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Real-Time CDP · destinations

Who reaches the destination

The “Added to cart today” audience has five profiles. Being in the audience does not mean getting through. Each destination asks for specific identities, in a specific format, and the mapping decides which ones are sent.

Scenario

Destination

Meta and Google by streaming, the SFTP by files and the website on the Edge.

Email to Meta or Google

Apply transformation applies the SHA256 hash at activation.

Map the phone number, hashed

Meta reads it from Phone and Phone_E.164. Google only from Phone_E.164.

Map IDFA
Exclude anyone without advertising consent
Identity exported to the SFTP

It becomes a mandatory attribute and the deduplication key of the file.

The audience uses the active-on-Edge merge policy

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Illustrative scenario ↑ Back to the controls
Example assumptions

Example profiles, identities, values and destinations.

Result

The five profiles in the audience

The identities each one holds in AEP and what goes out to the chosen destination.

Mapping

What is sent and what to check

Target fields change with each destination. The warnings come from the settings above.

The recommendation

Design identities with the destinations in mind, not the other way round

Many profiles are left out of a destination because of a decision made when the schema was designed, months before anything was activated.

  1. 01

    What each destination asks for

    Before ingesting, build a table of the identities each planned destination accepts. Meta and Google do not match on ECID or CRMID.

  2. 02

    Format at the source

    Phone numbers in E.164 and in the Phone_E.164 namespace. Emails in lowercase with no spaces. Badly formatted data is not fixed in the mapping.

  3. 03

    Hash at activation

    Keep email and phone unhashed on the profile if other channels use them, and turn on Apply transformation where SHA256 is required. Never send personal data in clear text to ad platforms.

  4. 04

    Consent and keys in files

    Exclude anyone without advertising consent before activating. In file-based destinations, export an identity that every profile meant to go out actually has.

Architecture note · 05 Reuse the data foundation across channels Add channels by reusing customer and decision foundations, not rebuilding them. Read the note →

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