked. Value Options are true or false.
ftr_formBlacklist	Forms Custom Blacklist Array A list of form CSS classes that should be ignored by the form tracker. All other links will be tracked. Examples: login form, request form
ftr_formWhitelist	Forms Custom Whitelist Array A list of form CSS classes that should be tracked by the form tracker. All other links will be ignored. Examples: login form, request form
ftr_fieldBlacklist	Fields Custom Blacklist Array A list of field CSS classes that should be ignored by the form tracker. All other links will be tracked. Examples: password field, email field
ftr_fieldWhitelist	Fields Custom Whitelist Array A list of field CSS classes that should be tracked by the form tracker. All other links will be ignored. Examples: password field, email field
ftr_filterForm	Custom Form Filter Function A function (or function reference) which should return either true or false. All items returning true will be tracked.
ftr_filterField	Custom Field Filter Function A function (or function reference) which should return either true or false. All items returning true will be tracked.
ftr_ctmConfig	User-Defined Config A custom configuration object with the above properties. Use in place of the individual properties.

Cart Tracking

Destination Name	Description
cartTracking	Cart Tracking Set the type of cart event being tracked. Cart events will only fire if this is populated. Value Options are cart_add or cart_remove.
cart_sku	Cart Item SKU The SKU of the item being moved in the cart.
cart_name	Cart Item Name The name of the item being moved in the cart.
cart_category	Cart Item Category The category of the item being moved in the cart.
cart_price	Cart Item Unit Price The price of the item being moved in the cart.
cart_quantity	Cart Item Quantity The quantity of the item being moved in the cart.
cart_currency	Cart Item Currency The currency of the item being moved in the cart.
cart_schema	Context Schema String The JSON schema describing the context. Must be present in an Iglu library.
cart_context.data	Context Data Data values to be tracked by the context. Replace the data in cart_context.data with the name associated with your value when mapping.
cart_contextObj	User-Defined Context A custom context object with schema and data properties.

Site Search Tracking

Destination Name	Description
sst_terms	Search Terms Array A list of terms used in the site search. Search events will only fire if this is populated.
sst_filters	Search Filters A JSON object defining the filter types and terms.
sst_totalResults	Total Results Found The total number of results found for the search
sst_pageResults	First Page Results The number of results displayed on the first page.
sst_schema	Context Schema String The JSON schema describing the context. Must be present in an Iglu library.
sst_context.data	Context Data Data values to be tracked by the context. Replace the data in sst_context.data with the name associated with your value when mapping.
sst_contextObj	User-Defined Context A custom context object with schema and data properties.

Structured Event

Destination Name	Description
stctCat	Category The name of the group of objects you are tracking.
stctActn	Action Name The name of the user interaction for the objects you are tracking.
stctLabel	Label An additional name which identifies the specific object you are tracking.
stctProp	Property An additional item describing the object or action performed on it.
stctVal	Value An additional decimal number describing the user interaction.
stc_schema	Context schema String The JSON schema describing the context. Must be present in an Iglu library.
stc_context.data	Context Data Data values to be tracked by the context. Replace the data in stc_context.data with the name associated with your value when mapping.
stc_contextObj	User-Defined Context A custom context object with schema and data properties.

Unstructured Event

Destination Name	Description
unstctDataSchema	Schema The JSON schema describing the event. Must be present in an Iglu library.
unstctData.data	User-Defined Data Data values to be tracked by the event. Replace the data in unstctData.data with the name associated with your value when mapping.
unstctDataObj	User-Defined Data Object A custom configuration object with the above properties. Use in place of the individual properties.
stc_schema	Context Schema String The JSON schema describing the context. Must be present in an Iglu library.
nstc_context.data	Context Data Data values to be tracked by the context. Replace the data in unstc_context.data with the name associated with your value when mapping.
unstc_contextObj	User-Defined Context A custom context object with schema and data properties.

Consent Tracking

Destination Name	Description
consentGranted	User Granted Consent Used to track a user opting into data collection. A consent document context is attached to the event if at least the id and version arguments are supplied.
consentWithdrawn	User Withdrew Some Consent Used to track a user withdrawing consent for data collection. A consent document context is attached to the event if at least the id and version arguments are supplied.
allConsentWithdrawn	User Withdrew All Consent Specifies whether all consent should be withdrawn.
con_documentId	Consent Document ID The consent document is a custom context storing the arguments supplied to the method (in both granted and withdrawn events, this is: id, version, name, and description). In either consent method, additional documents can be appended to the event by passing an array of consent document self-describing JSONs in the context argument.
con_documentVer	Consent Document Version Required Version of the document granting consent
con_documentName	Consent Document Name Name of the consent document.
con_documentDesc	Consent Document Description Description of the consent document.
con_documentExpiry	Consent Document Expiration Specifies that the user consents to the attached documents until the date-time provided, after which the consent is no longer valid.
unstc_schema	Context Schema String The JSON schema describing the context. Must be present in an Iglu library.
nstc_context.data	Context Data Data values to be tracked by the context. Replace the data in unstc_context.data with the name associated with your value when mapping.
con_contextObj	User-Defined Context A custom context object with schema and data properties.

Vendor Documentation

• SnowPlow Javascript Tracker documentation