# How EdgeTag Works
### **Event Collection from your Digital Front** EdgeTag deploys a lightweight collector on your website that captures standard events and sends them to your first-party server infrastructure for processing. EdgeTag supports no-code installs on the following platforms: * Shopify: App install, no code required (10 minutes) * BigCommerce: App install, no code required (10 minutes) * WooCommerce: Plugin install, no code required (15 minutes) * Salesforce Commerce Cloud: App install, no code required (30 minutes) * WordPress: Plugin install (15 minutes) EdgeTag also offers JavaScript and HTTP SDKs for React frameworks and custom storefronts to easily capture data. ### **Core Processing: ID and Transform** Once event data reaches EdgeTag, two critical functions happen: #### **ID Graph (Identity Resolution)** EdgeTag stitches data into and from a persistent identity graph. This ID graph creates and maintains a persistent user ID per browser that survives cookie deletion, enabling you to track customer journeys across sessions. When a customer identifies themselves (via email or phone), EdgeTag instantly connects their anonymous browsing history to their known profile. #### **Data Transformation** EdgeTag helps transform standard events into intelligent marketing signals that improve algorithm performance and ROAS. EdgeTag connects via out-of-the-box integrations with CRMs like Shopify or receives data via webhooks from other data sources. This enables real-time enrichment, allowing EdgeTag to create custom conversion signals tailored to your specific business goals, such as optimizing for new customer acquisition (vs. returning customers), specific product categories, margins over revenue, and more. These intelligent signals are then formatted into platform-specific schemas (Meta CAPI, Google Enhanced Conversions, TikTok Events API, etc.). #### Data Delivery: Stream to 50+ Marketing Channels EdgeTag enables both browser-side and server-side event delivery to your entire marketing and analytics ecosystem. This hybrid approach, leveraging the unified data layer of EdgeTag, ensures maximum data capture, browser-side events for immediate pixel firing, and server-side delivery via APIs for reliability and completeness. EdgeTag supports signal delivery to the following popular channels: **Advertising Channels:** Meta, Google Ads, TikTok, Pinterest, Snapchat, AppLovin, LinkedIn, Reddit, Bing, and more. **Retention Marketing Channels:** Klaviyo, Attentive, Postscript, Emotive, Mailchimp, Yotpo, and other email/SMS providers. **Analytics & Warehouse:** Google Analytics 4, Amplitude, Mixpanel, Google Cloud PubSub, S3 buckets, and more.
Advertising ChannelsMeta, Google Ads, TikTok, Pinterest, Snapchat, AppLovin, LinkedIn, Reddit, Bing and more.
Retention Marketing ChannelsKlaviyo, Attentive, Postscript, Emotive, Mailchimp, Yotpo, and other email/SMS providers.
Analytics & WarehouseGoogle Analytics 4, Amplitude, Mixpanel, Google Cloud PubSub, S3 buckets and more.
All data delivery happens in parallel with sub-second latency, ensuring every platform receives complete, accurate customer data simultaneously.
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