Identity

Getting Started with Freshpaint Identity

Freshpaint's Identity Resolution provides a deterministic identity graph rooted in first-party data. It connects offline and online signals — portal logins, form submissions, email engagement, device activity, click IDs — into a unified, person-based identifier that persists across devices and channels. Identity stays inside the customer's infrastructure. Downstream integrations receive only the stripped, actionable signals they need — never raw PHI.

This enables accurate cross-device attribution, compliant audience segmentation, reduced duplicate records, and confidence that the marketing data strategy respects patient privacy and regulatory requirements.

Overview of Freshpaint Identity Solutions

Identity Graph

Freshpaint's Identity Graph connects fragmented patient data into a unified, deterministic identity foundation. Built on first-party signals — portal logins, form submissions, email addresses, device identifiers, and click IDs — the graph resolves these signals into a single person-based identifier that persists across devices, channels, and time, independent of cookie decay or probabilistic inference.

It is the underlying engine that powers User Profiles, Cross Device Attribution, and audience segmentation. Customers don't interact with it directly — it works automatically in the background to make conversion signals more accurate, audience lists more complete, and attribution more reliable.

User Profiles

User Profiles surfaces a comprehensive, person-centric view of patients built on top of the Identity Graph. Each profile aggregates identity signals, behavioral data, and attributes across all connected sources — web events, email engagement, CRM records, EHR data, and ad platform interactions — into a unified record.

Cross-Device Attribution

Cross-Device Attribution tracks the true impact of marketing efforts across all devices and channels by following resolved user journeys from initial touchpoint to conversion. Traditional attribution fails in healthcare because patients research on mobile, engage via email, authenticate on a portal, and convert on desktop — each device appearing as a separate user in siloed analytics. Freshpaint's Identity Graph connects these fragmented journeys into a single person-based timeline and passes additional journeys as attribution signals to ad platforms, enabling optimization of which channels, messages, and campaigns drove actual outcomes.

Understanding Freshpaint Identity

Freshpaint resolves patient identity by connecting signals from first-party data sources into a unified, person-based identifier. The process works as follows:

Signal Collection

Freshpaint ingests identity signals from all connected data sources:

• Portal logins and form submissions — email address, name, and external UUIDs

• Ad platform interactions — click IDs and device IDs

• Web analytics — authenticated sessions and device identifiers

• CRM or EHR records — patient records and external IDs

These signals arrive in different formats and from different systems. Freshpaint normalizes them into a common structure.

Matching

Freshpaint uses deterministic matching to resolve identity. Deterministic signals include:

• External ID

• Email address

• Phone number

• Device ID

• IP address

Note: For a detailed explanation of how matching works and how signals are evaluated, see Identity Resolution.

What's Next?

• User Profiles — Explore the unified person-centric view built on top of the Identity Graph

• Cross-Device Attribution — Understand how Freshpaint connects fragmented patient journeys across devices and channels

• Identity Resolution — Learn how Freshpaint's deterministic matching resolves signals into a single identity