Iterable Integration

Enrich your customer data by updating user attributes in Iterable with survey responses

Updated over a week ago

Iterate integrates with Iterable by recording survey responses as custom user attributes and/or events in Iterable, allowing you to create powerful new audiences and segments.

Use Case

Fill in gaps and enrich your customer data by sending out a link to your Iterate survey via any campaign type in Iterable: email, push, web, or in-app message, or when embedding an Iterate survey in your mobile app or website. The survey data will include the user's email address, which will be used to identify that user. When they fill out the survey, the responses to each question will be set as a custom user attribute in Iterable.

With Iterate you can collect nearly any type of data. Ranging from personal info (name, age, email), performance data (NPS, Customer Satisfaction, star ratings), preferences (preferred device, preferred frequency of communication), or personality (favorite book, dog, or cat person). What you ask is entirely up to you and what kind of audiences you're looking to build.

Getting Started

To connect with Iterable you'll need to create an API key, which you can do in the Integrations tab of your Iterable dashboard, under "API keys". Click "Create new API key", and choose the type "Server-side".

Once you have your key, log in to your Iterate account and go to your company settings page and enter it there.

Next, create the survey you'll be sending out. If you are planning on including the survey within one of your Iterable campaigns (most common) you can create a survey using our Email/Link survey type. Once the questions have been written and you've customized the design, go to the Send survey tab and select Integrations, then Iterable. You'll then see the following configuration options:

Toggle on the integration to begin sending responses for that survey into Iterable. Note the ?user_email={{email}}&user_external_id={{defaultIfEmpty userId email}} which Iterable will automatically replace with the correct email address and user id of the user you're sending to in the campaign.

Include the Embed Code or Link

You have two options for including the survey in your Iterable campaign:

  1. Embed the first question of your survey directly in your email template
    Copy the code snippet under "Email embed code" in the Iterable integration section of the Send survey tab. Paste that code into the HTML of your Iterable email template at the point where you'd like the survey question to appear.

  2. Include a link to your survey
    If you prefer, you can just link to your survey from a button or link in the body of your email, so respondents will see the first question only after they've clicked through. Copy the link under Survey link in the Iterable integration section of the Send survey tab.

Next, simply start your campaign including that link, and as users respond you'll see the data populate on their profiles in real-time.

Populate Data in Iterable from your Mobile App or Website responses

To populate survey data within Iterable from your mobile app survey (using any of our SDKs), or your website survey is just as simple. You'll need to pass along your user's email address as an associated piece of data with your survey, then enable the Iterable integration in the Integrations dropdown menu on your survey dashboard.

Learn how to associate data with a user within your survey:

Customize User Attribute Names

By default, the user attribute created for a question is the same as its prompt. For example, a question with the prompt "Overall, how satisfied are you with Iterate?" will be added as the user attribute Overall, how satisfied are you with Iterate? in Iterable. In some cases, you may want to customize that. In this example, we'll change the question attribute name CSAT Score (for customer satisfaction score).

To do that click on the Customize user attribute names in the previous step and enter any custom names you'd like.


All survey responses will also generate events in Iterable. These events can be used as the basis for a custom segment, or to trigger a campaign.

The event type you'll see in Iterable is iterate-survey-question-response. Events have the following properties:

  • question - The text of the question prompt

  • label - If you've customized the attribute name for a given question (see above), this property will include the custom name

  • response - The user's response to the question as human-readable text

  • Depending on the question type, the event will also include one of these typed fields:

    • response_int - the integer value of the response (e.g. for an NPS question)

    • response_string - the string value of the response, usually the same as the response property

    • response_array - an array of responses, e.g. for a multiple select question.

Here's an example of how you'd create a segment in Iterable that includes users who have responded to an NPS question with a score less than or equal to 6:

Our Iterable integration is available with our Premium Integrations add-on.

Did this answer your question?