Use the Utiq identity for measurement and attribution



Utiq is a cookieless, operator-level identity solution (mobile/fixed network) that generates a pseudonymous identifier called martechpass . Its integration with Eulerian allows for enriched measurement and attribution models beyond third-party cookies.


Prerequisites

  • Access to the Eulerian platform with administrative rights
  • Eulerian tag deployed on the client's site
  •  Contract/access to the active Utiq solution 


1. Deployment of Utiq on the client site


The Utiq script must be deployed on all pages of the site, ideally via your tag manager (e.g., Google Tag Manager, Eulerian Tag Manager).
It must be loaded after obtaining the user's consent , in accordance with GDPR obligations.
The Utiq script only runs for users connected via a Utiq partner operator (mobile network or eligible internet box).
Once the script is loaded, Utiq exposes the martechpass in the global JavaScript object.


2. Enabling Utiq identity synchronization in Eulerian

2.1 Accessing the configuration

In the Eulerian interface, navigate to the Identity synchronisation interface:

2.2 Activating the Utiq connector

    Click on the Utiq logo
    Link Utiq to consent to ensure we can retrieve the necessary identifiers
    Enable synchronization
Once activated, Eulerian is able to receive and store the martechpassid during tracking calls, and associate it with known visitor profiles.


3. Association of an attribution model to the Utiq graphId

3.1 Access to allocation models

In Eulerian, navigate to Single Touch Attribution Model

3.2 Link with the graphId "Utiq - MarTech Pass"

    Create or edit an existing attribution model
    In the "Graph ID" section, select:
Utiq - MarTech Pass
    Configure the desired allocation rules (last-click, data-driven, linear, etc.)
    Save and publish the model
This setting allows Eulerian to resolve user journeys using the martechpass as a reference identifier in the identity graph, including for cookieless sessions.


4. Integration verification

4.1 Control of tracking calls with the utiqmtid parameter

Open your browser's developer tools (F12 > Network tab) and filter requests on the Eulerian tracking domain (e.g., *.eulerian.net or your custom collection domain).
Verify that a call contains the utiqmtid parameter:
 If the parameter
https://<tracking-domain>/rpset/...&utiqmtid=<valeur_martechpass>&...

utiqmtid is absent:
  • Verify that Utiq consent has been obtained.
  • Verify that the Utiq script is loaded before the Eulerian call
  • Confirm that the user is on an eligible carrier network

4.2 Verification of the martechpassid in the Eulerian interface

Eulerian stores visitor IDs in an encrypted cookie. To verify that the martechpassid is correctly associated with the profile:
    Retrieve the Eulerian cookie value from the developer tools (Application > Cookies)
    Decrypt the identifier using the decoding tool available in Eulerian
    In the decoded profile, verify the presence of the martechpassid field with a non-zero value.
If martechpassid does not appear in the profile, make sure that Utiq identity synchronization is enabled (see step 2) and that a call with utiqmtid has been captured.

4.3 Comparison of attribution models and measurement of Utiq uplift

One of the key benefits of Utiq integration is to improve conversion path coverage by recovering touchpoints that would be lost without cross-session identification.
To measure the uplift generated:
    Go to your standard attribution reports
    Select two models to compare :
  • Model A : standard model (cookie only, without Utiq)
  • Model B : model with graphId "Utiq - MarTech Pass"
    Analyze the following indicators:
Indicateur
Description
Reconciled conversions
Number of additional conversions attributed through the martechpass
Channel distribution
Changes in channel weight with Utiq reconciliation
Global uplift
Delta of conversions attributed between model B and model A
A positive uplift confirms that user journeys were lost without Utiq, and that identity resolution allows for better valuation of the acquisition channels involved.



Additional resources

  •  Official Utiq documentation