What Is Movable Ink?

Movable Ink specializes in contextual email marketing solutions. It allows marketers to create dynamic, personalized content within emails based on real-time data such as location, device, and behavior. By delivering relevant and engaging content to each recipient, Movable Ink helps brands improve email engagement, drive conversions, and enhance the overall customer experience.

What are the benefits of integrating MetaRouter with Movable Ink?

Deliver Dynamic, Individualized Content In Real Time: Craft highly personalized content that adapts in real-time to individual user preferences, behaviors, and context. Deliver experiences that transcend generic messaging and resonate deeply with each recipient.
Increase Addressability Exponentially: Go beyond basic demographics and reach users based on their unique needs, interests, and behaviors. No more missed connections – speak directly to your ideal audience.
Boost Campaign Performance: Drive higher engagement, conversion rates, and ROI with privacy-compliant personalization.

Getting Started - From Your Movable Ink Account

Contact your MetaRouter Customer Experience team and request sample event payloads for every event you are planning on passing into Movable Ink.
Contact your Movable Ink team and let them know you are in the process of integrating with Movable Ink and send them your event payloads. Your Movable Ink will need to map these events to your Movable Ink account.
Your Movable Ink team will provide you with the following:
- Endpoint
- Access Key ID
- Access Secret

Getting Started - From Your MetaRouter Account

Adding a Movable Ink - Customer Data integration.

From the integration library, add a Movable Ink - Customer Data integration. Then, fill out the Connection Parameters:

Connection Parameter	Description
`ENDPOINT`	Paste just the alphanumeric string following behavioral/ of the endpoint you received.
`PASSWORD`	Paste your access secret.
`USERNAME`	Paste your key ID.

Adding a Movable Ink Sync

To gather the mi_u value and persist it as the cookie, you must add a Movable Ink - Customer Data sync.

From the Pipelines page, find the pipeline associated with the web property you’d like to add a sync to. Hover over the three-dot dropdown and select “Build AJS File.”
In the Identity Syncs section, select the Movable Ink - Customer Data sync.
Fill out the following fields:
1. Cookie Lifetime (in days) - 370 is best practice
Scroll down and click the Save and Build File button.
Deploy your AJS file to propagate changes to your web property.

Event Mappings

MetaRouter provides all of the event mappings that Movable Ink integrations typically require. You may add custom events, parameters, or mappings following Movable Ink’s API documentation.

NOTE: Movable Ink will need to map every event payload onto your Movable Ink account. If you’re adding any events, please be sure to send sample payloads to your Movable Ink service team.

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
`user_id` Required	Type: String The unique identifier of the profile that triggered this event. In this integration, this is the mi_u ID.	`mi_u`
`anonymousId` Required	Type: String MetaRouter’s anonymous ID for user identification and attribution. This ID is set as a first-party cookie (on web), and is persisted across user sessions to serve as a consistent identifier for the user.	`anonymousId`
`timestamp` Required	Type: Number The time when the event occured (Unix Time).	`timestamp`
`type` Required	Type: String The type of event.	`type`
`event` Required	Type: String Designates the event sub-type.	N/A - Expression

Event Specific

NOTE: The following events are the default for easy access; however, events sent to Movable Ink are customizable. Please be sure to discuss what events you will be sending to Movable Ink with your Movable Ink rep as they will need to map every event to your account. Required parameters are only required if you’re sending the corresponding event.

identify

Output Key	Description	Expected Input
`userId` Optional	Type: String A User ID is a permanent value that should be unique to each user and stored in your database. We recommend generating this value via UUID-4 or deriving it from your own database. This is not the same as user_id as mentioned in Global parameters above.	`userId`

page

Output Key	Description	Expected Input
`properties.title` Optional	Type: String Page title.	`properties.title`
`properties.url` Optional	Type: String Page URL.	`properties.url`

products_searched

Output Key	Description	Expected Input
`properties.query` Required	Type: String Query the user searched with.	`properties.query`
`properties.url` Optional	Type: String The URL of the product.	`context.page.url`

