Match Quality

Match rate 85-95%
straight from the source

Email and phone hashed via SHA-256 following each platform's spec, click IDs propagated, identity enriched. Your events arrive matched — not tossed into the dark.

85-95%

Typical match rate for Pro customers — vs 40-60% for browser-side pixel

9.4+

EMQ Score (Meta) guaranteed on Pro and Business plans — Match Quality in real time

< 80ms

Enrichment latency — hash + GeoIP + click ID propagation in a single call

Why match rate drives ROAS

Match rate is the percentage of events that the ad platform can associate with a real user inside its algorithm. The higher the match, the better the LAL, the cheaper the CAC, the more predictable the scale.

Browser-side pixel

Low match rate

42%

iOS ITP cuts first-party cookies in 7 days
AdBlock blocks 25-35% of events
Email/phone in plain text (not hashed)
Click IDs lost in the funnel flow
Algorithm optimizes in the dark

Trakvo Match Quality

Premium match rate

89% +47pp

Server-side bypasses iOS ITP, AdBlock and Safari's ITP
SHA-256 following the exact spec of each platform
fbc, fbp, ttclid, gclid propagated end-to-end
GeoIP enrichment (country, region, ZIP) automatically
Algorithm sees nearly everything → stable ROAS

Enrichment pipeline

Every event goes through 5 stages in < 80ms before reaching the ad platform.

Capture

Event arrives via browser SDK or server-to-server webhook. PII in the clear only at this moment.

Normalization

Email lowercase + trim, phone E.164, names without accents, ZIP digits only.

SHA-256 hash

Irreversible hashing per Meta + TikTok + Google spec. PII never leaves the server in plain text.

Enrichment

GeoIP (country, region, ZIP), click IDs propagated, user-agent parser, deterministic event_id.

Dispatch

Payload optimized per platform (Meta CAPI, TikTok Events API, Google Ads). Match rate maximized.

Normalization by spec

Each platform requires a specific format. Getting this wrong = match rate dropping 30%.

normalize.ts

// Email " [email protected] " → trim + lowercase → "[email protected]" → SHA-256 // Phone (E.164) "(415) 998-7766" → digits only + country → "14159987766" → SHA-256 // Name "John" → lowercase + strip accents → "john" → SHA-256 // City "San Francisco" → lowercase + strip spaces + accents → "sanfrancisco" → SHA-256 // ZIP "94103-1234" → digits only → "941031234" → SHA-256

Click IDs propagated

IDs that travel from the ad click all the way to conversion. Without them, the platform can't tell that user X who purchased was the same user Y who clicked on ad Z.

fbc

Facebook Click ID — extracted from ?fbclid= on the landing page

fbp

Facebook Pixel ID — first-party cookie generated in the browser, persisted server-side

ttclid

TikTok Click ID — extracted from ?ttclid= on the landing page

gclid

Google Click ID — Google Ads attribution token

wbraid

Google web→app attribution ID (iOS 14.5+ post-ATT)

gbraid

Google iOS app-only attribution ID

msclkid

Microsoft Ads click ID — propagated to LinkedIn as well

epik

Pinterest click ID — generated on the pin click

Advanced features

Deterministic event_id

Generates the same event_id on browser + server for automatic deduplication. No double counting between browser Pixel and CAPI.

Real-time Match Quality

Dashboard with current EMQ score per platform (last 24h / 7d / 30d). Automatic alert if it falls below 8.0.

Hash with rotated salt

Optional salt rotated every 90 days to make reverse lookup impossible even in the unlikely event of a hash leak.

GeoIP enrichment

Automatically adds country, region, ZIP when missing from the payload — straight from the MaxMind database updated weekly.

User-Agent parser

Extracts browser, OS, device structured from the raw UA to enrich TikTok/Meta payloads (optional fields that increase match).

Synthetic enrichment

Pro/Business: for sparse records (no email/phone), we infer via fingerprint + historical click ID. +12% match rate on average.

Ready to double your match rate?

Setup in 30 minutes. Match Quality in real time from the very first event. No lock-in — cancel anytime.

9.4+ EMQ guaranteed ✓ < 80ms latency ✓ GDPR compliant

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