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      DNA Behavior Integration Guide

      Learn how to integrate DNA Behavior insights into your systems using Zapier or API connections. This guide covers account management, data retrieval, webhooks, and key considerations for seamless integration.

      Getting Started

      Before integrating DNA Behavior insights into your business systems, evaluate where you need behavioral data to be available. Start your integration with only one main system in your business. This system should be your "source of truth"—the primary database or platform your business relies on. Typically, this is your CRM. Once integrated, you can feed DNA insights from this system into others as needed.

      Understanding Behavioral Data

      DNA Behavior provides individual-level behavioral insights, meaning:

      • No Household or Family-Level Data – Each participant is treated as an individual.
      • Unique User Identification – Each user in the DNA System must have their own username (email address) and is assigned a unique Person ID (GUID format).
      • No Re-Takes of the Full-Scan Natural Behavior Assessment – Once a user completes their assessment, their Natural Behavior does not change over time.
        • The exception to this is Digital Scan records—AI-generated forecasts of a participant's behavior—which are replaced with questionnaire completions once the participant actively participates.

      Why No Re-Takes?

      DNA Behavior measures Natural Behavior, which is formed by age 3 and remains consistent throughout life. Our research and 20+ years of validation confirm this.

      Because of this, your integration should focus on a one-way data flow from DNA Behavior into your system. The data does not need to be refreshed or updated through repeat assessments, making it easy to maintain accurate behavioral insights in your business operations.

      Understanding Accounts in DNA Behavior

      DNA Behavior structures security and participant storage based on Accounts. This means that all behavioral data, API access, and integrations are managed at the account level.

      Key Considerations for Multi-Account Users

      If your business operates multiple DNA Behavior accounts, keep in mind:

      • Each Account Has a Unique Account ID
        • Every account is assigned a distinct Account ID to track its associated participants and data.
        • Ensure you are using the correct Account ID when making API calls or configuring integrations.
      • Each Account Has Its Own API Keys
        • API keys cannot be shared across multiple accounts.
        • If you need to access data from different accounts, you must generate and manage separate API keys for each account, and have separate developer user access for each account.
      • Data Segmentation
        • Participant records are stored within the specific account they were created in.

      Discovery Completion

      DNA Behavior offers two types of discoveries:

      • Full Scans – Require active participation (e.g., answering questions).
      • Digital Scans – Do not require participation (triggered by an admin in the web app).

      Full-Scan Formats

      Full scans can be completed through self-registration links or embedded directly into your system.

      Discovery Type

      Self-Registration Link

      Embedded Discovery

      46-Question

      Yes

      Yes

      17-Question

      No

      Yes

      11-Question

      No

      Yes

      For Digital Scans, an admin triggers the process within the DNA Behavior web app.

      Getting Notified of New Records

      Once a new record is created (whether via Full Scan or Digital Scan), webhooks can be used to notify your system.

      • You must provide one listener URL where webhooks will send the data.
      • Webhooks notify your system when a new record is available.

      Understanding the Person ID

      Each participant in the DNA System is assigned a unique Person ID in GUID format.

      Example Person ID:
      7f566574-2581-43fd-b045-a14fbc911aa2

      Use this ID to retrieve behavioral insights for a specific individual.

      Integrating DNA Behavior Data into Your Systems

      You have two options for integrating data into your account. Zapier (which is included in a subscription) and the DNA API, which is an upgrade. To upgrade your account to have access to the DNA API, submit a ticket.

      Option 1: Using Zapier (No-Code Integration)

      DNA Behavior offers Zapier integrations as part of standard accounts, allowing you to connect with over 7,000+ business apps.

      • You can develop and deploy your own Zapier workflows using the DNA Behavior web app.
      • For setup instructions, visit:
        👉 DNA Behavior + Zapier Guide

      This option is best for businesses looking for quick, self-managed automation without coding.

      landing.dnabehavior.comhubfsDNA Behavior Zapier Integrations

      Option 2: Custom API & Webhook Integration (Upgrade Required)

      For businesses needing more custom integrations or using apps not available in Zapier, you can leverage:

      • DNA API – Pull real-time behavioral data into your system.
      • Most Common GET Calls
      • Get Unique Style and Description
      • Get FDNA 5-Scores
      • Get Risk Allocation
      • Webhooks – Automatically receive notifications when new records are created.
      • Visit the DNA Behavior Dev Portal for API documentation and webhook setup. 

      DNA Behavior DNA API

      For technical support, contact DNA Behavior Support.