What Is Movable Ink?

Movable Ink specializes in contextual email marketing solutions. It allows marketers to create dynamic, personalized content within emails based on 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.

Product Type: Marketing
Integration Type: Starter Kit & ID Sync
Event Source Type: Web
Event Scope: Full-Funnel Events

Capabilities

Sends server-side behavioral events (page, product, cart, and order lifecycle) to Movable Ink's Customer Data API.
Uses the synced Movable Ink mi_u identifier as the user_id to associate events with Movable Ink profiles.
Supports customizable event payloads, which Movable Ink maps to your account.
Enriches events with product details such as ID, SKU, category, name, price, quantity, and URL.

Considerations

Authentication uses basic auth with your Movable Ink access key ID (username) and access secret (password).
Movable Ink must map every event payload on your Movable Ink account. If you are adding any events, send sample payloads to your Movable Ink service team.
Within each event, required parameters are only required when you are sending that corresponding event.
String fields are truncated to 256 characters and product arrays are limited to 100 items before sending to Movable Ink.
A SHA-256 hashed email (normalized: trimmed and lowercased) can be added as a Global or Event Specific mapping to improve match rates. Discuss mapping this with your Movable Ink service team.

Identity Sync

Sync Available: Yes
Required for Starter Kit: Yes
Prerequisites: None
Documentation: See Additional Movable Ink Sync Documentation

Sync Details

Captures the mi_u value and persists it as a first-party cookie.
The mi_u is used as the user_id for matching events to Movable Ink profiles.
Without this sync, events sent to Movable Ink will be rejected.

Starter Kit Setup Guide

1. Deploy the Movable Ink Sync

To collect the sync values (e.g., mi_u), you must implement a Movable Ink - Customer Data ID sync. Refer to the following documentation to complete the setup: Movable Ink - ID Sync Guide.

2. Gather Credentials

Contact your MetaRouter Customer Experience team and request sample event payloads for every event you plan to pass into Movable Ink.
Contact your Movable Ink team to let them know you are integrating and send them your event payloads for mapping to your account.
Your Movable Ink team will provide the following:
- Endpoint
- Access Key ID
- Access Secret

3. Add a Movable Ink Integration

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

Connection Parameter	Description
`ENDPOINT`	Paste in your full endpoint, including the URL.
`PASSWORD`	Paste your access secret.
`USERNAME`	Paste your access key ID.

4. Configure Event Mapping

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

5. Deploy to Pipeline

In the Pipelines tab, add your Movable Ink integration.
Select the correct integration revision.
Click Add Integration to finalize deployment.

Event Mappings

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	String: The unique identifier of the profile that triggered the event (the `mi_u` ID).	`context.providers.movableInkCustomerData.mi_u`
`anonymousId` Required	String: MetaRouter's anonymous ID, set as a first-party cookie (on web) and persisted across sessions as a consistent user identifier.	`anonymousId`
`timestamp` Required	Number: The time when the event occurred (Unix time).	`timestamp`
`type` Required	String: The type of event.	`type`
`event` Required	String: Designates the event sub-type.	Expression – maps the event name (`product_list_viewed` → `category_viewed`, page → `page_viewed`, other track events lowercased with underscores, otherwise `user_identified`)

Event Specific

Identify

Output Key	Description	Expected Input
`userId`	String: A permanent value unique to each user and stored in your database. Not the same as the `user_id` in Global parameters.	`userId`

Page

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

Products Searched

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

Product List Viewed

Output Key	Description	Expected Input
`properties.id` Required	String: Product list being viewed.	`properties.list_id`
`properties.url`	String: The URL of the page.	`context.page.url`
`properties.category`	String: Product category being viewed.	`properties.category`
`properties.currency`	String: Currency code associated with the transaction.	`properties.currency`
`properties.products`	Array: Builds a list of products, each with product ID, SKU, category, name, price, quantity, and URL.	Expression – maps `properties.products` to product objects

Product Viewed

Output Key	Description	Expected Input
`properties.product_id` Required	String: The unique identifier of the product.	Expression – returns `properties.product_id` or `properties.sku`
`properties.sku`	String: SKU of the product being viewed.	`properties.sku`
`properties.category`	String: Category with which this product is associated.	`properties.category`
`properties.currency`	String: Currency of the transaction.	`properties.currency`
`properties.name`	String: Name of the product being viewed.	`properties.name`
`properties.price`	Number: The product price.	`properties.price`
`properties.quantity`	Number: Quantity of a product.	`properties.quantity`
`properties.url`	String: URL of the product page.	`properties.url`

Product Added

Output Key	Description	Expected Input
`properties.cart_id` Required	String: Cart ID that the product was added to.	`properties.cart_id`
`properties.product_id` Required	String: Database ID of the product.	Expression – returns `properties.product_id` or `properties.sku`
`properties.sku`	String: SKU of the product.	`properties.sku`
`properties.category`	String: Product category.	`properties.category`
`properties.currency`	String: Currency of the transaction.	`properties.currency`
`properties.name`	String: Name of the product.	`properties.name`
`properties.price`	Number: The product price.	`properties.price`
`properties.quantity`	Number: Quantity of a product.	`properties.quantity`
`properties.url`	String: URL of the product page.	`properties.url`

Product Removed

Output Key	Description	Expected Input
`properties.cart_id` Required	String: Cart ID that the product was removed from.	`properties.cart_id`
`properties.product_id` Required	String: Database ID of the product.	Expression – returns `properties.product_id` or `properties.sku`
`properties.sku`	String: SKU of the product.	`properties.sku`
`properties.category`	String: Product category.	`properties.category`
`properties.currency`	String: Currency of the transaction.	`properties.currency`
`properties.name`	String: Name of the product.	`properties.name`
`properties.price`	Number: The product price.	`properties.price`
`properties.quantity`	Number: Quantity of a product.	`properties.quantity`
`properties.url`	String: URL of the product page.	`properties.url`

Cart Viewed

Output Key	Description	Expected Input
`properties.cart_id` Required	String: Cart ID being viewed.	`properties.cart_id`
`properties.total`	Number: Total value across all products in the cart.	Expression – sums price × quantity across `properties.products`
`properties.currency`	String: Currency of the transaction.	`properties.currency`
`properties.products`	Array: Builds a list of products, each with product ID, SKU, category, name, price, quantity, and URL.	Expression – maps `properties.products` to product objects

Order Completed

Output Key	Description	Expected Input
`properties.order_id` Required	String: Order/transaction ID.	`properties.order_id`
`properties.total`	Number: Revenue with discounts and coupons included.	`properties.total`
`properties.revenue`	Number: Revenue associated with the transaction, excluding shipping and tax.	`properties.revenue`
`properties.currency`	String: Currency of the transaction.	`properties.currency`
`properties.products` Required	Array: Builds a list of products, each with product ID, SKU, category, name, price, quantity, and URL.	Expression – maps `properties.products` to product objects

Required & Recommended 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	`6977481`	Yes
`anonymousId` Required	`130161d0-8fee-4167-aa4d-d151eed27c6b`	No
`timestamp` Required	`1675795062761`	No

Integration Validation

Coordinate with your Movable Ink representative to confirm that events are being received and processed correctly on their backend.

Additional Movable Ink Documentation