> For the complete documentation index, see [llms.txt](https://docs.jentis.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.jentis.com/data-control/real-time-data-transformation.md). # Real-Time Data Transformation JENTIS provides powerful real-time data transformation features that allow you to take full control over how values are processed and shared with third-party vendors. ### Concept The general concept of JENTIS data handling follows a **data chain** approach: 1. **Extract values** * Data is first captured from the **Client-Side environment** (e.g., a visitor’s browser). * This value can be directly assigned (*1:1 mapping*) to a placeholder and shared with a third-party vendor. 2. **Enrich on the Server-Side** * **Server-Side variables** allow interaction with multiple Client-Side values. * They can also leverage **JENTIS Storage** to enhance and prepare data before sending it further. 3. **Apply transformations** * Every variable—client-side or server-side—can be wrapped in one or more **transformation functions**. * Transformation functions take an **input parameter** and return a new **output parameter** based on the defined logic. ### Transformation Functions Transformation functions allow you to flexibly manipulate values before they are shared with external systems. Some examples include: * **Remove PII**: Strip personal identifiable information from URL parameters. * **Normalize data**: Transform all text values to lowercase. * **Custom logic**: Apply any other business rules needed to ensure compliance and data quality. ### Key Benefits * Apply transformations at **any level**: variable, placeholder, or tag. * Independent of **Client-Side or Server-Side execution**. * Process data once and re-use the transformed results across multiple connectors. * Move transformation logic to the **JENTIS Infrastructure**, reducing load on the website while ensuring privacy and compliance. With these capabilities, JENTIS enables you to capture raw data once and process it in a controlled, flexible, and compliant way—before it ever reaches third-party vendors. ### How it looks in the JENTIS DCP Just go to the **Tag Edit View**, click on the variable you want to transform, and select **Wrap with Function**. Then choose the transformation function you want to apply. See the following screenshot for how to add it and how it looks afterwards:

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