{"componentChunkName":"component---src-templates-markdown-template-jsx","path":"/guides/customer-360/idsync/profile-conversion-strategy/","result":{"data":{"pageMetadata":{"title":"Profile Conversion Strategy","path":"/guides/customer-360/idsync/profile-conversion-strategy/","sourceCode":null,"metadataParent":{"title":"IDSync","path":"/guides/customer-360/idsync/","sourceCode":null,"hasVersionPicker":null,"metadataChildren":[{"title":"IDSync Overview","path":"/guides/customer-360/idsync/introduction/","order":1,"label":null},{"title":"Use Cases for IDSync","path":"/guides/customer-360/idsync/use-cases/","order":2,"label":null},{"title":"Components of IDSync","path":"/guides/customer-360/idsync/components/","order":3,"label":null},{"title":"Store and Organize User Data","path":"/guides/customer-360/idsync/user-data/","order":4,"label":null},{"title":"Identify Users","path":"/guides/customer-360/idsync/identify-users/","order":5,"label":null},{"title":"Default IDSync Configuration","path":"/guides/customer-360/idsync/default-strategy/","order":7,"label":null},{"title":"Profile Conversion Strategy","path":"/guides/customer-360/idsync/profile-conversion-strategy/","order":8,"label":null},{"title":"Profile Link Strategy","path":"/guides/customer-360/idsync/profile-link-strategy/","order":9,"label":null},{"title":"Profile Isolation Strategy","path":"/guides/customer-360/idsync/profile-isolation-strategy/","order":10,"label":null},{"title":"Best Match Strategy","path":"/guides/customer-360/idsync/best-match-strategy/","order":11,"label":null},{"title":"Aliasing","path":"/guides/customer-360/idsync/aliasing/","order":12,"label":null}],"metadataParent":{"title":"Customer 360","path":"/guides/customer-360/","metadataChildren":[{"title":"Overview","path":"/guides/customer-360/overview/","order":0.5,"label":null},{"title":"User Profiles","path":"/guides/customer-360/profiles/","order":1,"label":null},{"title":"Identity Dashboard","path":"/guides/customer-360/identity-dashboard/","order":2,"label":null},{"title":"Identity Resolution Log","path":"/guides/customer-360/identity-resolution-log/","order":3,"label":null},{"title":"Household Reach","path":"/guides/customer-360/household-reach/","order":4,"label":null},{"title":"Calculated Attributes","path":"/guides/customer-360/calculated-attributes/","order":5,"label":null},{"title":"Predictions","path":"/guides/customer-360/predictions/","order":6,"label":null},{"title":"IDSync","path":"/guides/customer-360/idsync/","order":7,"label":null}],"metadataParent":{"title":"Guides","path":"/guides/","metadataChildren":[{"title":"Platform Overview","path":"/guides/platform-overview/","order":0.5,"label":null},{"title":"Getting Started","path":"/guides/getting-started/","order":1,"label":null},{"title":"mParticle Agent","path":"/guides/mparticle-agent/","order":1.5,"label":null},{"title":"Oversight","path":"/guides/oversight/","order":2,"label":null},{"title":"Data Platform","path":"/guides/data-platform/","order":3,"label":null},{"title":"Data Warehouse","path":"/guides/data-warehouse/","order":4,"label":null},{"title":"Customer 360","path":"/guides/customer-360/","order":5,"label":null},{"title":"Analytics","path":"/guides/analytics/","order":6,"label":null},{"title":"Audiences","path":"/guides/audiences/","order":7,"label":null},{"title":"Settings","path":"/guides/settings/","order":8,"label":null},{"title":"Troubleshooting mParticle","path":"/guides/troubleshooting/","order":10,"label":null},{"title":"Default Service Limits","path":"/guides/default-service-limits/","order":11,"label":null},{"title":"Glossary","path":"/guides/glossary/","order":12,"label":null}],"metadataParent":null}}}},"markdownRemark":{"html":"\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Unique IDsLogin IDsOn New Known UserOn Logout
ConfigurableConfigurableN.A.Create new MPID
\n

\n \n \n \n \n \n \n \n Use cases

\n

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.

\n

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

\n\n

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.

\n

\n \n \n \n \n \n \n \n Identity flow

\n

Example identity priority:

\n
    \n
  1. Customer ID
    2. \n
  2. Email Address
    3. \n
  3. IDFV
    4. \n
  4. Roku ID
    5. \n
\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
ScenarioInitial ProfileRequestNew Profile
First App Launch
User launches the app and the mParticle SDK		noneIdentify
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.		NoneThis 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 launches the Roku version of the app.		NoneIdentify
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
","frontmatter":{"title":"Profile Conversion Strategy","order":8,"seoTitle":null,"seoDescription":null},"parent":{"__typename":"File","modifiedTime":"October 12, 2026"}}},"pageContext":{"slug":"/guides/customer-360/idsync/profile-conversion-strategy/"}},"staticQueryHashes":["2950460867"]}