# B2C Data Points
| Column Label | Description |
| --------------------------- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| HEM | Hashed email (sha256 lowercase) |
| UP\_ID | Universal Person ID |
| FIRST\_NAME | First name of the matched record |
| LAST\_NAME | Last name of the matched record (family name, surname) |
| PERSONAL\_EMAIL | The most observed personal email and match for visit |
| PERSONAL\_ADDRESS | Personal address |
| PERSONAL\_ADDRESS\_2 | Personal address 2 |
| PERSONAL\_CITY | Personal address city |
| PERSONAL\_STATE | Personal address state |
| PERSONAL\_ZIP | Personal address zip |
| PERSONAL\_ZIP4 | Plus 4 extension of PERSONAL\_ZIP. Does not include PERSONAL\_ZIP |
| MOBILE\_PHONE | Mobile number associated with the record, run against FCC portability data (to be used for matching purposes only) |
| PERSONAL\_PHONE | Personal phone associated with the record (for matching purposes only) |
| GENDER | Gender of record (M/F/U) |
| AGE\_RANGE | [Age range](/product-overview/untitled-id-tag/visitor-dataset-features/b2c-data-points/age-range-dimensions.md) of record |
| MARRIED | Determination if the record is married (Y/N) |
| CHILDREN | Determination if the record has children (Y/N) |
| INCOME\_RANGE | [Income range](/product-overview/untitled-id-tag/visitor-dataset-features/b2c-data-points/income-dimensions.md) of record |
| NET\_WORTH | Estimate of a households [total financial assets](/product-overview/untitled-id-tag/visitor-dataset-features/b2c-data-points/net-worth-dimensions.md) minus liabilities. Assets include financial holdings such as deposit accounts, investments, and home value. Liabilities include loans, mortgages, and credit card debt. |
| HOMEOWNER | Probabilistic and deterministic data set to capture home ownership (Y/N/P) |
| PERSONAL\_EMAIL\_LAST\_SEEN | Unix timestamp of the last date the email was verified
To convert the unix timestamp to a standard date format, use the following formula in Excel or Google Sheets:
=(A1/86400)+DATE(1970,1,1)
|
| ACTIVITY\_DATE | Max date of Tag fire for period processed |
| PROCESSED\_DATE | Date stamp of match process |
| EVENT\_DATE | Timestamp (Date/Time) of the tag fire to the millisecond in UTC |
| IP\_ADDRESS | IP address associated with the tag fire |
| PARTNER\_ID | PID provisioned by Agency from the tag (feature is an aggregate of all PIDs associated the the Agency) |
| AGENCY\_ID | AID provisioned by Untitled for Agency |
| UNIX\_TIMESTAMP | Unix version of EVENT\_DATE |
| JSON\_HEADERS | JSON Header from the tag fire |
| REF\_URL | Reference URL of the tag fire; last page visited |
| REFERER\_URL | URL visited prior to the tag fire (when available), URL the visitor came from |
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