The Acquisition Builder is an easy-to-use drag and drop interface that you will use to create the javascript code which is executed in each browser. You’ll use the Builder to set the rules for the lightboxes that you’ve created with the Acquisition Form Builder. The output of the Builder is a javascript function that you will simply copy and paste into the HTML code of any page on your website.
Hover your cursor over Web and from the drop-down menu, click on Acquisition. 
Click the 'Add Item' icon and select 'New Acquisition Builder' from the menu. Or, you can just click the [New Acquisition Builder] button from the bottom-right side of the screen.
- Name — Enter a name for this Acquisition Builder.
- Domain — Enter the domain of the website that will be displaying the lightbox. Click the
'+ Add Domain' link if you want to have your lightbox appear on multiple sites. This feature is here for your security. It prevents someone from maliciously copying the Acquisition Builder script tag from your website and placing it on another unauthorized site.
Click the [Save] button to create your Acquisition Builder and begin defining its rules.
Once you’ve saved your Builder, click on its name in the Acquisition Builder index screen to open up the Builder interface. If you’ve ever used Journeys or Data Journeys, the user interface will look very familiar to you.
Acquisition Builder Elements
Triggers
Use a trigger to define the starting point of your lightboxes.
- Page Event
- Form Event
- Mouse Clicked
- Event Trigger
- OnChange Event
Filters
Use filters to introduce conditional logic to determine when to display a lightbox, or even the conditions that determine which lightbox among many options to display. Every filter will provide at least 2 branches for the downstream logic to flow. One branch is for when the condition is TRUE for an individual site visitor. The other branch is for when the condition is FALSE.
- A/B Split
- % Split
- Yes/No
- Case
- Referral Visited
- Device Type
- Page URL
- Time Spent On
- Element Value
- Time
- Location
Actions
Actions not only include displaying lightbox forms, but also what to do when a site visitor submits the form.
- HTTP POST
- Display Popup
- Embedded Form
- Subscribe Contact
- Replace HTML
- Send Notification
- Custom Javascript
- HTTP Redirect
- Close Popup
- Close Embedded Form
- Append HTML
- Open in New Window
- Show/Hide Element
End
- End
- Suspend
Page Event
Specifies when the lightbox will be displayed in the browser window. You can have the lightbox appear when the visitor enters the web page, leaves the web page, or scrolls down a predefined percentage from the top of the page.
Form Event
Events that occur for forms when you open or close a form, move between forms, or work with data on a form. It can be customised for on Submit or On Cancel by simply double clicking the icon and specifying the form by either its class name or ID.
Mouse Clicked
The lightbox appears when the mouse button is clicked and then released over any element in the web page. Specify the page element by either its class name or ID.
Event Trigger
Allows you to trigger the display of the lightbox from any on-screen event that you choose. Copy the script code that is appearing in the event trigger pop up window and paste it into your code. Event trigger element will allow the user to trigger the acquisition on performing a specific event (that may be on clicking a particular text).
OnChange Event
Use this trigger when you want to display the lightbox as soon as there is a change in any page attribute (e.g. If the radio button is switched from True to False). Reference the page element whose onChange event will trigger the lightbox by its class name, tag name, or ID.
A/B Split
The A/B Split filter is great when you want to test different lightbox forms. Maybe you want to see which calls to action perform the best. Or perhaps you want to find out what are the most number of fields you can get your site visitors to fill in without any drop-off in response rates. You can create as many split groups as you want. Each split group will have its own branch in the Acquisition Builder interface that you can connect the different lightboxes to.
% Split
The % Split is just another form of A/B Split with the groups are evenly split according to the pre-set percentages you select.
Yes/No
A Yes/No filter is good for a simple IF/ELSE condition. You can set the condition based on which web page the site visitor is viewing, or what referring URL he came from to your site. For maximum flexibility, you can also specify an HTML meta tag value for the conditional logic. The Yes/No filter will give you two branches: one for when the condition is TRUE for an individual site visitor, and one when the condition is FALSE.
Case
A Case filter provides more options than the Yes/No filter. The Case filter will give you as many branches as you have conditions. It will also give you an additional 'Otherwise' branch in case a site visitor does not meet any of your predefined conditions.
Referral Visited
This filter is similar to the Case Filter in that you can specify multiple conditions depending upon the referring URL. This filter is included here just as a short cut when you want to specifically focus on conditional logic regarding referred traffic to your site.
Device Type
Use this filter if you want to display a completely different lightbox depending upon whether the site visitor is viewing the web page on a desktop, tablet, or mobile browser.
Page URL
The Page URL filter is similar to the Case filter in that you can specify multiple conditions depending upon which page the site visitor is viewing. This filter is included here just as a short cut when you want to specifically focus on conditional logic regarding page views.
