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Identity Resolution

Identity resolution is a process that combines Tracking, Identification and Merging Profiles.

Data Collection

Data collection involves gathering events and interactions from various devices. One set of events may be collected on one device, and another on different devices, resulting in different Profile IDs for the same user. Data collection itself is not responsible for merging these profiles.

Identity Resolution Processes

Identity resolution includes several key processes:

  • Tracking: The process of maintaining a consistent single Profile ID across all customer interactions on a single device. It is the responsibility of the device/client to keep the Profile ID unchanged and this is a process on the device.

  • Merging Profiles: Tracardi merges the existing profiles collected on different devices or from different channels into a single unified profile. This is a server process that returns the new Profile ID to the client.

  • Identification: The resulting unified profile may retain multiple profile IDs to identify the same profile created on different devices or browsers. This is a server process that ensures that all historical Profile IDs are stored in the system.

Note

The profile ID sent in the tracking payload may be different in the Tracardi response. For more details, see why my profile ID in the response from Tracardi is different from the one I have sent.