Traits — also called customer traits — are the customer-identity fields sent with an event or conversion: email, first and last name, phone, birthdate, and address (city, state, zipcode, country). They are the customer-identity subset of event attributes, and AnyTrack normalizes and hashes them automatically so a conversion can be matched to a real person on the ad platform.
Traits vs Event Attributes vs Customer Data
Section titled “Traits vs Event Attributes vs Customer Data”- Event Attributes — the full umbrella (customer, product, and transaction data); traits are only the customer-identity slice.
- Customer Data — the underlying personal information; traits are the named parameters (
email,firstName, …) that carry that information on an event.
How AnyTrack uses traits
Section titled “How AnyTrack uses traits”Traits are the single biggest lever on Event Match Quality: the more of them you reliably send, the more confidently a platform like Meta can attribute the conversion and build accurate audiences. You never pre-hash them — AnyTrack formats and hashes each trait to the ad platform’s spec before sending it through the Conversion API. Traits arrive either client-side in an event snippet, server-side in a conversion payload, or automatically from a connected catalog integration.
Frequently asked questions
FAQ was last reviewed on 2026-06-25
