A connector is an integration between Tealium and another vendor to transmit data.  Connectors have actions that represent the API's supported by the vendor. Each connector is fueled by an event feed or an audience. That data is passed to an action based on mappings that translate your attributes into the format expected by the vendor.

The following topics are covered:

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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 data being acted upon. A source can be an audience or a event feed.

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 Connector

  1. For event data connectors go to EventStream > Connectors.
    For visitor data connectors go to AudienceStream > Connectors.
  2. Browse for your vendor or use the global search to search for a name.
  3. Click Add Connector. The connector setup modal will appear next.

Configure Settings

Before creating actions, you must configure 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.
  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 audience or event feed to take action on.

    Feeds are only available in EventStream enabled connectors.

  5. Complete the remaining settings as applicable.
  6. Repeat to add more actions.
  7. When you are done, save and publish your profile.

You are all set! The action will fire when the trigger conditions are fulfilled.

Mapping Attributes

A connector action sends data according to the configured mappings. Mappings serve as a translation between your 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 parameter from the To dropdown list. (Or enter a custom name if the vendor supports custom parameters.)

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. For example, choosing an audience  displays all visit- and visitor-scoped attributes but no event attributes.

WHEN Condition

Connectors actions that send audience data are controlled by WHEN conditions related to the behavior of the audience that determine when to fire the 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 event feeds. 

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.

Example Custom Audience for Facebook

create tab example.png

Connectors and Restricted Data

Connectors do not honor Restricted Data. This 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 test it. The easiest way to do this is by using the Trace Tool. Start a new Trace and examine the real-time 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

IP Whitelist

If a connector you use has strict rules about which systems it accepts requests from, you might need to whitelist the IP addresses of the UDH.  The IP addresses that make connector requests can be found in the IP Addresses for Universal Data Hub.