product_list_viewed

Output Key	Description	Expected Input
`properties.id` Required	Type: String Product list being viewed.	`properties.list_id`
`properties.url` Optional	Type: String The URL of the product.	`context.page.url`
`properties.category` Optional	Type: String Product category being viewed.	`properties.category`
`properties.currency` Optional	Type: String Currency code associated with the transaction.	`properties.currency`
`properties.products` Optional	Type: Array An array of product parameters.	N/A - Expression

product_viewed

Output Key	Description	Expected Input
`properties.product_id` Required	Type: String The unique identifier of the product.	N/A - Expression
`properties.sku` Optional	Type: String SKU of the product being viewed.	`properties.sku`
`properties.category` Optional	Type: Array An array of Categories with which this product is associated.	`properties.category`
`properties.currency` Optional	Type: String Currency of the transaction.	`properties.currency`
`properties.name` Optional	Type: String Name of the product being viewed.	`properties.name`
`properties.price` Optional	Type: Number The product price.	`properties.price`
`properties.quantity` Optional	Type: Number Quantity of a product.	`properties.quantity`
`properties.url` Optional	Type: String URL of the product page.	`properties.url`

product_added & product_removed

Output Key	Description	Expected Input
`properties.cart_id` Required	Type: String Cart ID that the product was added to.	`properties.cart_id`
`properties.product_id` Required	Type: String Database ID of the product being viewed.	N/A - Expression
`properties.sku` Optional	Type: String SKU of the product being viewed.	`properties.sku`
`properties.category` Optional	Type: String Product category being viewed.	`properties.category`
`properties.currency` Optional	Type: String Currency of the transaction.	`properties.currency`
`properties.name` Optional	Type: String Name of the product being viewed.	`properties.name`
`properties.price` Optional	Type: Number The product price.	`properties.price`
`properties.quantity` Optional	Type: Number Quantity of a product.	`properties.quantity`
`properties.url` Optional	Type: String URL of the product page.	`properties.url`

cart_viewed

Output Key	Description	Expected Input
`properties.cart_id` Required	Type: String Cart ID that the product was added to.	`properties.cart_id`
`properties.total` Optional	Type: Number Revenue ($) with discounts and coupons included.	N/A - Expression
`properties.currency` Optional	Type: String Currency of the transaction.	`properties.currency`
`properties.products` Optional	Type: Array Products displayed in the product list.	`properties.products`

order_completed

Output Key	Description	Expected Input
`properties.order_id` Required	Type: String Order/transaction ID.	`properties.cart_id`
`properties.total` Optional	Type: Number Revenue ($) with discounts and coupons included.	N/A - Expression
`properties.revenue` Optional	Type: Number Revenue ($) associated with the transaction, excluding shipping and tax.	`properties.revenue`
`properties.currency` Optional	Type: String Currency of the transaction.	`properties.currency`
`properties.products` Required	Type: Array Products displayed in the product list.	`properties.products`

Required Identifiers

These identifiers must be mapped to Movable Ink in order for successful user matching to occur. Without these IDs, any events sent to Movable Ink will be rejected. 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?
`mi_u` Required	`?mi_u=6977481`	Yes
`anonymousId` Required	`130161d0-8fee-4167-aa4d-d151eed27c6b`	No
`timestamp` Required	13 number unix timestamp (`1675795062761`)	No

Recommended Identifiers

These identifiers should be mapped to Movable Ink whenever possible to ensure the highest user match rates possible. If using these identifiers, they must be added as Global or Event Specific mappings. Please discuss adding the following attribute with your Movable Ink service team to properly map to your account.

Attribute	Description	Example
`email` recommended	Lowercase SHA256 hash of normalized email. Trim any leading and trailing spaces. Convert all characters to lowercase.	Before hashing: `[email protected]` After hashing: `542d240129883c019e106e3b1b2d3f3cb3537c43c425364de8e951d5a3083345

Additional Notes & Documentation

To learn more about Movable Ink’s Customer Data API, please review the following Support Center Articles: