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April 2025

This month, we’ve deepened our focus on campaign intelligence with automated failure alerts and Facebook push error handling. New integrations with Google Ads, Shopify, and enhanced phone number support expand your reach. Backend upgrades using DocumentDB and Event Reconciliation improve automation reliability, while percentage value support and on-site notifications make performance reporting and engagement more actionable than ever.

What’s New

Event Reconciliation for Enhanced Data Accuracy

We’ve introduced a robust Event Reconciliation capability to ensure customer events are accurately tracked and aligned across all channels and data sources. This enhancement helps prevent journey triggers from incomplete data, improves reporting accuracy, and enables a unified view of customer interactions.

What This Means for You:

  • Accurate Event Tracking: Real-time validation and deduplication ensure only clean, reliable events are processed.
  • Consistent Customer Journeys: Intelligent event stitching eliminates inconsistencies and aligns actions across channels.
  • Improved Data Quality: Automatic correction of missing or delayed data points reduces errors and enhances reporting fidelity.

New Integrations: Google Ads and Phone Number Support

Extend your omnichannel marketing with new support for Google Ads audience syncing and phone number-based identification. These enhancements enable seamless retargeting via Google Ads and empower phone-number-led campaigns with improved identity resolution across customer touchpoints.

What This Means for You:

  • Direct Google Ads Sync: Easily sync FirstHive segments to Google Ads for streamlined retargeting.
  • Enhanced Identity Resolution: Use phone numbers to improve customer matching and SMS personalization.
  • Multi-ID Contact Mapping: Improved contact ingestion supports multiple identifiers for more accurate profiles.

Shopify Integration: Web/Browser Push Notifications

Web Push Notifications are now available for Shopify stores, enabling real-time, browser-based engagement with site visitors. Reconnect instantly to reduce cart abandonment, increase re-engagement, and drive revenue—without relying on mobile apps or third-party tools.

What This Means for You:

  • Simple Opt-Ins: One-click browser permission requests directly through your Shopify store.
  • Targeted Push Messaging: Send notifications for cart recovery, promotions, restocks, and more.
  • Performance Insights: Access analytics to measure notification reach and conversion rates.

Shopify Integration: On-site Notifications

Deliver real-time, targeted messages to visitors browsing your Shopify store—no custom development needed. Drive higher in-session conversions, highlight key offers, and guide users with contextual nudges, all directly from your marketing stack.

What This Means for You:

  • Customizable Notifications: Configure in-session messages tailored to visitor behavior.
  • Trigger-Based Actions: Use event triggers like product views or time spent to display messages.
  • Easy Visual Setup: Customize notification appearance within FirstHive’s user-friendly interface.

Shopify Integration: Product Catalogue via GraphQL API

FirstHive now integrates with Shopify’s GraphQL APIs to fetch real-time product catalog data. This enables dynamic content generation and accurate personalization across campaigns—powering use cases like price drop alerts and back-in-stock notifications with up-to-date product information for scalable, high-impact outreach.

What This Means for You:

  • Live Product Data Access: Retrieve current prices, inventory levels, and images for accurate messaging.
  • Dynamic Personalization: Use real-time product details to tailor campaigns and customer journeys.
  • Behavior-Driven Journeys: Build dynamic flows triggered by browsing or cart activity for better engagement.

MAPI Integration with Meta - [Beta]

FirstHive now supports MAPI Integration, bringing Meta Ads directly into your campaign ecosystem. Brands can now run targeted CPC campaigns on Meta platforms using their connected ad account—powered by Meta’s Graph API and seamlessly managed within FirstHive.

What This Means for You:

  • Meta Ads as a channel: Launch and manage Meta campaigns as a native, independent channel from within FirstHive.
  • WhatsApp retargeting made simple: Reach users on WhatsApp using your Meta ad spends, with real-time targeting.
  • Integrated budget control: Run CPC-based campaigns as part of your broader Ads budget strategy.
  • Beta access: Available to select users while we finalize full API readiness with Meta.

WorldSwipe: Standard Chartered Redemption

Standard Chartered redemptions are now enabled across few customer accounts in WorldSwipe.

What This Means for You:

  • Expanded payout options: More flexibility in how users redeem their scratch card rewards.
  • Regional access: Seamless support for Gulf geographies.

