Lead Fingerprinting

A secure way to uniquely and anonymously determine that that information collected on the web form matches the lead data received with the TrustedForm certificate.

After a consumer fills out a form with the TrustedForm script, a set of fingerprints uniquely and anonymously link the TrustedForm certificate to the consumer using their email address(es) and/or phone number(s). These fingerprints are generated and stored with the certificate as a SHA1 hash, obscuring any personally identifiable information (PII). You can learn more at Calculating Lead Fingerprints.

As part of the claim process, a comparison set of fingerprints can be easily generated from the email addresses and phone numbers and then verified against those collected on the certificate. The claim response will include both matching and non-matching fingerprints, and a warning should the fingerprints not match, so you may flag the certificate for review.

Frequently Asked Questions

Q: Do I have to send fingerprints with my claim?
A: No, checking lead fingerprints on a claim is optional

Q: What does it mean when fingerprints match?
A: When fingerprints match it means that the information collected on the form matches the lead data received with the certificate — the lead and the certificate belong together. This provides a programmatic way to confirm a certificate being claimed is the certificate that was generated with the lead.

Why don't the fingerprints match?

There are several reasons fingerprints might not match:

  • The email(s) and/or phone number(s) entered into form do not match the data provided in the claim call.
  • No fingerprints were generated on the form. This can happen if there were no populated email or phone form fields.
  • The fingerprints provided by the advertiser during the claim API call weren't properly generated. See Calculating Lead Fingerprints for more information.

You may manually review the certificate's video replay to confirm the form fields.

Why do some claims take over 10 seconds when I send fingerprints?

When you request that TrustedForm match fingerprints during the claim call, but the consumer's browser hasn't sent them yet, TrustedForm will check to see if they're still active on the page, and will intentionally delay the claim request until the user has become sufficiently idle, or the browser sends TrustedForm a fingerprint. This is done to reduce the number of false-negatives for fingerprint matches. This delay can take up to 20 seconds. The only other intentional delay in the claim process can happen when page scanning during the claim.




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