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. Send them raw and AnyTrack formats and hashes each trait to the ad platform’s spec before sending it through the Conversion API. Meta and Google Ads receive an already-hashed value as it is. Known issue: TikTok and ChatGPT Ads hash it again, and Microsoft Ads drops a pre-hashed email, so send raw values. 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
