Connect CrowdPass to mParticle
Resolve in-person event identities with mParticle so attendees are recognized across every channel
mParticle excels at identity resolution — stitching together anonymous website visits, app sessions, email clicks, and ad impressions into a single customer profile. In-person events add a powerful identity signal: when an attendee scans their NFC badge at CrowdPass, you capture a verified email, name, and company that mParticle can use to resolve previously anonymous digital touchpoints. Connecting CrowdPass to mParticle means your identity graph gets richer with every event, audiences become more precise because they include offline engagement, and downstream tools receive a more complete picture of each customer.
Automations you can build
Check-ins send a custom event to mParticle with the attendee's identity (email, name) and event attributes (event name, session, venue). mParticle's identity resolution engine matches this against existing profiles — connecting the in-person check-in to prior website visits, app sessions, and ad interactions. The customer profile now spans both digital and physical touchpoints.
Registrations send user attribute updates to mParticle: name, email, company, title, and event-specific attributes. mParticle creates or updates the user profile and syncs the enriched data to all connected outputs. Marketing tools receive the updated profile for segmentation, and analytics tools see the registration as a new data point on the customer timeline.
Booth lead captures add the user to a real-time mParticle audience called "Event Leads - [Event Name]." This audience syncs to connected ad platforms, email tools, and personalization engines within minutes. The lead sees retargeting ads and personalized website content before they have left the event venue, while their profile is enriched with the booth interaction data.
How event teams use this
Cross-channel identity resolution with event data
A consumer brand has millions of anonymous website visitors and app users. At a brand activation event, 2,000 attendees check in via CrowdPass. mParticle receives the check-in events with verified email addresses and resolves 1,400 of them against existing anonymous profiles. Suddenly, the brand knows that 1,400 of its most engaged customers attended the event. The marketing team creates a Lookalike audience in Meta Ads based on these resolved profiles. The data science team discovers that event attendees have 2.5x higher lifetime value than non-attendees. Both insights were impossible before the in-person identity signal entered the mParticle graph.
Real-time audience activation from event floor
A luxury automotive brand hosts an exclusive test drive event. As each attendee checks in via CrowdPass, mParticle adds them to a "Test Drive Attendees" audience. Within five minutes, the audience syncs to Google Ads, Meta, and the brand's website personalization tool. Attendees who check their phone between test drives see ads for the specific model they drove. When they visit the brand website that evening, the homepage hero features the same model with a "Schedule your next drive" CTA. The campaign runs on zero-party data collected in person, activated in real time by mParticle.
Connect in 3 steps
No code required. Set up in under 5 minutes.
Log in to Zapier
Go to zapier.com and search for "CrowdPass" in the app directory. Connect your CrowdPass account using your API key from Settings > Integrations.
Choose your trigger
Select a CrowdPass trigger event: new registration, attendee check-in, NFC badge scan, lead capture, or form submission. Each trigger sends full attendee data.
Map your action
Choose the destination app and configure what happens. Map CrowdPass fields (name, email, ticket type, custom questions) to the app's fields. Test and activate.
Related integrations
Ready to connect CrowdPass to mParticle?
Schedule a demo and we'll help you set up the perfect automation for your next event.