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

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Properties

email

Primary cross-device identifier.

phone

E.164 format phone number.

firstName / lastName

Customer name fields.

Address Fields

Shipping and billing address.

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Quick Reference

PropertyTypeRequiredDescription
emailstringRecommendedCustomer’s email address
phonestringNoPhone number (E.164 format recommended)
firstNamestringNoCustomer’s first name
lastNamestringNoCustomer’s last name

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Example

window._upstack('track', 'lead', {
  email: 'customer@example.com',
  phone: '+15551234567',
  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.

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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.