User identity
How the Zeta Marketing Platform (ZMP) identifies mobile users and builds unified customer profiles.
ZMP uses identifiers from your app — email address, user ID, and push-enabled devices — to build profiles that link mobile activity with engagement on other channels. A user who interacts with your email campaigns, visits your website, and uses your app appears as a single profile in ZMP.
In this section
- User properties: standard and custom properties you can set on a user profile, and best practices for using them in segmentation.
- Identity resolution: how ZMP links multiple identifiers into a single customer profile, including how anonymous sessions become known users and how duplicate profiles are merged.
Key concepts
- Anonymous to known. When a user first opens your app, the SDK creates an anonymous profile. Once your app provides an identifier (after login, email submission, etc.), ZMP links the anonymous activity to the known profile.
- Cross-channel identity. ZMP matches mobile identifiers — email, user ID, or BSIN — with profiles built from other channels, giving you one unified view of each customer.
- Profile merging. When ZMP detects that two profiles share the same email, user ID, or UCLID, it merges them. This prevents duplicate profiles and ensures your segments reflect the real size of your audience.
See also
- Getting started: register your app and build your first audience.
- Audience segmentation: using identity data to target the right users.
- FAQ: common questions about identity, BSIN, and data collection.