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            Built-In Identity Types

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            Built-In Identity Types

            Identity types are specific identifiers that determine how Personalization processes web events, API events, and channel events to identify users from various sources. Personalization includes several built-in identity types, such as email address and customer ID. The built-in identity types don’t require configuration other than setting up event capture mechanisms, such as the sitemap or ETL jobs.

            Many built-in identity types are available for the identity system to use for identity lookup and merging user profiles. If these identity types don't meet your needs, you can create 3 extra identity types.

            Note
            Note Marketing Cloud was rebranded to Marketing Cloud Engagement. Some features and labels in the apps continue to refer to the old name.
            Identity Type Settings
            Email Address
            • The Uniqueness parameter is set to Identity Namespace because each email address is unique to an individual in the identity namespace, which is the dataset. All user profiles with the same email address belong to the same individual, so Personalization can merge them.
            • The Case-Sensitive parameter is set to False because email addresses aren’t case-sensitive.
            Profile ID
            • Profile ID is the identity type that Personalization uses for a unique Unified Customer Profile. All Unified Customer Profiles have an assigned profile ID.
            • The Uniqueness parameter is set to Identity Namespace because each profile ID is unique to an individual in the identity namespace, which is the dataset.
            • The Case-Sensitive parameter is set to False because profile IDs aren't case-sensitive.
            Salesforce CRM Lead ID
            • The Uniqueness parameter is set to Identity Namespace because each Salesforce CRM lead ID is unique to an individual in the identity namespace, which is the dataset. All user profiles with the same Salesforce CRM lead ID belong to the same individual, so Personalization can merge them.
            • The Case-Sensitive parameter is set to True because Salesforce CRM lead IDs are case-sensitive.
            Salesforce CRM Contact ID
            • The Uniqueness parameter is set to Identity Namespace because each Salesforce CRM contact ID is unique to an individual in the identity namespace, which is the dataset. All user profiles with the same Salesforce CRM contact ID belong to the same individual, so Personalization can merge them.
            • The Case-Sensitive parameter is set to True because Salesforce CRM contact IDs are case-sensitive.
            Customer ID
            • The Uniqueness parameter is set to Identity Namespace because a customer ID is unique to an individual in the identity namespace, which is the dataset. All user profiles with the same customer ID belong to the same individual, so Personalization can merge them.
            • The Case-Sensitive parameter is set to False because customer IDs aren’t case-sensitive.
            Salesforce Marketing Cloud Engagement Contact Key
            • The Uniqueness parameter is set to Identity Namespace because each Engagement contact key is unique to an individual in the identity namespace, which is the dataset. All user profiles with the same contact key belong to the same individual, so Personalization can merge them.
            • The Case-Sensitive parameter is set to False because Engagement contact keys aren’t case-sensitive.

            The Email Address, Engagement Contact Key, and Customer ID identity types already have corresponding user profile attributes. To use the Salesforce CRM Lead ID and Salesforce CRM Contact ID identity types, follow the steps in Create a User Profile Attribute to set up the associated attributes.

             
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