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We always advise our customers no not to send Personal Identifiable Information through our frontend pixel. This also applies for the email field.

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Below you see a small activity diagram how this works internally works.

For the sake of this example, user@domain.com's hash is hash256-abc

1. First you send a Purchase event through the frontend pixel with an orderid (1234) and a hashed email (hash256-abc)
   1. Our system will tries try to find a customer based on the given hash
   2. No customer found, so a new customer with ID 100012018 is created
2. After that Later, you send a API backend call with the same orderid and other necessary fields, but this time you provide the real email.
3. Our system will convert the real email to the hash hash256-abc and tries to find a customer
   1. If a customer is found with the same hash, his/her profile is enriched with additional data, which is email in this example (preferred scenario)
   2. If no customer found with the same hash, a new customer is created

Best Conclusion. The best practice is to always to leverage our hash-matching mechanism:

A- send a pixel Purchase event with orderid and a hashed email.

B- send an API backend call Purchase event with the same Purchase data orderid and the non-hashed email address.This way we can match the profiles and make it more complete.

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