{"componentChunkName":"component---src-templates-markdown-template-jsx","path":"/guides/customer-360/idsync/profile-link-strategy/","result":{"data":{"pageMetadata":{"title":"Profile Link Strategy","path":"/guides/customer-360/idsync/profile-link-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 IDsNew Known UserOn Logout
Customer ID
Email		Customer ID
Email		Create new Identity RecordAlways create a new anonymous profile on each logout.
\n

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

\n

While the profile isolation strategy aims to maximize 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 profile link strategy gives you the opportunity to attribute anonymous activity in your app to the next logged-in user, by aliasing the new known user record to the previous anonymous record. Each ’Logout’ request to the identity API creates a new user profile, identified only by device ID.

\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 (Anonymous)
mParticle ID: 1234
IDFV: 9876
User logs in
User creates an account and logs in with their email address. App backend generates a Customer 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
Source: 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
Source: 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.		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 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
Source: 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
Source: 1234
Customer ID: ABC123
Email: h.jekyll.md@example.com
IDFV: 9876

Since email must be unique, the email is removed from Profile 4, which is now orphaned

Profile 4 (orphaned)
mParticle ID: 4567
New Device Launch
User downloads and launches the Roku version of the app.		NoneIdentify
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
","frontmatter":{"title":"Profile Link Strategy","order":9,"seoTitle":null,"seoDescription":null},"parent":{"__typename":"File","modifiedTime":"October 12, 2026"}}},"pageContext":{"slug":"/guides/customer-360/idsync/profile-link-strategy/"}},"staticQueryHashes":["2950460867"]}