The event and identity model
The event and identity model
- 1
Events
Product view, add to cart, initiate checkout, order complete, purchase — read from the store rather than the page, with per-event field mapping to what each ad platform expects.
- 2
Identity
One customer's events are stitched across sessions and devices into a single record, so attribution improves instead of one customer splitting into three.
- 3
Enrichment
Before delivery: Geo IP, email normalization, hashing of personal data, and session unification — all to raise matchability on the receiving end.
- 4
Control
Rules and filters determine which events leave, where they go, and in what shape: send only above a value threshold, or exclude your team's addresses. And a sandbox environment separate from production for verification before go-live.
Specific technical questions?
Talk to the people who built these systems, not to a sales script.