Understanding E.164 Phone Number Formatting for Ad Platforms
E.164 is the international phone number format required by every major ad platform for Enhanced Conversions. Learn the format rules, country codes, and common mistakes with The Upload Offline Conversions App.
Last verified: 2026-11-05
E.164 is the international standard that ensures phone numbers are formatted consistently across all ad platforms. Every Enhanced Conversions upload — whether to Google Ads, Meta, Microsoft, or TikTok — requires phone numbers in E.164 format before SHA-256 hashing.
The Format
+[Country Code][Subscriber Number]Rules:
- Always starts with
+ - Followed by 1-3 digit country code
- Followed by national subscriber number
- No spaces, dashes, parentheses, or dots
- Maximum 15 digits total
Country Code Reference
| Country | Code | Format Example |
|---|---|---|
| United States | +1 | +15551234567 |
| Canada | +1 | +16045551234 |
| United Kingdom | +44 | +442071234567 |
| Australia | +61 | +61412345678 |
| Germany | +49 | +4930123456 |
| France | +33 | +33612345678 |
| India | +91 | +919876543210 |
US Number Conversion Examples
| Input Format | E.164 Output |
|---|---|
| (555) 123-4567 | +15551234567 |
| 555-123-4567 | +15551234567 |
| 555.123.4567 | +15551234567 |
| 5551234567 | +15551234567 |
| 1-555-123-4567 | +15551234567 |
| +1 555 123 4567 | +15551234567 |
The Hashing Pipeline
Raw: (555) 123-4567
↓ Strip non-digits
Clean: 5551234567
↓ Add country code
E.164: +15551234567
↓ SHA-256 hash
Hash: d4f5c3b1e72a9f8d...
↓ Send to platformSkip any step → zero matches. The hash of 5551234567 ≠ the hash of +15551234567.
How TUOCA Handles E.164
TUOCA handles all phone normalization automatically:
- Accepts any common input format
- Strips non-digit characters
- Detects country based on account settings
- Applies E.164 formatting
- SHA-256 hashes the result
- Sends to the destination platform
Use the E.164 Formatter tool for manual verification.