Data 360: Identity Resolution - Changes to a Unified Individual Id

In some scenarios, one may notice a change in the Unified Individual Id of a Unified Profile in Data 360. The following explanation outlines some of the most common scenarios where this change may occur.

Union

If two or more Unified Profiles with different ids become matched (due to an additional Match Rule, Contact Point, PartyId, etc.), the Identity Resolution job tries to preserve and use one of the existing Ids as the new Unified Profile Id (Unified Individual Id). To the other Unified Profiles, this would be an Id change.

Ex: If Unified_Id_1 matches Unified_Id_2, they need to have the same Id when matching happens. If Unified_Id_1 is chosen, you'll observe that the records that used to associate with Unified_Id_2 would then change to Unified_Id_1.

Split

If a Unified Profile's data changes in a way that leads to a split (profiles no longer match), one of the profiles will inherit the old Id, and the other ones will get new Ids.

Ex: Id_1 and Id_2 used to match and have Unified_Id_1, but because of their data changes, they need to be split into two different Unified Profiles. One of them will inherit Unified_Id_1, while the other would get a new Unified Profile Id.