Identity
Today's visit and the purchase two weeks later are the same person
Identity resolution stitches anonymous sessions, emails, phone numbers and documents into one person — and returns a timeline that explains the sale instead of a chart that merely describes it.
Anonymous never merges into known
The rule is conservative by design: a shared device does not collapse two people into one.
One timeline per lead
Not a session, not a loose event stream. The story of a person, with the source and time of every step.
Events leave enriched
By the time an event reaches its destination it already knows who the person is — no extra lookup at send time.
How it works
Three keys, one person
Every event carries what it knows: a session identifier, an email, a phone number, sometimes a document. The platform uses those keys to stitch the person graph, and holds the rule that prevents the expensive mistake — an anonymous session never merges into an already-identified lead just because they share a browser.
- Anonymous session claimed by the lead the moment they identify
- Emails and phone numbers validated before becoming identity keys
- Merges are reversible, with a record of what was joined
- Address, city and origin kept with the provenance of each value
ussid a3f1…9c
maria@…
+55 11 9…
HP28624…
Maria S. · identified · 23 events
Fixed rule: an anonymous session never merges into an already-identified lead just because they share a browser.
Timeline
The full story, with the source of every line
Page viewed, form submitted, email opened, webinar attended, cart abandoned, purchase approved, subscription cancelled. All on one timeline, ordered by when things actually happened — not by when the data reached us.
Instagram ad
Aug 12 · 09:14 · Meta Ads · anonymous
Landing page
Aug 12 · 09:15 · Pixel · anonymous
Form submitted
Aug 12 · 09:17 · Tally
Joined the live session
Aug 14 · 20:02 · Zoom
Opened the offer email
Aug 15 · 10:41 · ActiveCampaign
Purchase approved · 1,997
Aug 16 · 21:36 · Checkout
The first two rows happened before the person identified themselves. They are still hers.
Attribution
Two paths from a sale back to an ad
The direct path uses the identifier that travels in the checkout link. When it gets lost — and it does, because payment platforms truncate tracking fields — the identity path takes over: the buyer email finds the lead, and the lead knows which ad brought them. A sale explained by the direct path is never double-counted by the second.
- Direct path through the checkout tracking parameter
- Identity path when the parameter is lost
- Unattributed sales stay visible instead of disappearing from the report
Frequently asked questions
Is this the same as third-party cookies?
No. Identity is built from first-party data: the session identifier on your own domain plus what the person gave you directly. That is why it keeps working as third-party cookies disappear.
Do two people sharing a computer become one profile?
No. That is the central rule: anonymous never merges into identified. Each new identification claims the session instead of blending histories.
Can I undo a wrong merge?
Yes. Merges are recorded and reversible, because the history of what was joined is preserved.
Start measuring what actually becomes revenue
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