Embodiments of the present invention are directed to methods, systems, and apparatuses for matching e-commerce and physical point-of-sale transaction data. In one embodiment, a method includes receiving, by a computer, first transaction data comprising a payment token or second transaction data comprising a primary account identifier, wherein the payment token is derived from the primary account identifier, and providing, by the computer, a universal account identifier after receiving the payment token or the account identifier, wherein the universal account identifier is a substitute for the payment token and the primary account identifier.