Profile Conversion Strategy

Use cases

Profile conversion strategy prioritizes following a user through a basic signup funnel. Receipt of a new login ID does not force the creation of a new MPID, but simply adds the new login ID to the original Identity Record.

Keeping the single profile supports anonymous to known audience conditions, such as:

• App install, followed by purchase
• Add to cart, followed by signup, without completing purchase

This strategy also supports multi-step registration flows, where multiple signup steps are collected in an anonymous state, as part of a funnel that ends in a logged-in state.

Identity flow

Example identity priority:

1. Customer ID
2. Email Address
3. IDFV
4. Roku ID