Exposure Log Matching is available to Match Booster customers and must be enabled by Hightouch. to turn it on.
Overview
Ad platforms record every impression and click your campaigns generate. These exposure logs include details such as the campaign, the publisher, the creative, and where the ad appeared. Ad platforms key exposure logs to identifiers such as UID2s, mobile device IDs, and hashed PII. Those identifiers often don’t appear in your customer records, so the logs are hard to join to the rest of your data. Exposure Log Matching matches the identifiers in each log to the identifiers mapped in your model’s Match Booster configuration. Each matched row gets a hashed version of your model’s primary key, such as a customer ID or household ID. Hightouch then writes the matched logs to your warehouse, where you can analyze ad exposure alongside purchases, loyalty status, and the rest of your customer data.How to set up Exposure Log Matching
You request a log feed from your ad platform and send setup details to Hightouch. Hightouch configures matching and starts delivery. Each delivery covers one finished UTC day and usually arrives the following UTC day. You then add the matched logs to your Customer Studio schema or query them directly. See Set up Exposure Log Matching for the step-by-step walkthrough.Supported platforms
Each platform page lists the identifiers its logs contain, what to request from the platform, regional availability, and any limits. To match logs from more than one platform, set up each one separately.
How matching works
- Your ad platform sends exposure logs to Hightouch.
- Hightouch matches the identifiers in each log to the identifiers mapped in your model’s Match Booster configuration.
- Hightouch also matches identifiers your model doesn’t contain, such as mobile device IDs and UID2s, through the Match Booster identity graph.
- When a platform links one feed to another, such as a click to the impression it came from, the linked row gets the same ID.
- Hightouch redacts identifiers it can’t share with you, then writes every row to your warehouse.
ID column holds the SHA-256 hex digest of that record’s primary key, cast to text, not the key itself. To get household-level results, choose a model whose primary key is a household ID. If you turn on household targeting in Match Booster, identity graph matching uses household-level identifiers.
Rows that don’t match stay in the output with an empty ID.
Identifiers Hightouch uses
Hightouch reads the columns mapped to these types in your model’s Match Booster configuration:
Map at least one of these types. Matching fails when the model has none.
Hightouch removes spaces, parentheses, dots, and hyphens from phone numbers before matching. It skips values that don’t fit an accepted format, so check your columns if match rates are lower than expected.
Hightouch leaves an identifier unmatched when it belongs to more than four records in your model, because a widely shared identifier, such as a household phone, can’t point to one customer.
Use cases
Data storage and privacy
Hightouch processes your exposure logs to match them. The matched logs you query live in your warehouse.- Every row is kept. Hightouch delivers every row the ad platform sends. It doesn’t filter or sample logs.
- Some identifiers are redacted. Hightouch replaces identifiers you don’t have permission to view with the word
REDACTED. Device ID and cookie values stay on rows that are unmatched or matched from your own data. Every other identifier value, including UID2s, is redacted. Your platform’s page lists the exact columns. - Hightouch keeps recent matched output. Hightouch keeps the matched output for recent days outside your warehouse, about a week by default, so it can link clicks to the previous day’s impressions. It doesn’t keep raw logs: each run reads them again from the ad platform’s storage.
- Raw logs stay with the ad platform. Raw logs remain in storage the ad platform owns, for the period listed on each platform page.
- Matched logs stay in your warehouse. Matched logs land in the Match Booster schema in your warehouse and remain there until you delete them. See Exposure Log Matching output reference for where Hightouch writes them.
Next steps
- Set up Exposure Log Matching to request a feed and add the matched logs to your schema.
- Exposure Log Matching output reference for the tables, views, and columns Hightouch writes.