Time Spent On
Use this filter when you want the lightbox to appear only if the site visitor has spent a pre-set amount of time on the page. For example, you may want to display a lightbox containing a service-oriented message after a site visitor has spent more than 30 seconds on the checkout page.
Element Value
This filter is helpful for dynamically-generated pages. Perhaps you want the lightbox to appear (or not appear) only if a dynamically generated page shows specific information. A good example of where this would be helpful is if a buyer on your web site is filling in the shipping information and you only ship to certain locals. You would set up an Acquisition Builder using the OnChange Event Trigger followed by the Element Value filter. So if the buyer enters a state/location that you don’t ship to, then you can immediately display a lightbox rather than having to wait until he submits the form before informing him.
Time
This filter is helpful for cases where the site visitors will see the lightbox only between certain dates. Suppose you are running a limited time offer. You can set this filter to display an informational lightbox when the promotion starts, and then no longer show it when the promotion is over.
Location
The internet is “world-wide” but maybe your promotion isn’t. Use the Location filter to show a lightbox only to site visitors who are viewing you.
HTTP POST
Use this action when you want to POST form data from your lightbox to your own server. The data will be sent as application/x-www-form-urlencoded content type to the URL endpoint that you specify. Typically, you’ll connect the HTTP POST action to the right of the Display Popup action. When you do, the form fields from your selected lightbox in the Display Popup action will automatically appear as selection options in the HTTP POST action. You can also add more parameters and values. For example, suppose you have set the lightbox to only appear from a specific referred URL. You can then pass the referred URL as a parameter value to your system.
Subscribe Contact
The Subscribe Contact action together with the Display Popup action is one compelling reason why Maropost for Marketing's Acquisition Builder is a better solution than any 3rd-party. The lightbox form data goes directly into your Maropost Marketing Cloud account. You don’t have to worry about integrating Maropost Marketing Cloud with your 3rd-party provider. It’s all built-in to the platform.
Here is where you will map the form fields from your lightbox form to the custom fields that you’ve created in your Maropost Marketing Cloud account. You will also specify which list(s) you want to subscribe the new contact to.
Connect the Subscribe Contact action to the right of the Display Popup action. When you do, the form fields from your selected lightbox in the Display Popup action will automatically appear as selection options in the Subscribe Contact action.
Display Popup
Use this action to specify which Acquisition Form you want to appear as a lightbox in the site visitor’s browser window. You can specify where on the screen you want the lightbox to appear, and also whether you want any motion from the left, right, top, or bottom. You can also set the option to suspend display of the lightbox to the same site visitor for a period of time, or even to never display it ever again — as long as the visitor doesn’t clear his browser cookies.
Embedded Form
Use this action when you want to use an embedded form to appear inline with the content of your web page. You MUST use an Acquisition Form that you’ve created as an embedded form.
Replace HTML
Use this action if you want to replace content on your web page when a site visitor submits (or cancels) a lightbox form. Reference the HTML element by its CSS class, ID or tag name and then provide the text that you want the HTML element to have instead. An example of where you could use this is to reveal a coupon code hidden from display until after the site visitor signs up for your newsletter.
Send Notification
This action will send an email notification to the email address(es) you specify in response to some action that the site visitor has taken with the lightbox.
Custom Javascript
We’ve provided this action for you to further customize your Acquisition Builder in case you need to perform some action that none of the existing ones provide. For example, you can use this action to make an AJAX call in response to an action that the site visitor has taken with the lightbox.
HTTP Redirect
This action will redirect the site visitor’s browse to the URL that you specify. This is typically used to redirect the site visitor to a landing page on your site after submitting the lightbox form. This action includes the option to include the lightbox form fields as query string parameters appended to the redirected URL.
Close Popup
This action is typically the final action of the typical triad of [Display Popup] –> [Subscribe Contact] –> [Close Popup]. When you connect it to the right side of a [Display Popup] action, the form selected in the Close Popup action will default to the one that you’ve selected in the Display Popup action.
Close Embedded Form
Use this action to close an embedded form that is displayed on your web page after the site visitor submits (or cancels) the form.
Append HTML
This action is a companion to the Replace HTML action. In this case, rather than replacing the entire HTML of an element, you want to append something such as adding/deleting text.
Open in New Window
Use this action together with the HTTP Redirect action when you want to redirect the site visitor to a new landing page that is displayed in a new browser window.
Show/Hide Element
This action is another one that is good to use if you want to 'Reveal' a coupon code on your web page after the site visitor signs up for your newsletter. Reference the HTML element by its CSS class, ID, or tag name.