03 · Data quality & enrichment

Cleaner, more complete and better attributed data in your marketing tools.

Post-consent conversion tracking

With Google Consent Mode, some conversions are not counted right after acceptance. This option sends a clean event so your advertising tags (Facebook, TikTok, Criteo...) fire properly.

Technical detail

With server-side Google Consent Mode (Advanced), the initial cookieless page_view does not fire third-party tags, and neither does the automatic second event. The option clones the page_view (without the update parameters) and sends it to a dedicated GA4 property: marketing tags fire as soon as consent is given, without polluting GA4 statistics.

Tracking parameter recovery & normalisation

Recovers campaign information (gclid, fbclid, UTM) often stripped by Safari or blockers, and fixes malformed UTMs for correct traffic attribution.

Technical detail

Detects and restores gclid, fbclid and UTM parameters removed by Safari (ITP) or adblockers. Fixes malformed UTMs to prevent Paid Search & Social traffic from being reclassified as Organic or Cross-channel in GA4.

User data quality

Enabled by default

Formats and cleans user data (email, phone, address) according to Google's requirements, to improve conversion matching.

Technical detail

Formats and cleans data according to Google's strict standards to avoid errors and maximise match rates (Enhanced Conversions).

Data enrichment & persistence

Paid option Free via the co-op

Improves visitor recognition by storing your own data (emails, phones, addresses) and completing it with pseudonymised data known to Sirdata when yours is missing.

Technical detail

SHA-256 pseudonymised data injected into flows and HTTP headers to improve User Provided Data (GA4) and Match Quality (Meta EMQ). Aligns with your own rules: if you only send consented data without cookieless functions, enrichment stays limited to the consented scope.

Related headers (enabled with HashedUserDataEnrich): Gtm-Helper-User-Hashed-Email, Gtm-Helper-User-Hashed-Phone, Gtm-Helper-User-First-Address, Gtm-Helper-User-Second-Address.

↳ Hashed data sharing (co-op)

Free via the co-op

Join the Sirdata co-operative to get enrichment for free: the fingerprints of your consented data feed the shared graph. No clear-text data is ever shared.

Technical detail

Sends Sirdata the fingerprints (hashes) of emails, phone numbers and addresses collected with consent to feed the shared graph. Systematic hashing before sending, no clear-text data. A transparency report compares what you share with what Sirdata provides.

Prerequisite: Sirdata TCF vendor (53).

Going further

• Integrating Sirdata data into the GTM layer

• Configuration GA4

• Facebook Conversions API setup