Salesforce Marketing Cloud (Event Streaming)

Salesforce Marketing Cloud provides marketing engagement automation to engage your users. This integration lets your marketing and growth teams use behavioral data to better target campaigns and increase user engagement.

Use cases

• Campaign automation: Marketing Cloud's Journey Builder is a campaign planning tool that helps you design and automate campaigns that guide customers through their journey with a brand. Amplitude's event streaming powers your Journey.
• Personalized marketing: With user behavior, user properties, and event properties captured in Amplitude, you can build personalized content and targeted marketing campaigns in Marketing Cloud. This can increase engagement and customer loyalty.

Considerations

Note the following when sending events to Salesforce Marketing Cloud:

• Enable this integration in each Amplitude project that uses it.
• Salesforce Marketing Cloud has these limits:
  • Salesforce suggests no more than 2500 calls per minute when interacting with the REST API.
  • Yearly API call limit:
    • Basic: 0 calls/year
    • Pro: 2M calls/year
    • Corporate: 6M calls/year
    • Enterprise: 200M calls/year

Set up the integration

Salesforce Marketing Cloud setup

You need a Client ID, Client Secret, and Subdomain from Salesforce Marketing Cloud.

1. In Salesforce Marketing Cloud, navigate to Setup under Settings.
2. In the Quick Find box, search for Installed Packages.
3. Click New to create a new package.
4. Click Add Component.
5. For the Component Type, select API Integration. This step generates the API integration information that Amplitude requires.
6. For the integration type, select Server-to-Server.
7. Grant the package these permissions:
   • Email: Read, Write
   • Web: Read, Write
   • Automation: Read, Write, Execute
   • Journeys: Read
   • List and Subscribers: Read, Write
   • Tracking Events: Read
   • Webhooks: Read, Write
8. Save the package.
9. Copy the Client ID, Client Secret, and Subdomain from the app you want to integrate.
   • For the Subdomain, refer to the Authentication Base URI and copy only the subdomain. For example, if the Authentication Base URL is https://mc1n78yx33kxv5mv1q7fh81flfjq.auth.marketingcloudapis.com/, copy mc1n78yx33kxv5mv1q7fh81flfjq.
10. Click the Access tab and click Enable All Business Units.

Amplitude setup

1. In Amplitude Data, click Catalog and select the Destinations tab.
2. In the Event Streaming section, click Salesforce Marketing Cloud.
3. Enter a sync name, then click Create Sync.
4. Enter your Client ID, Client Secret, and Subdomain created by SFMC.
5. Enter your Event Definition Key generated by API Event in SFMC into the SFMC Event Definition Key field.
6. Enter the External Key generated by the Data Extension for the user properties in SFMC into SFMC User Data Extension Key.
7. Click Map properties to destination to specify the identity mapping between Amplitude and SFMC. SFMC requires the Contact Key and Email as properties.
8. Toggle the Send Events filter to select the events to send. SFMC recommends choosing the events most important to your use case.
9. Click Select & filter events to choose the event type of the events to send.
10. (optional) In Select additional properties, select any more event properties to send to SFMC.
11. Under Send Users, make sure the toggle is enabled ("Users are sent to SFMC") if you want to stream users and their properties to SFMC. By default, Amplitude sends the Contact key and Email address to SFMC.
12. (optional) In Select additional properties, select any more user properties to send to SFMC. If you don't select any properties here, Amplitude doesn't send any.

Event forwarding setup (optional)

1. In Salesforce Marketing Cloud, navigate to Email Studio from the top navigation bar.
2. Find the Data Extension section under Subscribers.
3. Create a Data Extension in any folder.
4. (Recommendation) When you create a new Data Extension for event forwarding, use a template. Choose Create from Template in the Creation Method.
5. Choose TriggeredSendDataExtension as the template.
6. Make sure your Data Extension includes the columns SubscriberKey (used as Contact key) and EmailAddress (used as Email) for mapping properties in Amplitude's setup page.
7. For any other columns you create (except SubscriberKey and EmailAddress), make sure their names match the properties you select in Amplitude's additional properties.
   • By default, the event properties include *event_type, event_time, SubscriberKey, and EmailAddress.
8. After you create the Data Extension, go to Journey Builder and find Event Sources under the Event tab.
9. Click New Event and select API Event for New Entry Sources.
10. Name your Event Definition and select the Data Extension you created.
11. Optionally create contact filters, which you can apply later.
12. Copy the Event Definition Key and paste it into the SFMC Event Definition Key in Amplitude's setup page.
13. You're now ready to start forwarding events.

Identify forwarding setup (optional)

1. To add your own attribute set, define a Data Extension in SFMC.
2. When creating the Data Extension, follow the specified naming format for Event Forwarding.
3. Include a contactKey column in the Data Extension to map attributes to each contact in SFMC. Make sure that the contactKey column is set as a primary key.
4. After creating the Data Extension, navigate to the Data Designer tab in Contact Builder.
5. Choose an Attribute Group and click Data Extensions, then select Link.
6. Select your Data Extension and choose the column that maps to the Customer Data attribute. Map the contactKey attribute to Contact Key in the Customer Data section.
7. After you save, copy and paste the external key of the Data Extension into the SFMC User Data Extension Key in the setup UI of Amplitude.
8. Your Data Extension is ready and linked to the Attribute Group in Contact Builder. You can now store and use the attribute set for each contact in SFMC.