Identity Resolution
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Freshpaint uses a deterministic, priority-based system to identify and connect visitor records. This page explains how matching works and why certain identifiers take precedence over others.
When Freshpaint receives an event, it matches the event to a profile using the following identifiers, evaluated in priority order:
external_id — customer-provided identifier
Phone
Impression Cookie ID
Device ID
IP Address
Freshpaint uses the highest-priority match available.
Freshpaint follows a floating attribute model: identifiers move between profiles as new, higher-priority information arrives. If Freshpaint learns that an email address belongs to an external_id, that email associates with whichever profile owns that ID — even if it was previously linked elsewhere.
Low-priority identifiers like IP Address are intentionally flexible. This prevents false merges, such as linking every visitor on a shared office network into a single profile.
The result: profiles are built around the strongest identifiers available, and weaker signals defer to them. This approach handles common real-world scenarios — like household members sharing a device — without incorrectly merging separate people into one profile.
User Profiles — Explore resolved patient profiles in Freshpaint
Cross-Device Attribution — See how resolved identities power cross-device attribution
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