Customer Properties

Properties for identifying customers — email, phone, name, and address fields for identity resolution.

Customer properties are used for identity resolution and destination matching. Including these fields significantly improves match quality on advertising platforms.

Properties

email

Primary cross-device identifier.

phone

E.164 format phone number.

firstName / lastName

Customer name fields.

Address Fields

Shipping and billing address.

Quick Reference

Property	Type	Required	Description
email	string	Recommended	Customer’s email address
phone	string	No	Phone number (E.164 format recommended)
firstName	string	No	Customer’s first name
lastName	string	No	Customer’s last name

Example

window._upstack('track', 'lead', {
  email: '[e-mail]',
  phone: '[phone]',
  firstName: 'Jane',
  lastName: 'Smith',
  value: 0,
  currency: 'USD'
});

Events with email typically score EMQ 8-9 on Meta. Events with only IP address score 2-3.

Privacy

All customer PII (email, phone, name) is normalized and SHA-256 hashed before being sent to advertising destinations. Raw values are never stored in destination platforms.