Modern tracking often has data gaps. A user may submit their email in one session, return later from another device, or complete the final conversion offline through a CRM, store, or sales team. When future events miss key identifiers, ad platforms may struggle to match them correctly or connect them to the full customer journey.
Enricher helps solve this by storing selected user data from incoming requests and reusing it later when future events are missing or incomplete. Once a user has been identified, Enricher can automatically add known identifiers to future requests, helping improve event match quality, attribution, and customer journey visibility.
This webinar covers practical use cases you can build with Enricher, including improving event match quality for Meta and Google, enriching webhook events for offline conversions, and supporting cross-device tracking when a shared identifier is available.
Speakers: Dan Murovtsev, Product Manager @ Stape
1. What Enricher is and how it works
Learn how Stape’s Enricher stores selected user data from incoming requests and reuses it to enrich future events with missing identifiers.
2. Use case 1: Improve event match quality
See how Enricher
can help increase match quality for platforms like Meta and Google by
adding known user identifiers to events where they are missing.
3. Use case 2: Connect online activity with offline conversions
Learn
how to enrich CRM, webhook, and offline conversion events so you can
better understand which website actions lead to offline sales or later
customer outcomes.
4. Use case 3: Support cross-device tracking
Explore how Enricher can help recognize the same user across devices when email or another shared identifier is available.
5. Q&A session
Get answers about setup, data quality, and rollout questions.
Click the button below to get the webinar presentation.
If Enricher uses Stape Store, events can create extra Store usage because Enricher needs to check whether a matching user profile already exists.
As a safe estimate, plan for at least one extra Store operation for each event that Enricher checks. If the event also contains new user data that needs to be stored, Enricher can also create a write operation.
If cost is a concern, teams can test cookie-based enrichment first. This option does not add Stape Store request costs, but it works only inside the same browser. It does not support offline or cross-device enrichment in the same way as Stape Store.
Yes, if the webhook sends a valid POST request with JSON to the /data endpoint, which is the default endpoint for the Data Client.
This works for enriching webhook events and for collecting new data from them. If the webhook includes new user data, Enricher can add that data to the user profile and use it for future enrichment.
With Stape-authored tags, no extra tag changes are usually needed. In automatic mode, Enricher adds data to standard event data fields, and Stape tag templates can read this data from the expected places.
For proprietary Google tags, such as Google Ads, some manual setup can still be needed for cookie-related fields. User data can still be processed, but the exact setup depends on the tag and the data that needs to be sent.
We see Enricher becoming a more common part of server-side tracking setups, especially for businesses that need better identity resolution, offline conversion tracking, and cross-device data stitching.
It is still a new feature, and the product will continue to grow, but the use case is already clear: many tracking setups lose useful user data between sessions, devices, and offline touchpoints. Enricher helps fill those gaps when a reliable matching identifier is available.
Yes, that is the general idea. Enricher stores previously collected user data and uses deterministic identifiers, such as email address or other supported identifiers, to match future events and fill missing fields.
With Stape Store, data is stored in the database and can be used to enrich future incoming events. Cookie-based storage is different because it depends on cookie lifetime and whether the user clears cookies.
From a compliance point of view, cookie use should be reflected in the cookie policy and consent banner where required. Data storage should also follow consent rules. For example, marketing-related data should be stored only when marketing consent is granted. For exact privacy policy wording and local legal requirements, teams should check this with their DPO or legal advisor.
Yes. Enricher can simplify offline conversion tracking because online user data can be stored first and reused later when an offline event arrives.
For example, a user can share their email during an online interaction. Later, when an offline conversion comes from a CRM or webhook with the same email address, Enricher can match the event to the stored profile and add missing user data.
This reduces the need to manually pass browser cookies through hidden form fields in many offline conversion setups.
Not at this stage. Enricher currently works at the individual profile level.
A B2B setup where several individual profiles are grouped under one company profile could make sense in the future, but this is not part of the current Enricher functionality.
Yes. Cookie Keeper supports the _sbpee cookie used by Enricher.
Cookie Keeper is designed to extend the lifetime of supported first-party cookies in browsers with strict cookie limits. This helps Enricher keep cookie-based user data available for longer, depending on the setup and consent status.
The most reliable way to connect activity across devices is through a shared identifier, such as an email address.
If both devices are linked to the same email address, Enricher can use that shared identifier to match the profile and add other available details to future events.
Enricher matches users based on available identifiers. If new data comes in with the same identifiers as an existing profile, stored profile data can be updated.
This means the latest data linked to those identifiers can replace older stored values. For shared devices, it is important to use reliable user identifiers and consent rules to reduce the risk of mixing data between different people.
Yes. Enricher can work with Salesforce webhooks as long as the webhook data is sent to the server container in the required format.
The key point is that the webhook should send a valid POST request with JSON to the endpoint used by the Data Client. If the webhook includes a matching identifier, Enricher can use stored data to enrich the offline conversion event.
Enricher keeps the latest value for the same profile.
For example, if new address data is received for the same profile, the new address replaces the previous one. Enricher does not keep both addresses as separate historical values in the enriched event data.
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