What is an API?

Application Programming Interface (API) is a set of software programming codes used by software engineers to allow two or more applications to exchange information with one another. An API communication will always include a request and response. The request specifies what the triggering application API needs, and the application API retrieving the request delivers it as a response.

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How can my organization utilize Act-On’s API?

Listed below are the use cases Act-On currently supports via our API. Note that an API development effort can vary from one application to another. We have development resources in our developer portal with examples and sample code that your software engineers can use. If you do not have a software engineer, we have Professional Service resources that can help with custom-built integrations. Contact your Act-On Account Manager if interested.

CRM / ERP (Sales & Contact Products)

RedTail, Hubspot CRM, Pet Exec, JobNimbus, etc.

Use Case	Desired Action
Lead Management	Capture submission details in the CRM from an Act-On form Update CRM with Act-On lead score
Contact Management	Add/Update Act-On with CRM profile data Update CRM with Act-On Lead Score Update CRM with subscription state Update Act-On with Opt-Out Subscription state Update CRM with Opt-Out and other subscription options
Sales Insights	Update the contact profile in the CRM with full activity from Act-On (email metrics, score, form submissions, etc)

eCommerce

Examples: Shopify, Magento, Ventrata, etc.

Use Case	Desired Action
Product Offer	Trigger marketing email with an offer for known web visitors that have interacted with specific product(s)
Shopping Cart Abandonment	Trigger marketing email to web visitors that leave the website without completing the purchase
Product Usage Notifications	Trigger marketing email to users reaching the limit of their usage (example: Active Contacts)
Send receipt of purchase	Trigger transactional email to buyers from your commerce site following the completion of the purchase
Drip Campaigns for web visitors	Add contacts to a list and send follow-up emails from an Automated Program

Reporting & Analytics

Examples: Google Big Query, Microsoft Power BI, etc.

Use Case	Desired Action
Email Impact Reporting	Transfer email message metrics for a specific campaign to your reporting/data store database or application Transfer filtered metrics for a specific email campaign, such as: activity type: opens or opt-outs activity performed only during a specific timeframe interactions with certain media in the message
Landing Page Impact Reporting	Transfer landing page metrics for a specific campaign to your reporting/data store database or application
Contact Activity Reporting	Transfer activity data for a specific contact into your reporting/analytics platform

CMS

Examples: Wordpress, Unbounce, etc.

Use Case	Desired Action
Lead Management	Capture submission details in Act-On from a non-CMS hosted form from API or Webhook
Personalize web content	Display different content for returning anonymous visitors that have interacted/shown interest in specific publications on your website Greet returning known visitors with their names based on information collected from other campaigns/data enrichment sources
Track email activity for messages created outside of Act-On	Use HTML imported from your CMS into an Act-On message and report engagement from it in Act-On Email report

Examples: Facebook Lead Ads, LinkedIn Ads, YouTube Ads, etc.

Use Case	Desired Action
Lead Generation	Capture submission details in Act-On from ad forms from API or Webhook

Chat and Conversation Tools

Examples: Drift, WINGMAN, etc.

Use Case	Desired Action
Lead Generation	Capture submission details in Act-On from chat queries either from API or Webhook