Customer data & privacy

Passing customer details with conversion events dramatically improves ad-platform match rates (Meta's Event Match Quality). Prism is built so that raw customer data never leaves the visitor's browser.

Recognized fields

Pass these as properties on any prism('track', ...) call:

window.prism('track', 'Lead', {
  email: '[email protected]',
  phone: '(555) 123-4567',
  first_name: 'Jane',
  last_name: 'Doe',
  city: 'Austin',
  state: 'TX',
  zip: '78701',
  date_of_birth: '1990-04-12',
});

Field	Normalization before hashing
email	trimmed, lowercased
phone	digits only
first_name, last_name	letters only, lowercased
city	letters only, lowercased
state	2-letter code, lowercased
zip	first segment, whitespace stripped
date_of_birth	digits only (YYYYMMDD)

Each field is normalized to the ad platforms' matching rules and SHA-256 hashed in the browser before the event is sent. The raw values are removed from the payload — Prism's servers only ever see the hashes, which is exactly the format Meta CAPI accepts.

fb_login_id (the numeric Facebook user ID, for sites with Facebook Login) is also recognized and passed through un-hashed, per Meta's spec.

Identity and cookies

• adsidian_id — issued server-side as an HTTP-only, secure cookie scoped to your root domain, 1-year lifetime. Because it's set by an HTTP response on your own domain, it is not subject to Safari's 7-day JavaScript cookie cap.
• Click-ID cookies (fbclid, gclid, …) — 90-day first-party cookies, so a visitor who clicks an ad today and converts next month still attributes correctly.
• _fbp — Meta's browser identifier. If the site has no Meta pixel, Prism generates a spec-compliant value so CAPI events still match.

Consent

If your site operates under GDPR/CCPA-style consent requirements, gate the snippet behind your consent manager the same way you would a pixel (only inject the script tag after consent), or ask your agency about Prism's per-client consent configuration.