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Which Jinja variables should I use for external tracking IDs?

Updated

External tracking IDs are values added to third-party URLs so tools like Movable Ink or analytics platforms can identify which customer and which campaign generated the render, open, or click.

In Bloomreach, Jinja is the {{ ... }} code placed directly into the URL. Bloomreach then fills that placeholder with the actual value from the customer profile or campaign context.

IDs vs attributes

For customer identifiers, prefer customer_ids.* when the value is a real external/customer ID configured in Bloomreach. This is usually the better source of truth for external tracking, because external IDs are meant to map the customer to outside systems. Use customer.* only if the value is stored as a normal profile attribute instead.

How to use them

  • customer_ids.* = customer ID / soft ID

  • customer.* = regular customer attribute

  • scenario['id'] = scenario or email campaign ID

  • action['name'] = action node name, or email campaign name

If the same identifier may exist both as a customer ID and as a profile attribute, use a fallback:

{{ customer_ids.email_id if customer_ids.email_id else customer.email }}

To add it to a URL, place the Jinja expression directly into the parameter value. Example:

https://example.com/track?mi_u={{ customer_ids.contact_id if customer_ids.contact_id else customer.contact_id }}&mi_ecmp={{ scenario['id'] }}&mi_name={{ action['name'] }}

In the above example: 

  • mi_u sends the customer identifier.

  • mi_ecmp sends the campaign/scenario ID.

  • mi_name can send the campaign or action name.