Skip to main content
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'
});
TypeRequiredEvents
stringRecommendedAll 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 with email typically score EMQ 8-9 on Meta. Events with only IP address score 2-3.

phone

Customer phone number for improved matching.

firstName / lastName

Customer name for identity resolution.