Profile Conversion Strategy

Unique IDs Login IDs On New Known User On Logout
Configurable Configurable N.A. Create new MPID

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.

This strategy does not cover aliasing of anonymous activity on multiple devices to a single logged-in profile.

Identity Flow

Example Identity Priority:

  1. Customer ID
  2. Email Address
  3. IDFV
  4. Roku ID
Scenario Initial Profile Request New Profile
First App Launch
User launches the app and the mParticle SDK
none Identify
IDFV: 9876
Profile 1
mParticle ID: 1234
IDFV: 9876
User logs in
User creates an account and logs in with their email address. App backend generates a Custom ID
Profile 1
mParticle ID: 1234
IDFV: 9876
Login
Customer ID: ABC123
Email: ed.hyde@example.com
IDFV: 9876
Profile 1
mParticle ID: 1234
Customer ID: ABC123
Email: ed.hyde@example.com
IDFV: 9876
User logs out
User signs out of the app on their device
Profile 1
Customer ID: ABC123
Email: ed.hyde@example.com
mParticle ID: 1234
IDFV: 9876
Logout
IDFV: 9876
Profile 2
mParticle ID: 2345
IDFV: 9876
User interacts via different channel
User sends an email to support but uses a different address.
None This interaction arrives at mParticle via a feed. No direct request is made to the Identity API. Assuming the address is unknown, a new profile is created. Profile 3
mParticle ID: 3456
Email: h.jekyll.md@example.com
Returning User
User logs back into the app
Profile 2
mParticle ID: 2345
IDFV: 9876
Login
Customer ID: ABC123
Email: ed.hyde@example.com
IDFV: 9876
Profile 1
mParticle ID: 1234
Customer ID: ABC123
Email: ed.hyde@example.com
IDFV: 9876
User Updates Email
User changes their account email to the same address they used to contact support
Profile 1
mParticle ID: 1234
Customer ID: ABC123
Email: ed.hyde@example.com
IDFV: 9876
Modify
mParticle ID: 1234
Identity Type: email
Old Value: ed.hyde@example.com
New Value: h.jekyll.md@example.com
Profile 1
mParticle ID: 1234
Customer ID: ABC123
Email: h.jekyll.md@example.com
IDFV: 9876

Since email must be unique, the email lookup is also removed from Profile 3, which is now orphaned

Profile 3 (orphaned)
mParticle ID: 3456
New Device Launch
User downloads and launces the Roku version of the app.
None Identify
Roku ID: 8765
Profile 4
mParticle ID: 4567
Roku ID: 8765
New Device Login
User logs into the new app with email address. Server returns Customer ID
Profile 4
mParticle ID: 4567
Roku ID: 8765
Login
Customer ID: ABC123
Email: h.jekyll.md@example.com
Roku ID: 8765
Profile 1
mParticle ID: 1234
Customer ID: ABC123
Email: h.jekyll.md@example.com
IDFV: 9876
Roku ID: 8765

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