User Profile Merge Logic

​​When Personalization merges two or more user profiles, it stores all historic events, transactions, and interactions for those user profiles based on the following logic:

• If an identity type exists for only one user profile, Personalization retains that identity type and adds it to the merged user profile.

• If an identity type exists in more than one user profile, Personalization retains the identity type with the latest timestamp and adds it to the merged user profile.

• If metadata doesn’t exist or doesn't have a timestamp, Personalization uses the system updated timestamp instead.

If there isn't shared identity type data between the user profiles, Personalization doesn’t forcefully merge them. For example, Personalization doesn’t perform a request to rename, or merge, LoyaltyID 123 to LoyaltyID 567 if there's no shared identity type data between the two user profiles.

Even when there’s a matching identity attribute, Personalization doesn’t merge profiles under these conditions.

• When attempting to merge an anonymous user to a known user profile, but that known user profile currently has an active session.
• When attempting to merge anonymous user B with known user X, but anonymous user A already merged with known user X in the last 30 minutes.