Transformations & Enrichment

Because the data now passes through infrastructure you control, you can change it before it reaches any vendor, something impossible on the client.

Transformations

A transformation modifies the event data applied to a set of tags, for example redacting a parameter, renaming a field, or adding a default. It is the clean way to shape outbound data globally rather than editing every tag.

Enrichment

• Look up extra attributes (e.g. product margin, customer tier) and attach them to the event.
• Add geo or device data derived server-side.
• Hash user-provided data (email, phone) for ad-platform matching, away from the browser.

Redaction

The flip side of enrichment: strip data a vendor should not receive (PII in a URL, an internal id) before forwarding. The server is the right place to enforce these rules once, for every destination.

// Conceptually, in a transformation:
//   event.user_data.customer_tier = lookup(event.user_id)
//   delete event.page_location_query   // drop a PII-bearing query string