Event attributes are the customer, product, and transaction data attached to an event. They are AnyTrack’s canonical name for the enrichment fields — email, value, currency, transactionId, the items array, and more — that turn a bare “someone converted” signal into “a customer in California bought $200 of Nike shoes.” The richer the attributes on a conversion, the higher its Event Match Quality and the better ad platforms can attribute and optimize.
The three kinds of event attributes
Section titled “The three kinds of event attributes”- Customer data — email, phone, name, location: the customer traits AnyTrack normalizes and hashes automatically.
- Product data — SKUs, names, prices, quantities in the
itemsarray: what enables value-based bidding and catalog matching. - Event data — transaction ID, timestamp, currency: the context that ties the event together.
Event Attributes vs Traits vs Conversion Payload
Section titled “Event Attributes vs Traits vs Conversion Payload”- Traits — the customer-identity subset of event attributes; event attributes is the wider umbrella.
- Event Snippet — the code that fires an event; event attributes are the data object it passes.
- Conversion Payload — the full request body sent to an endpoint; event attributes are the fields inside it.
How AnyTrack uses event attributes
Section titled “How AnyTrack uses event attributes”You send event attributes two ways: client-side in an event snippet, or server-side in a conversion payload to a webhook. AnyTrack stores every attribute on the event, then forwards only the attributes each ad platform recognizes — hashing customer traits with SHA-256 first. Extra attributes beyond the standard list are kept for internal segmentation and reporting. All parameter names are case-sensitive and cannot contain spaces.
Frequently asked questions
FAQ was last reviewed on 2026-06-25
