Understanding Lytics / Integrations


This article covers:

Before You Begin

You will need your Iterable username and password and have a user role of Admin or Super Admin so that you can manage API Keys. You will need to obtain an Iterable API Key to authorize Lytics to use your Iterable account. If you are setting up Iterable webhooks you will need a Lytics API token, you can find your API tokens in your account settings.


  1. Log into your Lytics account.
  2. Open the Iterable integration or Click Data > Integrations and select Iterable from the integrations list.


  3. Click Export List or Import Users & Activity to authorize Lytics to use your Iterable account. iterable-empty-state-hl

  4. Click Add new authorization.
  5. In the Api Key box, enter your Iterable API key.
  6. In the Description box, enter a description.
  7. Click Authorize. Your credentials are now stored securely and are available when starting new Iterable workflows. connect

Export to Iterable

You can export a Lytics audience to an existing Iterable list or create a new Iterable list. All existing members of that audience are exported to the chosen list and new members are exported in real-time.

Exports toList
Mapped FieldsYes
Segment ExportsNone
TypeAdd & remove
  1. Log into your Lytics account.
  2. Open the Iterable integration or Click Data > Integrations and select Iterable from the integrations list.

  3. Select Export List.


  4. In the Audience drop-down list, select the Lytics audience you would like to export to Iterable.
  5. In the List box, select the Iterable list you want to export your Lytics audience to or enter a name to create a new list in Iterable.
  6. In the Email Address drop-down list, select the Lytics user field that contains the email to export.
  7. (Optional) In the ID Field, select the Lytics user field that contains the ID to export.
  8. (Optional) Use the Map Fields input to map Lytics fields to existing Iterable fields. Select Lytics data fields from the left drop-down list and Iterable fields from the right drop-down list. If no fields are mapped only email will be exported.
  9. (Optional) Use the Fields to create input to add any Lytics fields you would like to create in Iterable. Fields in the right column will be added to Iterable.

iterable-start-export 9. Click Start Export.

Users should be available in the Iterable list within a few minutes of starting the export. Larger audiences may take a few hours to be completely added to the List. You can find the new list in Iterable under Users > Lists.

Import Users and Activity

You can import Iterable user data and activity into Lytics. You can use that data and activity to build targeted audiences.

Streamsiterable_users, iterable_activity
User fieldsemail, first_name, last_name, and custom fields
Provider fieldsIterable user ID
User activitySends, opens, clicks, bounces, subscribes
Campaign contentNo
Click URL paramNone
  1. Log into your Lytics account.
  2. Open the Iterable integration or Click Data > Integrations and select Iterable from the integrations list.
  3. Select Import Users & Activity import
  4. Identify the authorization you would like to use and click Select. iterable-import-select-auth
  5. Use the User Fields to Import input to select the Iterable fields you would like to import into Lytics. Fields available to be imported from Iterable are located in the left column. Fields added to the right column will be imported into Lytics.
  6. If you would like users and their activity to be updated continually, check Keep Updated. configure

  7. Click Start Import.

User data will begin to impoprt into Lytics from Iterable and should be available within the hour. If Keep Updated was selected user data and activity will be updated hourly until the import is cancelled.

Setup Webhooks

You can use webhooks for real time event capture of your Iterable events. For more information see Iterable's webhooks documentation. NOTE: If you are running a continous import from Iterable and using webhooks some user activity data may be captured twice.

  1. Log into your Iterable account.
  2. Click Integrations > Webhooks.

    iterable integration webhook1


    iterable integration webhook create

  4. In the Endpoint URL box, enter: https://api.lytics.io/collect/json/iterable?access_token=YOUR_API_TOKEN where YOUR_API_TOKEN is your Lytics API token which can be generated in your account settings.

    iterable integration webhook create2

  5. Set the Auth Type to NoAuth by clicking the NoAuth radio button.
  7. Then scroll to the far right edge and click the EDIT button.

    iterable integration webhook edit

  8. Click the Enabled checkbox.
  9. Select the events you'd like to send data to Lytics by clicking on their respective checkboxs. The available options for Webhook events are:

    • Triggered Send
    • Blast Send
    • Push Send
    • SMS Send
    • Email Open
    • Push Open
    • Email Click
    • Hosted Unsubscribe Click
    • Email Complaint (i.e. Spam)
    • Push Uninstall
    • SMS Received
    • Email Bounce
    • Push Bounce
    • SMS Bounce
    • Email Subscribe
    • Email UnSubscribe
  10. Click SAVE.

    iterable integration webhook save

After saving the changes to the webhook, the selected events will be sent to your Lytics account in real-time.

Passing an Identifier from Iterable for Identity Resolution

You may want to pass a unique Iterable identifier from links within your email to help do cross-channel identity resolution. This will help Lytics identify users across data streams and merge their email with web activity. For more information about dynamically passing this parameter, see Iterable's documentation on creating unique URLs for emails.

The easiest and safest way to pass a unique identifier from Iterable click-through links to Lytics is to encode the user's email with Base64, in Iterable, via the custom link parameters.


The Lytics Javascript tag must be installed on your site, and the Lytics Import Users and Activity will need to be active with email set for import (default state). In addition, a line of LQL will need to be added to the Iterable data mapping file (Lytics Query Language) in order to decode and map the email field to the user's profile. For assistance contact your Lytics representative or Lytics support.

Add encoded email to Iterable Links

  1. Ensure that the Iterable integration is importingusers and email (default).
  2. Log in to Iterable and navigate to Templates > Templates and select your email template.
  3. Select Advanced Option tab
  4. Select Enable Custom Link Parameters
  5. Set the following in the custom parameters
Key = encoded_email
Value =  {{#base64}}{{email}}{{/base64}}

Now all email clicks will pass the encoded_email to your website when users click the links, and Lytics will automatically grab the encoded_email, decode it and stitch it to the user's web behavior via our JavaScript web tag.