Enrichment Conversion

This guide details how to optimise your conversion signals sent to advertising networks (Meta, Google, etc.) by ensuring the presence of strong customer identifiers to maximise the ‘Match Rate’.

1. Business Value: Why enrich your conversions?

The performance of your campaigns depends on the ability of advertising networks to re-identify the buyer. With the end of third-party cookies, a conversion signal without a hashed email or customer ID loses 50% to 80% of its value.

• Maximising the match score: Increase your Event Match Quality (EMQ) on Meta or Google for better lookalike audiences.

• Measure real ROI: Recover conversions that would not have been attributed via traditional pixels (limited browsers, adblockers).

• Lower CPA: Richer signals allow algorithms to learn better and automatically reduce your cost per acquisition.

2. Implementation methodology in Platform X

Step A: Audit ID availability

First and foremost, check whether conversion IDs (email, phone number, customer ID) are already present in your current server-side events via Live Event Inspector.

• Documentation: Use the Live Event Inspector.

Step B: Event enrichment (if IDs are missing)

If the identifiers are not natively available in the stream, you must inject them:

• Conversion import: Upload your customer data (CRM/Profile Database) to Platform X. Guide to importing files.

Step C: Destination configuration

Configure your connector (e.g. Meta CAPI) by mapping the retrieved identifiers to the fields expected by the partner.

• Documentation: Destination Catalogue.

Step D: Normalisation via Data Cleansing (Optional)

Use cleansing to ensure that the data is in the correct format (e.g. SHA256 hashing, converting email addresses to lowercase, international phone number format).

• Documentation: Using Data Cleansing.

Step E: Validation via Event Delivery

Ensure that events are delivered and accepted by the partner (no API errors).

• Documentation: Monitor sending with Event Delivery.

3. Typical use cases

1. Boost EMQ on Meta CAPI: Inject the hashed email and customer ID into your conversions to move from a ‘Low’ match score to ‘Excellent’.

2. Google Ads Cross-Device Attribution: Send a persistent identifier (External ID) to allow Google to reconcile a mobile click with a finalised purchase on desktop.

3. Post-Adblock conversion recovery: Use the server-side to send the conversion even when the browser pixel is blocked, ensuring an accurate view of your ROI.

Need help optimising your signals?

Our experts will assist you in diagnosing your flows and mapping your identifiers. Contact our support team: [email protected]​