EMQ Enricher: restore identity on the current event

What EMQ Enricher does

Meta Event Match Quality (EMQ) improves when Purchase and later events include hashed email, phone, and click cookies. Checkout often has phone; a delayed COD fire or webhook often does not have _fbp. EMQ Enricher stores identifiers from earlier events and fills empty fields on the event that is firing now.

• Lookup: phone → email → Cookie Keeper _pf_mid → _fbp
• Fill empty only — incoming values always win
• Consent-safe — no PII restore/persist when GDPR Consent Mode denies ad_user_data
• Plans: Pro and Enterprise only (not Free, not Starter)

Which requests are enriched

Step 1 — Confirm Pro or Enterprise

The feature string is exactly EMQ Enricher. Free and Starter cannot enable it; KV sync forces enabled: false even if someone toggles the setting.

This is not the geo Event Enrichment card (always-on for proxy containers).

Step 2 — Enable the Power-up

1. Open your container in PixelFly → Power-ups.
2. Enable EMQ Enricher (default is off). Wait a few seconds for KV sync.
3. Or Edit container → EMQ Enricher toggle → Save.

No WooCommerce plugin setting is required. Cookie Keeper _pf_mid is optional lookup key #3.

On sGTM containers, choose Custom Loader restore under the Power-up:

• Off (default) — Custom Loader /g/collect is unchanged. Use this until you are ready to canary.
• Automatic — fill standard Event Data (email, phone, _fbp). Tags just work. The GA4 Client also sees that PII.
• Semi-automatic — write enricher_ep.user_data.email, enricher_fbp, etc. Map those in sGTM so the GA4 Client does not get PII.

POST /data (Data Client / COD) always fills standard user_data when EMQ is on, regardless of this radio.

Step 3 — Know your container type

• Proxy — PixelFly tag, plugin, or GTM send JSON to /e. Profiles fill automatically. Continue to step 4.
• sGTM — custom domain (e.g. server.yourstore.com) fronts server GTM. Pick Off / Automatic / Semi for Custom Loader, and keep Data Client for webhooks and COD. Continue to steps 5–8.

Step 4 — Proxy: send events to /e

Any POST /e (or GTM GET /e?k=&d= with Cookie forwarded) that includes phone, email, _fbp, or _pf_mid writes an encrypted profile (TTL ~90 days). A later Purchase with the same key gets empty CIP filled, then SHA-256 hashed for destinations.

curl -sS -X POST 'https://YOUR_FIRST_PARTY_DOMAIN/e' \
  -H 'Content-Type: application/json' \
  -H 'X-PF-Key: pf_live_YOUR_KEY' \
  -H 'Cookie: _fbp=fb.1.1730000000000.1234567890' \
  -d '{"event_name":"Purchase","event_id":"emq-test-1","user_data":{"ph":"01712345678"}}'

Send a second request with the same phone and no fbp — Meta CAPI should receive the restored cookie.

Step 5 — sGTM: Data Client on path /data

1. Open the server GTM container (not web).
2. Templates → Clients → import Stape Data Client.
3. Accepted path: /data (exact). Save and publish.
4. Meta CAPI / Google Ads tags that need restored identity: trigger on Client Name = Data Client.

PixelFly COD Approve & Fire already POSTs /data when fire path is sGTM — those purchases are enriched when this Power-up is on.

Step 6 — Preview header (testing only)

To see /data in server GTM Preview (same pattern as COD):

1. Server GTM Preview → ⋮ → Send requests manually → copy X-Gtm-Server-Preview.
2. PixelFly → Power-ups → sGTM Preview header → paste → Save.
3. Disable that Power-up after testing so live traffic is not sent to Preview.

Web Tag Assistant (GTM-… on the shop) is not server Preview.

Step 7 — Test POST /data

Replace the host with your PixelFly custom domain.

1 — Persist phone + fbp

curl -sS -X POST 'https://ddd.yourstore.com/data' \
  -H 'Content-Type: application/json' \
  -d '{"event":"purchase","event_name":"purchase","user_data":{"ph":"01712345678","fbp":"fb.1.1730000000000.1234567890"}}'

2 — Same phone, no fbp (should restore)

curl -sS -X POST 'https://ddd.yourstore.com/data' \
  -H 'Content-Type: application/json' \
  -d '{"event":"purchase","event_name":"purchase","user_data":{"ph":"01712345678"}}'

Bangladesh 01… phones are normalized to 8801… on all proxy and /data events.

Step 8 — Verify

• PixelFly Logs — purchase (or similar) on path /data. Rows with a GA4 measurement_id like G-… are collect — not EMQ.
• Server Preview — Client = Data Client; Event Data shows filled user_data.fbp.
• Meta Events Manager — Test Events: hashed phone/email and fbp on that Purchase.

Optional — seed from the browser

With Custom Loader restore Off, add a web GTM Data Tag (or HTTP request) to https://YOUR_SERVER_DOMAIN/data with user_data and cookies. With Automatic or Semi-automatic, Custom Loader collect can also seed the profile.

Architecture

Event with phone / email / _fbp / _pf_mid
  → Worker EMQ (if Power-up on + Pro/Enterprise)
  → Fill empty CIP from D1 profile
  → Persist in background (never blocks tracking)

Proxy:  POST /e  → hash → Meta / GA4 / …
sGTM:   POST /data → Data Client → your CAPI / Ads tags
sGTM:   /g/collect  Off | Automatic (standard keys) | Semi (enricher_*)

Not rewritten: /cod/hold  /ck  Custom Loader scripts

FAQs

Does this replay historical PageViews?

No. It only fills holes on the event that is firing now. Same event_id is not reused to send an old PageView.

Automatic or Semi-automatic?

Automatic fills standard Event Data so Meta/Ads tags work with no mapping. Semi-automatic writes enricher_* keys so you map them in sGTM and keep PII off the GA4 Client. Leave it Off unless you want Custom Loader collect restored (canary).

Why do I only see page_view + G-… in Logs?

That is GA4 collect through Custom Loader. It is only restored if Custom Loader restore is Automatic or Semi-automatic. COD and webhooks still use JSON on /data, or a proxy container with /e.

Is Cookie Keeper required?

No. It only adds _pf_mid as a third lookup key. Phone, email, or _fbp is enough.

Does this replace Event Enrichment?

No. Geo / device / UTM enrichment on proxy stays always-on and separate.

What about consent?

Proxy skips restore/persist in GDPR regions when consent is denied. sGTM /data skips if the event sets consent.ad_user_data (or consent_settings) to denied.