User Matching

User matching for Conversion API attribution is a critical process to attribute conversions accurately to specific users and campaigns. This documentation outlines the process of user matching using Click ID and Advanced Matching based on email hash and phone hash for Conversion API attribution.

Click ID Matching

This involves associating a unique identifier (Click ID) to a user's initial click on an ad. The Click ID is later used to link subsequent conversion events back to the original click.

How Click ID Matching Works:

  1. The user clicks on an ad, and the Click ID is generated by your platform for that specific click event.
  2. The Click ID is appended as a parameter to the destination URL of the ad.
  3. The user is redirected to the landing page, and the Click ID is included in the URL.
  4. When the Conversion API receives a conversion event, it captures the associated Click ID.

Advanced Matching with Email Hash and Phone Hash

Advanced Matching enhances user matching by securely associating additional user data (email and/or phone) without exposing the raw data. Instead of sending the actual email or phone number, their hash values are sent to the Conversion API.

Why Use Hashing?

Hashing provides an extra layer of security and privacy. Hashed data cannot be reversed to its original form, making it safe to transmit and store.

How Advanced Matching Works:

  1. During the conversion event, the user's email and/or phone number (if available) are hashed using a secure hashing algorithm on the advertiser's side.
  2. The hashed email and/or phone are included in the conversion event data sent to the Conversion API.


We only accept values hashed using SHA-256 algorithm.

Data Privacy and Security:

Using hashed email and phone data ensures user privacy. Even if a third party gains access to the hashed values, they cannot retrieve the original email or phone number.

User Matching and Attribution Workflow:

  1. The user clicks on an ad.
  2. The user performs a conversion event (e.g., completes a purchase).
  3. The advertiser's platform hashes the user's email and/or phone (if available).
  4. The advertiser sends the conversion event data to the Conversion API, including hashed user data.
  5. The Conversion API receives the conversion event and associates it with the hashed user data.
  6. Conversion data is attributed to the corresponding user and campaign based on the matching hashed field