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Identity Resolution & Merging

Last updated: March 18, 20265 min readIntermediateBrandDeveloper

Identity resolution is the process of connecting anonymous visitor sessions with known user profiles. Arqam360 uses both deterministic and probabilistic methods to build unified user profiles.

How It Works

When a visitor first arrives, Arqam360 assigns an anonymous ID. As the visitor interacts (signs up, logs in, makes a purchase), Arqam360 links the anonymous sessions to a known identity.

Deterministic Matching

Exact matches on unique identifiers: user ID, email address, or phone number. When a visitor calls dataiq.identify() with a userId or email, all their anonymous sessions are merged into a single profile.

Probabilistic Matching

Approximate matches based on device fingerprint, IP address patterns, and behavioral signals. This fills gaps when deterministic identifiers aren't available. Probabilistic matches have a confidence score.

Profile Merging

  • New events are attributed to the resolved identity in real time
  • Historical anonymous events are retroactively linked to the identified profile
  • Duplicate profiles are merged when a new identifier connects them
  • All merges are logged in the Identity model for audit purposes
Call dataiq.identify() as early as possible — ideally at login or signup. This ensures maximum historical event attribution for the user.

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