Customer data is first-party personal information about a customer — email, phone, name, and address — collected during a session or sent with a conversion. It is the information ad platforms use to match a conversion to a real person, which is what lifts match rates and audience accuracy. In the wider industry, “customer data” is any data a business holds about its customers; in AnyTrack it specifically means the identity fields used for conversion matching.
Customer Data vs Traits vs Session Enrichment
Section titled “Customer Data vs Traits vs Session Enrichment”- Traits — the named parameters (
email,firstName,phone, …) that carry customer data on an event; customer data is the underlying information. - Session Enrichment — the process of attaching customer data to a session; customer data is the payload of that process.
How AnyTrack handles customer data
Section titled “How AnyTrack handles customer data”AnyTrack operates as a first-party data processor: it collects customer data from forms, event snippets, webhooks, and catalog integrations, stores it securely for session enrichment and identity resolution, and hashes it with SHA-256 before sending to Meta CAPI, Google, or TikTok. It uses no third-party cookies. With Consent Mode, it passes the visitor’s consent choice to the ad and analytics tags that it loads. The Tracking Tag sets its own Client ID cookie on every visit, and server-side conversion data can still be processed. Customer data is the single largest driver of Event Match Quality.
Frequently asked questions
FAQ was last reviewed on 2026-06-25
