Event Forwarding question

[NitinCT]

Hello Experts,

Lot of third party server side needs a field called Event ID. What value should be assigned to this field?

Second question, Also mostly all third party tags ask for any of these 3 fields to be provided with Value, Email ID, IP or Mobile Advertising ID. Is there any way we could avoid that?

Thanks

Nitin

[Anil_Umachigi · Accepted solution]

@NitinCT 

UUIDv4 is a great library to generate that event ID, do not forget to pass it to both client side and server side ( media tags like facebook use these to deduplicate events) Read more around UUIDv4 below 

https://www.geeksforgeeks.org/how-to-create-a-guid-uuid-in-javascript/

The more PII (hashed) you provide to vendors better the match rate which helps the marketing campaigns and some cases reporting ( google enhanced conversion) 

For some of the vendors it is mandatory while some vendors are ok with IP address/user agent, so essentially it is not a blanket answer and it depends on each vendor. 

We reached out to each vendor and got the must have and good to have properties for our use cases, reach out to marketing team/vendor to get that confirmation 

Anil 

[bjoern__koth]

@Anil_Umachigi what still surprised me a lot is that the conversion API endpoints in many cases do not support the same setup that you typically have on the client side. 
Example: implementing the Twitter/X tag on the browser works fine, and you can send anything to the regular web endpoint, no matter if the user is logged in or anonymous.
Now upon business request, we should implement the same calls server-side and failed miserably.

reason for this was that X requires hashed PII which is not needed on client side. Alternatively, you should pass in the Twitter click ID. Now, you will not have this click ID unless the user came from a click on a Twitter ad.

Also, PII would only work for logged in users. In the end, after talking to Twitter and explaining them that this is stupid if you can provide an event ID that is identical for client- and served-side, they just nodded and said the will pass this on to the developers. We eventually dropped the server-side integration altogether.

Fair enough, one can argue that a Conversion API is merely meant to capture conversions and not background noise like page views.

But shall the shift away from client-side ever happen if the vendor side doesn't even cover the full feature set

[Anil_Umachigi]

@bjoern__koth Totally share your views, what you had with twitter we experienced with Google, the enhanced conversion requires hashed email ( or phone) while this is not available all times, we were told nothing can be substituted for this. 

The potential value should be weighed in from all vendors before one attempts to go this way.. my 2 cents. 

Anil

[bjoern__koth]

@Anil_Umachigi thx for sharing / confirming