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.
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.
- 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.
- 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.
- 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.
- 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.
Explore this decision
- The load is green. What about the campaign?
A completed load does not prove a campaign works. Separate technical health, data freshness and recovery in AEP operations.