What Is Lytics?

Lytics is a customer data platform (CDP) that centralizes and analyzes customer data from various sources to create unified customer profiles. It helps businesses deliver personalized experiences by leveraging machine learning to predict customer behavior and segment audiences in real-time. Lytics integrates with numerous marketing and data tools, enabling marketers to automate and optimize their campaigns across different channels. The platform's ability to unify data and apply predictive insights makes it a powerful tool for enhancing customer engagement and driving business outcomes.

What are the benefits of integrating MetaRouter with Lytics?

Enhanced Data Accuracy: MetaRouter's server-side integration ensures that data sent to Lytics is collected and transmitted with high fidelity, reducing the risk of data loss or inaccuracies that can occur with client-side tracking methods.
Flexible Data Routing: MetaRouter allows you to easily route and transform data before it reaches Lytics, providing flexibility in how data is processed and integrated. This ensures that the data entering Lytics is tailored to meet specific business needs and use cases.
Improved Compliance and Security: MetaRouter enables organizations to manage and control their data routing in a way that aligns with privacy regulations and security standards, ensuring that sensitive customer data sent to Lytics is handled securely and in compliance with applicable laws.

Capabilities and Considerations

Data Transmission: Server-side data is sent to the Lytics endpoint https://api.lytics.io/collect/json/$$STREAM_ID$$ using an HTTP POST request. Data mappings are configured to transform and flatten the input data before transmission, ensuring it adheres to Lytics' requirements.
Event Types Handled - All event types are supported, with logic based on the global parameters.
- This means we don’t predefine any specific “standard” events (like Order Completed or Page) in this playbook. Instead, we use general, default rules to map any incoming event.
- Users can still customize individual event structures by editing the events parameters.
Unified Customer Profiles: Server-side data ingested through MetaRouter populates and updates comprehensive customer profiles in Lytics.
Audience Segmentation: Segmentation based on server-side data enables targeting, though it may lack real-time precision.
Predictive Analytics: Server-side data feeds into Lytics' machine learning models for predictive insights, provided essential data points are captured.
Privacy and Compliance: Server-side data can be managed within Lytics to ensure compliance with privacy regulations.

Limitations

In-page Interactions: The integration may not capture specific client-side, in-page interactions or other front-end behaviors such as:
- Page scroll depth
- Mouse movements and hover events
- Form interactions (e.g., field focus, input changes)
- Video engagement (e.g., play, pause, seek actions)

Getting Started - From Your Lytics Account

Obtain the following:

Stream ID - Please reach out to your Lytics support team for your data stream ID.
API Key - Please see here for a guide on how to generate an API Key.

Getting Started - From Your MetaRouter Account

Adding a Lytics integration.

From the integration library, add a Lytics integration. Then, fill out the Connection Parameters:

Connection Parameter	Description
`STREAM_ID`	Lytics data stream ID.
`API_KEY`	API key generated from Lytics.

Event Mappings

MetaRouter provides all of the event mappings that Lytics integrations typically require. You may add custom events, parameters or mappings in accordance with Lytics’s API documentation.

Global

Global mappings will be applied to all events. If your parameter names do not match the Expected Inputs provided, you will need to overwrite the Inputs provided with your own.

Output Key	Description	Expected Input
`id`	String: A unique event identifier within Lytics. This ID is used to distinctly track and manage each event that is processed in the system.	`messageId`
`user_id`	String: The unique identifier assigned to a user within Lytics, enabling the platform to link all associated events, attributes, and behaviors to this specific user profile.	`userId`
`previous_id`	String: The identifier used for a user before a profile merge or update. It helps maintain continuity and data integrity when a user’s profile is updated with a new user_id.	`previousId`
`anonymous_id`	String: A unique identifier for tracking anonymous users before they are identified or authenticated. This ID is crucial for capturing pre-login behavior and linking it to the user's profile upon identification.	`anonymousId`
`original_timestamp`	String: The exact timestamp when the event originally occurred, captured in UTC. Lytics uses this timestamp to ensure accurate event sequencing and time-based analytics.	`originalTimestamp`
`received_at`	String: The timestamp when the event was received by the server, typically used for processing or tracking delays.	`receivedAt`
`sent_at`	String: The timestamp when the event was sent from the client, used to track client-server latency.	`sentAt`
`timestamp`	String: The general timestamp associated with the event, often used for sorting and chronological analysis.	`timestamp`
`type`	String: The type of event being tracked (e.g., page view, purchase). This helps categorize and differentiate various interactions.	`type`
`event`	String: A specific name of the event that occurred, providing more granular detail than the event type.	`event`
`name`	String: The name associated with the event or action, often used in more detailed tracking.	`name`
`category`	String: The category to which the event belongs, useful for grouping similar events.	`category`

Required Identifiers

These identifiers must be mapped to Lytics in order for successful user matching to occur. Without these IDs, any events sent to Lytics may not be accurately reflected in reporting. For your convenience, required and recommended IDs are mapped as Global parameters to ensure they are added to every event.

Attribute	Example	Sync Injector Required?
`user_id`	user_12345	No
`previous_id`	anon_67890	No
`anonymous_id`	130161d0-8fee-4167-aa4d-d151eed27c6b	No