Send every BigCommerce event to X, server-side

BigCommerceWhat it sends

• order_idBigCommerce order
• email / phonecheckout contact
• customer_idBigCommerce customer record
• productscatalog items on the order
• total_inc_taxorder value

Resolved before it is sent

• IdentityMatched against a 750M+ device graph, so a phone browse and a desktop checkout resolve to one customer.
• customer_typeNew or returning, resolved before send.
• DeduplicationBrowser and server copies of the same purchase collapse on event ID, so nothing is counted twice.
• Bot and fraud filteringAutomated traffic never reaches the model, because what you keep out of the training set matters as much as what goes in.

Ad platforms accept almost anything and tell you very little. These controls exist so you can see what was sent and what was accepted, rather than inferring it from a reporting gap.

XWhat it receives

• hashed email / phoneidentity matching on arrival
• twclidcredit the click that drove it
• external_idstable person across sessions
• event_iddedupe against the browser pixel
• value / currencyvalue-based bidding