# Event Attributes

> The customer, product, and transaction data attached to an event — AnyTrack's canonical name for the fields (email, value, currency, items, and more) that enrich a conversion and raise its match quality.

Event attributes are the customer, product, and transaction data attached to an [event](/glossary/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](/glossary/conversion), the higher its [Event Match Quality](/glossary/event-match-quality) and the better ad platforms can attribute and optimize.

## The three kinds of event attributes

- **Customer data** — email, phone, name, location: the [customer traits](/glossary/traits) AnyTrack normalizes and hashes automatically.
- **Product data** — SKUs, names, prices, quantities in the `items` array: 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

- [Traits](/glossary/traits) — the customer-identity subset of event attributes; event attributes is the wider umbrella.
- [Event Snippet](/glossary/event-snippet) — the code that fires an event; event attributes are the data object it passes.
- [Conversion Payload](/glossary/conversion-payload) — the full request body sent to an endpoint; event attributes are the fields inside it.

## How AnyTrack uses event attributes

You send event attributes two ways: client-side in an [event snippet](/glossary/event-snippet), or server-side in a [conversion payload](/glossary/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.