Personal data by integration

Every Signal integration follows one rule for personal data (email, phone, name, address, postcode, date of birth and similar):

• Activation. A tool that acts on the value (sends an email, SMS, push or WhatsApp message, holds a contact in your CRM or support tool, personalises content with the name, or is your own ESP, CRM or customer data platform) receives it in plain text, normalised: email trimmed and lower-cased, phone in E.164 (or the digits the vendor documents). It is never hashed, because a hash cannot be messaged or shown.
• Matching. A tool that only matches, attributes or builds audiences on the value (advertising platforms, conversion APIs, identity resolution, clean rooms, attribution, analytics) receives it only as a hash: normalised SHA-256 (trimmed and lower-cased, phone shaped first), or the hash the vendor documents. It is never sent in plain text. Where a vendor documents no hashed form, the field is not sent at all.
• Your own storage. Warehouses, databases, object storage and streams you run store personal data as normalised SHA-256 by default (email_sha256, phone_sha256, first_name_sha256, and so on). Storing it in plain text is a deliberate, documented edit to the installed blueprint.
• Never in a URL. Plain-text personal data is never placed in a request URL, where it would be logged. The one exception is listed below and is off by default.

Hashing happens inside your own deployment, before anything leaves it. The table below is generated from what each integration’s presets actually send, rendered through the delivery path and checked in CI (TestBlueprintPIIActivationMatching).

Exceptions

• Everflow, email (plain in the URL): Everflow’s server postback is a GET: the address can only travel in the URL. Sent only when the Email Address Attribution setting is on (off by default).
• Mailchimp, email (md5 in the URL): Mailchimp’s API addresses a list member by subscriber_hash, the MD5 of the lower-cased email, in the URL path; it is a lookup key, not matching.
• Automotive search postcode. Storage integrations and Adobe Analytics keep the postcode of vehicle_searched as sent: it is the outward code of a proximity search (for example SW1A), a district, not a personal postcode. The personal postcode from identify is hashed.

Advertising

Attribution

• Adjust, Admitad, Adtraction, AppsFlyer Android, AppsFlyer iOS, AWIN, Branch, Button, Commission Junction, Effinity, Exactag, Impact Radius, Kochava, Kochava IdentityLink, Magellan AI, Partnerize, Podscribe, Podsights, Rakuten Conversions, Rockerbox, ShareASale, Singular, Tradedoubler, TUNE, VideoAmp, Voluum, Webgains: Matches, attributes or builds audiences on the value and never contacts the person, so personal data is sent only as a hash (normalised SHA-256, or the hash the vendor documents).
• Dreamdata: Links a contact to a company by the email domain, an exact match a digest cannot give, and shows the contact to the sales team (#1317).
• Everflow: Email Address Attribution links later conversions to the partner by the address itself (opt-in setting, off by default).
• Refersion: Lifetime commission links the order’s email address to the affiliate; the webhook documents the plain customer email and name.

Analytics

• Adobe Analytics, Adobe Identity Service (ECID), Amplitude, Chartbeat, Convert, econda, etracker, Google Firebase, FullStory, Google Analytics 4, Heap, June, Kissmetrics, Matomo Analytics, Mixpanel, Optimizely, Pendo, Piano Analytics, Piwik PRO, PostHog, Statsig, Webtrends, Woopra: Matches, attributes or builds audiences on the value and never contacts the person, so personal data is sent only as a hash (normalised SHA-256, or the hash the vendor documents).
• Adobe Experience Platform: The customer’s own profile store (Real-Time CDP); the Journey Optimizer and Campaign destinations it feeds send email to the profile.
• Glassbox: Browser only (session replay): Signal delivers nothing server to server. The detector receives the user ID and email from the visitor’s browser on identify, for session lookup (see the Glassbox page).
• Hotjar, Microsoft Clarity: Browser only (session recordings and heatmaps).

Identity resolution

• LiveRamp Data Connectivity: Matches, attributes or builds audiences on the value and never contacts the person, so personal data is sent only as a hash (normalised SHA-256, or the hash the vendor documents).

Data clean rooms

• InfoSum: Clean-room matching inside the customer’s InfoSum Bunker: hashed (decision 2026-09-23, #1559).

Customer data platforms

• ActionIQ, Amperity, Bloomreach, Blueshift, Hightouch, Lytics, mParticle, RudderStack, Salesforce CDP, Segment (as destination), Tealium EventStream, Treasure AI: Acts on the value (messages the person, or holds the contact in the customer’s own CRM, ESP or CDP), so it is sent in plain text, normalised: email trimmed and lower-cased, phone in E.164.
• Eulerian: Marketing attribution and analytics: it matches visitors across touchpoints, it does not contact them.
• Lotame: Data management platform: it builds audiences, it does not contact the person.
• Zeotap: Identity resolution and audience activation to ad platforms: it matches on the identifiers, so they are hashed.

CRM

Marketing automation and messaging

• Actito, ActiveCampaign, Adobe Campaign, Adobe Journey Optimizer, Airship, Attentive, Bluecore, Braze, Brevo, Campaign Monitor, Cheetah Digital, CleverTap, ClickSend, Cordial, Courier, Customer.io, Dotdigital, Drip, Emarsys (SAP), Iterable, Klaviyo, Leanplum, Listrak, Loops, Mailgun, Mailjet, Mapp, Adobe Marketo Engage, Mautic, MoEngage, Ometria, Omnisend, OneSignal, Oracle Eloqua, Oracle Responsys, Ortto, Salesforce Marketing Cloud Account Engagement, Postscript, Sailthru (Marigold), Salesforce Marketing Cloud, Selligent (Marigold Engage), SendGrid, Sendlane, Splio, Sprinklr, Twilio SMS, Vero, Voyado, WebEngage, WhatsApp Business, Xtremepush: Acts on the value (messages the person, or holds the contact in the customer’s own CRM, ESP or CDP), so it is sent in plain text, normalised: email trimmed and lower-cased, phone in E.164.
• Mailchimp: Email marketing: the member is addressed by the MD5 of the lower-cased email in the URL, the key Mailchimp’s API requires.

Personalisation

• AB Tasty, Adobe Target, Algolia Insights, CommandBar, Coveo, Kameleoon, LaunchDarkly, Monetate, Split, VWO: Matches, attributes or builds audiences on the value and never contacts the person, so personal data is sent only as a hash (normalised SHA-256, or the hash the vendor documents).
• Appcues: Personalises in-app flows with the profile (name, email).
• Chameleon, Userpilot: In-app guidance personalised with the profile.
• Dynamic Yield: Identifies the visitor for on-site personalisation by the hashed email identifier (he) it documents; it does not message the person.
• Insider: Cross-channel marketing platform: it messages the person by email and SMS and accepts no hashed identifier.
• Movable Ink, Movable Ink Customer Data: Personalises email content the customer’s ESP sends; identifies the person by the user ID.
• Ninetailed: Personalises content with the profile traits.
• Session AI: Predicts in-session intent; identifies the customer by the user ID and sends no personal data.
• Talon.One: Promotions engine holding the customer profile the promotions apply to.

Notifications and alerts

• Discord, Microsoft Teams, PagerDuty, Slack Notifications, Telegram: An internal alert channel: no personal data is sent.
• Intercom: Support contact: the conversation is with the person.

Data warehouses

Databases

Object storage

Streaming

Other

• Webhooks: The customer’s own endpoint: treated like the customer’s own storage.