About Connectors

About Connectors

by on ‎03-02-2017 05:20 PM - edited on ‎09-27-2017 09:25 AM by (2,431 Views)

A Connector is a technical integration to transmit data between Tealium and another vendor. Each Connector has a Source of data, either visitor or event, that fuels its behavior. That data is passed to an Action based on Mappings that translate the Tealium data into the format expected by the vendor.

This article explains more about Connectors and provides general instructions for configuration.

The following topics are covered:

Table of Contents Placeholder



An Action is a vendor operation, like triggering an email, building a custom audience, or managing leads. Actions vary depending on the vendor service. Many Actions can be associated with a single Connector.


Source indicates the origin of the visitor data being acted upon. You can set it to be an Audience or a Stream (aka Live Events; requires EventStream service)

source audience and stream.png

Frequency Cap

A Connector Action performs in real-time, but some Actions are designed to have a wait period before they are triggered. The Frequency Cap allows you to set a downtime period for Actions so they don't trigger immediately. Learn more about Frequency Capping and Prioritization

Adding a New Connector

  1. In your AudienceStream profile, go to Act > Connector Marketplace.
  2. Search for the Connector of choice. There are two ways to do this: use the search toolbar at the top-right or use the filters in the left panel to narrow down the Connectors listing.
  3. Click on Add Connector. The Connector settings will appear next.

Configure Settings

Before creating Actions, you must hook up Tealium to the vendor service. 

  1. In the Configure tab, enter a suitable title.
  2. Provide login credentials/token, account ID, and other information required for establishing connection with the vendor service(s).
  3. (Optional) Provide additional notes about this configuration.

Click Next to go to the Actions tab

Action Settings

  1. In the Actions tab, select your desired Action from the dropdown. This list will vary depending on Connector.
  2. Action Name: Provide a name for the Action instance.
  3. Frequency Cap: Turn ON this toggle if you wish to set cooldown hours for the Action instance. Learn more about Frequency Capping and Action Prioritization.
  4. Source: Choose the target Audience (or Stream) you want to take action on.

    Stream targeting is possible in EventStream enabled Connectors only.

  5. Complete the remaining settings as applicable. These will vary depending on the Connector.
  6. Repeat to add more Actions.
  7. When you are done, save and publish your profile.

You are all set! The Action(s) will fire when the trigger conditions are fulfilled.

Mapping Attributes

A Connector sends data to a vendor according to the configured Mappings. Mappings serve as a translation between the Tealium Attribute names and the parameter names expected by the vendor. To map an Attribute,

  1. Select an Attribute from the Map dropdown
  2. Select an endpoint from the To dropdown list. Or you may enter a custom name instead if the vendor supports custom endpoints.

 Often times, the To option is preselected, which means you are required to send data to that endpoint.

Example Mappings:

mapping to vendor.png

The Map dropdown is populated based on the Source you select. Choosing an Audience source, for example, displays all visit- and visitor-scoped Attributes but no event Attributes.

WHEN Condition

Connectors that send Audience data are controlled by WHEN conditions related to the behavior of the Audience that determine when to fire an Action.

Select one of the following conditions:

  • Joined Audience - Trigger the Action whenever a visitor joins the Audience (eg. Cart Abandoners or Frequent Shoppers).
  • In Audience at Start of Visit - Trigger the Action at the beginning of the visit if the visitor is already in the Audience.
  • In Audience at End of Visit - Trigger the Action if the visitor is in the Audience by the end of the visit.
  • Left Audience - Trigger the Action whenever a visitor leaves the Audience.

WHEN conditions are applied to Audiences only, not Streams. 

Creating Visitor Segments

If the Connector supports visitor segmentation (like Facebook Custom Audiences or Google Adwords Segments), these settings are configured in the Create tab. This tab is available to select Connectors only.

Example Custom Audience for Facebook

create tab example.png

Connectors and Restricted Data

Connectors do not honor Restricted Data. That means, any Attributes marked as Restricted Data are always included, whether you are sending them through mappings or as part of the visitor profile. This cannot be changed. Learn more about Restricted Data.


Now that your Connector is up and running, it's time to put it to test. The easiest way to do this is by using the Trace Tool. Start a new Trace and examine the realtime log, checking for the Action you wish to validate. Expand the "Actions Triggered" entry and check its status. A successful trigger will look something like this:

example trace.png