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User identifiers are unique values that help OneView match events to the same user across sessions, devices, and platforms. They are used to build the Identity Graph that connects a user’s actions.

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Overview

OneView automatically collects identifiers from your Google Tag Manager Server Container’s Common Event Data. You can also explicitly configure additional identifiers in the OneView Server Tag template.
All identifiers sent to OneView are used to build your Identity Graph, which enables Enhanced Conversions and improves attribution accuracy.

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Supported Identifier Types

The OneView Server Tag template supports the following identifier types:
TypeIconDescriptionFormatHashing
Client ID💻Anonymous browser or device identifierStringNone (plaintext)
User ID👤Authenticated user identifier from your systemStringNone (plaintext)
Organization ID🏢Organization or account identifierStringNone (plaintext)
Email Address📧User’s email addressValid email formatSHA-256 (automatic)
Phone Number📞User’s phone numberE.164 format (e.g., +1234567890)SHA-256 (automatic)

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Client ID

The Client ID is an anonymous identifier typically generated by Google Analytics or your analytics platform. It helps track users across sessions on the same device. Example values:
  • Google Analytics Client ID: 1234567890.1234567890
  • Custom client ID: device-abc123
Client IDs are sent as plaintext. They are anonymous identifiers and do not contain personally identifiable information.

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User ID

The User ID is an authenticated identifier from your system. Use this when users are logged in to your application. Example values:
  • user_12345
  • usr_abc123def456
  • 12345
Use a consistent format for User IDs across all events to ensure reliable identity resolution.

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Organization ID

The Organization ID represents an organization, account, or workspace that the user belongs to. Useful for B2B scenarios where users belong to organizations. Example values:
  • org_12345
  • acct_abc123
  • workspace_xyz789

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Email Address

Email addresses are automatically hashed using SHA-256 before being sent to OneView. The template validates email format and normalizes to lowercase before hashing. Requirements:
  • Must be a valid email format
  • Automatically trimmed and lowercased
  • Hashed using SHA-256
Example:
Email addresses must be provided in plaintext. The template handles hashing automatically. Do not send pre-hashed emails.

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Phone Number

Phone numbers must be provided in E.164 format and are automatically hashed in both E.164 and numeric formats. Requirements:
  • Must be in E.164 format (e.g., +1234567890)
  • Must start with + followed by country code
  • Automatically hashed in two formats:
    • E.164 format (with +)
    • Numeric format (without +)
Example:
  • Input: +1234567890
  • Hashed E.164: sha256("+1234567890")
  • Hashed Numeric: sha256("1234567890")
The template validates phone numbers against the E.164 regex pattern. Invalid formats are ignored.

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Automatic Collection

The OneView Server Tag template automatically collects identifiers from your Server Container’s Common Event Data. The following fields are automatically extracted:
Common Event Data FieldIdentifier TypeNotes
client_idClient IDAnonymous browser identifier
user_idUser IDAuthenticated user identifier
user_data.email_addressEmailAutomatically hashed
user_data.phone_numberPhoneAutomatically hashed (E.164 format)
user_data.address.first_nameNameAutomatically hashed
user_data.address.last_nameNameAutomatically hashed
You don’t need to manually configure identifiers that are already present in Common Event Data. The template automatically includes them.

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Manual Configuration

Use the User Identifiers section in the tag template to add identifiers that are not available in Common Event Data:
1

Open tag configuration

Edit your OneView Server Tag and expand the User Identifiers section.
2

Add identifiers

Click Add New and select the identifier type from the dropdown, then enter the value.
For email and phone identifiers, enter the plaintext value. The template handles hashing automatically.
3

Use variables

You can use GTM variables to dynamically populate identifier values. For example:
  • {{User ID Variable}} for user IDs
  • {{Email Variable}} for email addresses
  • {{Phone Variable}} for phone numbers

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Best Practices

Send multiple identifier types when available. OneView’s Identity Resolution works best when you provide multiple identifiers (e.g., client ID + email + user ID).
Use consistent formats across all events. For example, always use the same User ID format or email normalization.
Include identifiers early in the user journey. The sooner you send identifiers, the better OneView can build the Identity Graph.
Never send pre-hashed PII. The template automatically hashes email addresses and phone numbers. Sending pre-hashed values will result in double-hashing and failed identity resolution.

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Identity Resolution

OneView uses these identifiers to build your Identity Graph, which:
  • Links identifiers across devices and sessions
  • Enables Enhanced Conversions with better match rates
  • Improves attribution accuracy
  • Supports cookieless advertising scenarios
Learn more about Identity Resolution and how it works.

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Next Steps

Basic Setup

Learn how to configure identifiers in the tag template.

Identity Resolution

Understand how OneView uses identifiers to build your Identity Graph.