User field semantics
Field semantics state, for a user field, what it contains: an email address, a phone number, a first name, a last name or a location.
A field's name is not a reliable way to infer it: a field named contact may hold an email, mobile_phone and landline both hold a phone number, and every project has its own conventions. Field semantics remove this ambiguity.
What are field semantics for?
Field semantics let Webmarketer send your users' identity information back to ad platforms, along with the conversions it sends them.
When a conversion is sent to an ad platform, Webmarketer can attach the information of the user who converted (email, phone, first name, last name, location). The ad platform can then match more conversions to its clicks, which improves the measurement and optimization of your campaigns.
If no field has its semantics set, this information cannot be sent: conversions are sent with the click identifier only.
Field semantics change neither the collected data nor user reconciliation. They can be set, changed or removed at any time.
Available semantics
| Semantics | Expected content | Recommended field type |
|---|---|---|
| The user's email address | Email address | |
| Phone | The user's phone number | Phone number |
| First name | The user's first name | Text |
| Last name | The user's last name | Text |
| Location | The user's address, city or postal code | Location |
Setting a field's semantics
- Open Event Settings, then the User data tab.
- Create or edit a user data field.
- In Field semantics (optional), pick what the field contains.
- Save.
Webmarketer suggests semantics based on the field type (for example an Email address field) or on its label (for example "First name" or "Postal code"). The suggestion is never applied automatically: click it to keep it.
The same semantics can be carried by several fields, for example a mobile phone and a landline. Webmarketer warns you about it when you save.
Sending the data to Google Ads
Identity information is sent to Google Ads by the conversion export, when the enrichment option is enabled at export creation.
Which values are sent?
For each conversion, Webmarketer keeps, for each field whose semantics are set, the user's last known valid value. Invalid values and anonymized values are never sent.
- Email and Phone are sent as soon as a value is known. If several fields carry the same semantics, each one is sent.
- First name, Last name and Location are sent together, and only when the first name, the last name, the postal code and the country are all known: Google requires them jointly to match a user. The postal code and the country are extracted from the geocoded value of the Location field; the street and the city are not sent. If several fields carry one of these semantics, a single value is kept: preferably set each of them on a single field.
At most 10 identity details are sent per conversion.
Normalization
Values are normalized according to Google's rules before being sent:
- Email: lowercased, spaces removed. For Gmail addresses, the dots before the
@are removed. - Phone: the number must be in international format (for example
+33 6 00 00 00 00). A number that cannot be read in this format is ignored. Preferably use a Phone number field. - First name and Last name: lowercased, spaces and punctuation removed.
Privacy
- Emails, phone numbers, first names and last names are hashed (SHA-256) before being sent: they are never sent in clear text to Google. The postal code and the country, which Google requires in clear text, are sent as is.
- Identity information is computed at send time and is not stored by the export.
- The conversion export requires a consent attestation at project level: you certify that the data sent only comes from users who consented to this sharing.