WorldSwipe: Scratch Card Logic Update

Integrated a new payout partner via Standard Chartered, with updated logic for scratch card redemptions.

What This Means for You:

  • Better reward handling: Updated backend logic for a more reliable reward payout experience.
  • Faster integration: Support for partner-specific logic means quicker rollout of future payment partners.

Enhancements

Automation Manager and Analytics – Now Powered by DocumentDB

We’ve upgraded the backend infrastructure for Automation Manager and Analytics by migrating to DocumentDB. This transition enhances performance, scalability, and reliability—ensuring faster automation execution, more stable analytics, and better support for complex, large-scale campaign scenarios.

What This Means for You:

  • Faster Automation Execution: Quicker data access accelerates workflow processing and campaign triggers.
  • Improved Analytics Performance: Enhanced load handling boosts responsiveness across dashboards such as Campaign & User Analytics, Total Business, Touch Points, and more.
  • Scalable Data Management: Greater flexibility to manage and scale data models as your campaign complexity grows.

Enhanced Data Upload: Support for Percentage (%) Values

You can now upload and retain percentage values in your datasets across the platform—from the UI to personalization tokens. This enhancement enables more intuitive use of metrics like engagement scores, loyalty indexes, and discount tiers for smarter, data-driven campaigns.

What This Means for You:

  • Accurate Percentage Handling: Percentage values are preserved during upload and correctly visualized.
  • Seamless Segmentation & Personalization: Use percentage (%) values directly in segment definitions and personalization tokens.
  • Improved UI Experience: Enhanced interface ensures correct formatting and display of percentage data throughout the platform.

WorldSwipe: Razorpay Webhook Implementation

WorldSwipe now includes a Razorpay webhook mechanism for real-time payment updates.

What This Means for You:

  • Faster payment confirmation: Real-time updates for successful or failed transactions.
  • Improved reliability: Fewer delays in syncing transaction statuses.

Audience Push (Non-PII)

Enhanced audience push functionality for a few customer instance - supporting non-PII data via the Manage Audience page.

What This Means for You:

  • Greater privacy: Push audiences without exposing sensitive identifiers.
  • Simplified audience management: Easily manage Non-PII data in campaigns.

JSON Key Handling in Campaign API

Updated the method used to read JSON keys in the Campaign API to improve compatibility and reliability.

What This Means for You:

  • More robust integrations: Reduced parsing errors with updated JSON handling.
  • Future-proofing: Better support for evolving data formats.

FH Engage (Analytics) Performance Enhancement

Added session_write_close(); to all APIs on the Analytics page across a few customer instances to release sessions early and improve navigation speed.

What This Means for You:

  • Faster page loads: Reduces waiting time when switching between analytics screens.
  • Better user experience: Smoothens the experience, especially with high session traffic.

Meta MAPI Deployment

Backend components for Meta MAPI integration are now deployed. Awaiting API access from Meta to complete the integration.

What This Means for You:

  • Almost there: Meta WhatsApp campaign management will soon be fully integrated.
  • Proactive readiness: Systems are in place to onboard the feature once Meta APIs are live.

WorldSwipe: Payment Remarks Update

Standard Chartered transactions for a few customers, now support updated payment remarks to improve clarity in transaction logs.

What This Means for You:

  • Cleaner records: Better transparency in your redemption logs.
  • Easier support queries: More descriptive payment details for audit and CS teams.

WorldSwipe: AD Integration for SSO

WorldSwipe now supports SSO via Active Directory (AD) for enterprise-grade access control.

What This Means for You:

  • Enterprise login support: Use existing AD credentials for secure, centralized login.
  • Reduced login friction: No need for separate WorldSwipe login details.

Bug Fixes

WorldSwipe: CRON Job Reliability

Optimized logging to prevent CRON jobs from stopping unexpectedly. Scheduled jobs now complete reliably from start to finish.

WorldSwipe: Order Status Fetch

Improved performance of the order status CRON by adding a query limit, ensuring smoother execution and preventing timeouts during peak processing.

Analytics Page Navigation

Resolved a session handling issue that was slowing page navigation. APIs now release session locks properly, delivering faster and more responsive transitions.