Abstract: Techniques and system configurations for tracking of electronic gift card activation and issuance transactions are described herein. In some described examples, a customer identifier is utilized during the gift card activation process to identify a particular purchaser (a customer). This customer identifier is provided in transactions among a gift card activator, a gift card processor, and a retailer (or other gift card redeeming or management entity) to enable the retailer to identify the customer that is activating a particular set of gift cards. This customer identifier is further used by the retailer to perform reconciliation of payments for the gift cards, and to associate respective gift cards from batch purchases with respective activators and customers.