Profile Link Strategy (Premium)

Unique IDs Login IDs New Known User On Logout
Customer ID
Email
Customer ID
Email
Alias the currently active anonymous ID Record to the new known one. Always create a new anonymous profile on each logout.

Use Cases

While the Profile Isolation strategy aims to maximise the integrity of known user profiles, the Profile Link strategy is focused on tracking what drives users to create an account and make purchases, so it is particularly concerned with the transition from anonymous to known user. The effect of the Profile Link strategy is to attribute all anonymous activity in your app to the next logged in user, by aliasing the new known user record to the previous anonymous record.

  • When an identity record for a known user is first created, it is aliased to the anonymous Identity Record that was active at the time of the Login request.
  • Each ’Logout’ request to the Identity API creates a new User Profile, identified only by device ID.

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 (Anonymous)
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 (Anonymous)
mParticle ID: 1234
IDFV: 9876
Login
Customer ID: ABC123
Email: ed.hyde@example.com
IDFV: 9876
Profile 2 (Transition to Known User)
mParticle ID: 2345
Alias: 1234
Customer ID: ABC123
Email: ed.hyde@example.com
IDFV: 9876
User logs out
User signs out of the app on their device
Profile 2 (Known User)
mParticle ID: 2345
Alias: 1234
Customer ID: ABC123
Email: ed.hyde@example.com
IDFV: 9876
Logout
IDFV: 9876
Profile 3 (Anonymous)
mParticle ID: 3456
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 4 (Known User)
mParticle ID: 4567
Email: h.jekyll.md@example.com
Returning User
User logs back into the app
Profile 2 (Anonymous)
mParticle ID: 2345
IDFV: 9876
Login
Customer ID: ABC123
Email: ed.hyde@example.comIDFV: 9876
Profile 2 (Known User)
mParticle ID: 2345
Alias: 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 2 (Known User)
mParticle ID: 2345
Customer ID: ABC123
Email: ed.hyde@example.com
IDFV: 9876
Modify
mParticle ID: 2345
Customer ID: ABC123
Email: h.jekyll.md@example.com
IDFV: 9876
Profile 2 (Known User)
mParticle ID: 2345
Alias: 1234
Customer ID: ABC123
Email: h.jekyll.md@example.comIDFV: 9876

Since email must be unique, the email is 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 5 (Anonymous)
mParticle ID: 5678
Roku ID: 8765
New Device Login
User logs into the new app with email address. Server returns Customer ID
Profile 5 (Anonymous)
mParticle ID: 5678
Roku ID: 8765
Login
Customer ID: ABC123
Email: h.jekyll.md@example.com
Roku ID: 8765
Profile 2 (Known User)
mParticle ID: 2345
Customer ID: ABC123
Email: h.jekyll.md@example.com
IDFV: 9876
Roku ID: 8765

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