Normalizing and Hashing Identifiers FAQs
How do I normalize identifiers?
Each raw identifier (plain text email, mobile identifier, IP address and/or phone number) must be normalized before being hashed.
Normalizing identifiers:
-
Normalize email addresses by trimming leading and trailing whitespace and converting all characters to lowercase before hashing
-
Normalize mobile advertiser id by using all lowercase. Do not remove hyphens
-
Normalize phone numbers by including the country code, remove any double 0 in front of the country code. If the number itself begins with a 0, this should be removed. Also exclude any non-numeric characters such as whitespace, parentheses, ‘+’, or ‘-’
How do I hash identifiers?
-
Hash raw identifiers with lowercase hex SHA256 format
-
All user identifiers must be normalized BEFORE being SHA256 hashed
-
Example for Phone Numbers:
|
Country
|
Before Normalization
|
After Normalization
|
Action
|
|
US Phone Number
|
001-234-567-8910
|
12345678910
|
00 of country code and ‘-’ characters removed
|
|
UK Phone Number
|
+44 844 412 4653
|
448444124653
|
Initial 0 of number, whitespaces and ‘+’ character removed ashing Identifiers
|
-
Event Time: Provide the UNIX timestamp, calculated in seconds, of the conversion event. The UNIX timestamp is a way to track time as a running total of seconds. UNIX allows us to reach consensus on a moment of time, regardless of what timezone. For example, if it is currently October 08, 2021 3:18 PM UTC, this translates to “1633684680”. If your UNIX timestamp is in millisecond format (13 digits), please remove the last 3 digits.
