API Reference

The Data Talks API provides a way for our customers to integrate and send data from multiple systems through a single endpoint. The supported integration can be enabled or disabled for customers, and the way data is organized and sent to the different systems is controlled via mappings. This documentation aims to describe and explain what the currently supported integrations are, how to authenticate and use the API, and how to define the mappings for an integration.

OpenAPI (Swagger) Specification


API Endpoints


API Endpoints

Requests and Responses

datatalksId - optional parameter field (see Basic Concepts section).

Profiles – Example POST Request

"type": "person",
"null": "main_group",
		"postal_code":"111 17",
		"address":"Kungsbroplan 3",
	"datatalksId": "xxxxxxxx-xxxx-xxxx-xxxx-xxxxxxxxxxxx"

Events – Example POST Request

"type": "purchase_ev",
"null": "main_group",
		"event_datetime":"2021-03-18 11:35:24",
		"payment_method":"Debit Card",
	"datatalksId": "xxxxxxxx-xxxx-xxxx-xxxx-xxxxxxxxxxxx"

Inventory – Example POST Request

"type": "product_a",
"null": "main_group",
		"item_modified":"2020-12-03 17:23:21",
		"category":"Dairy Products",
		"subcategory":"Cow Milk",
	"datatalksId": "xxxxxxxx-xxxx-xxxx-xxxx-xxxxxxxxxxxx"

Response Example

    success = true/false,
    messages = [""],
    requestId = requestId,
    datatalksId = xxxxxxxx-xxxx-xxxx-xxxx-xxxxxxxxxxxx,
    key = yourAwsKey,

Response Codes

Response CodeDescription
200The request is completed successfully
400Bad request. Please see the response messages field
403Missing Authentication Token
500Internal server error: please contact us. If the response mentions requestID, make sure it is included in your report
502Bad Gateway. See 500.
504Gateway Timeout. The request takes too long to process. See 500.
5xxPlease contact us. If the response mentions requestID, make sure it is included in your report.
Response Codes

Basic Concepts

Data Talks ID

Datatalks ID is a UUID (xxxxxxxx-xxxx-xxxx-xxxx-xxxxxxxxxxxx) that is automatically generated, stored and returned for every entity processed by API. We create a unique Datatalks ID for each profile, but also for each data point type (events etc).

Identifying a customer

Data Talks should create a Datatalks ID for every customer that arrives in our systems through API, files, or third-party systems. The Datatalks ID is the master id and all potential IDs coming from the source systems should belong to this one as secondary IDs. Different customers can have different requirements when it comes to the Unique Id that they can send to us. Some have email as the unique id while some of them have a CRM id as the unique identifier.

Custom Mappings

You can describe (map) the entities (Events, Profiles, and Inventories – see Endpoints). As long as it suits the data types that Data Talks CDP accepts, you can define as many fields as you like and the way they will look like. Therefore the following can be defined: the name of the source field, the name of the field to appear in Data Talks CDP, the data type (respecting the limitations), and the format of the data.

Mappings should be defined per each entity (datapoint type) on the onboarding stage, before start using API.

Any unmapped payload field will be ignored by default.

Any missing field will lead to 400 – Bad Request API response. Except for the fields marked as Optional.

Data Validation


Dates need to be given in ISO format: YYYY-MM-DD


The date format cannot contain a time zone.


Email addresses need to be given in following formats (examples below);


Examples of invalid email addresses below, which will be rejected by the API:

mma a@gma.com
“cogwheel the orange”@example.com

Phone number

There is no validation of phone numbers done in Data Talks API.


Q: What’s a Hard-ID?

A: This is what makes a person or event unique, and should be the unique denominator using the least amount of attributes. This value cannot be NULL or missing. For instance, the Hard-ID for a profile could be their customer ID (customer_id), for an event it could be the transaction ID (transaction_id). Sometimes the Hard-ID will be a combination of more than one attribute.

Q: What does Type refer to?

A: We use type (profile_type, event_type, inventory_type) to identify what kind of profile, event or inventory data point we are receiving. It’s not an attribute but part of the wrapper. The value of the TYPE field is expected to match the names of the equivalent data point names created in the CDP.

Q: What happens if an email address is rejected by the API?

A: The API caller is informed that there were invalid email addresses in the data.

Q: What happens when the email field is null?

A: As long as the email address isn’t set as Hard-ID*, it will work. If it is however set as Hard-ID, the field cannot be null.

*Hard-ID is the unique identifier for Profiles in your CDP account.

Q: What does optional mean?

A: If an attribute is set as optional, the API won’t fail the payload if the attribute is missing. The missing attribute, however, will be interpreted as set to null.

Q: How does the API treat an empty string value versus a null value?

A: If the data type is not a string an empty string will fail the API call. An empty string is not recommended to represent the lack of data, you need to ensure NULL is used instead.


To build the Authorization header you will need AWS IAM account credentials – ACCESS_KEY_ID and SECRET_ACCESS_KEY. When requesting access to our API an account will be created for you by our team and the credentials will be sent to you.

The authentication of the API is implemented via AWS IAM. When making an API request you will have to authenticate via AWS Signature Version 4. Here is an example of an Authorization header done with AWS Signature Version 4:

Authorization: AWS4-HMAC-SHA256

To build the Authorization header you will need an AWS IAM account credentials – ACCESS_KEY_ID and SECRET_ACCESS_KEY. When requesting access to our API an account will be created for you by our team and the credentials will be sent to you.

Implementing Authentication

There is an AWS SDK for the most popular development stacks (.NET, Java, Javascript, Ruby, Python, etc.). Some of the SDKs might not provide the Signature Version 4 out of the box, so you might need to implement it by yourself. Browse the articles under this section to see examples of signing requests with Signature Version 4.

Additional Resources

Signature Version 4 Signing Process


API Endpoints

Salesmanago Integration (v2)

If the payload is supposed to be sent to Salesmanago, groupKey field must be filled (see v1 documentation).

A group key is our internal way to group your integrations. This is useful if you have multiple brands or markets and have different accounts in the integration systems and you want to send separate API requests to them. In case you don’t have such, you will have only one group_key to work with. Make sure that the group_key is sent in every request.

API v1


Staging API

If you want to test API out in a safe environment you can use the staging endpoints:

Staging API Endpoints

Sales Manago

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