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 and respects cookie-consent signals — when a visitor declines, first-party cookies are not set, though 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
