email - Upstack Data

Customer’s email address. Primary identifier for cross-device tracking and destination matching.

// With a lead form submission
window._upstack('track', 'lead', {
  email: 'customer@example.com',
  value: 0,
  currency: 'USD'
});

// With a purchase
window._upstack('track', 'purchase', {
  email: 'customer@example.com',
  transactionId: 'ORD-123',
  value: 99.99,
  currency: 'USD'
});

Type	Required	Events
string	Recommended	All events (improves match quality)

Privacy

Email addresses are normalized (lowercase, trimmed) and SHA-256 hashed before being sent to advertising destinations. Raw emails are never stored in destination platforms.

Events that include an email match far more reliably on Meta than events with only an IP address.

phone

Customer phone number for improved matching.

firstName / lastName

Customer name for identity resolution.