Introduction
User data (email, phone, name) helps platforms match events to users more accurately, improving attribution and campaign performance. This guide explains how to include user data in your events and why it's important.
Important: User data should be hashed (SHA256) before sending. ServerTrack automatically handles hashing for you, so you can send raw data.
What is User Data?
User data includes personal information that helps platforms match events to users:
- Email: User's email address
- Phone: User's phone number
- First Name / Last Name: User's name
- External ID: Your internal user ID
- Location Data: City, state, zip code, country
User data improves event matching quality, especially for conversions and purchases.
Why User Data Matters
Including user data with events:
- Improves Matching: Better matches between events and users in platforms
- Better Attribution: More accurate attribution of conversions to ads
- Higher Match Quality: Improves Event Match Quality (EMQ) scores in Facebook
- More Accurate Reporting: Better data for optimization and reporting
How to Send User Data
User data should be included in the user_data object when tracking events:
st('track', 'Purchase', {
currency: 'USD',
value: 99.99,
transaction_id: 'ORD-12345'
}, {
// User data object
em: 'user@example.com', // Email
ph: '+1234567890', // Phone
fn: 'John', // First name
ln: 'Doe', // Last name
});User Data Parameters
Common user data fields:
- em: Email address
- ph: Phone number (include country code, e.g., +1234567890)
- fn: First name
- ln: Last name
- ct: City
- st: State
- zp: Zip/Postal code
- country: Country code (2-letter, e.g., "US")
Hashing Requirements
ServerTrack automatically handles hashing for you:
- Send raw data (email, phone, name) in your user_data object
- ServerTrack automatically hashes PII (SHA256) before sending to platforms
- No need to hash data yourself - we handle it automatically
When to Include User Data
User data is especially important for:
- Purchase Events: Always include user data for purchases
- High-Value Conversions: Leads, sign-ups, subscriptions
- Custom Conversions: Important business events
You don't need user data for every event (like PageView), but it's recommended for conversion events.
Checking User Data in Events
To verify user data is being sent:
- Go to Event Logs in ServerTrack dashboard
- Find a purchase or conversion event
- View event details
- Check if user_data is included in the payload
Common Issues
1. User Data Not Included
Symptoms: Events don't include user data in logs.
Solution:
- Ensure user_data object is included in tracking calls
- Collect user data from forms/checkout
- Pass user data to tracking function
Privacy Considerations
When collecting and sending user data:
- GDPR Compliance: Obtain consent for data processing
- Data Minimization: Only send necessary data
- Privacy Policy: Update privacy policy to reflect data usage
Important: Ensure you comply with privacy regulations when collecting and sending user data. Consult with legal counsel if unsure about compliance requirements.
Summary
User data improves event matching and attribution:
- Include email, phone, name in user_data object
- Always include for purchase events
- ServerTrack automatically hashes data (SHA256) for you
- Follow privacy regulations
- Verify user data is being sent by checking Event Logs
Including user data helps platforms match events more accurately, leading to better attribution and campaign performance.