Impact of changes in Profile Merge Rule on segment population

Learn how changing Profile Merge Rules impact the total segment population.

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Audience Manager


How changing Profile Merge Rules impact the total segment population.

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  • Any change in the PMR will recalculate the segment population.
  • Historical data will not be retained if existing users don’t align with the new PMR. As a result, you might see reduced or increased segment population.
  • The Current Authenticated profile option evaluates profiles in real-time, while the Last Authenticated profile option does the evaluation on the backend server. So, after changing the PMR, allow a minimum of 36-48 hours to see the updated segment population.
  • Changing the profile option from No cross-device  to any of the authenticated profile options would require additional userID information in the AAM data collection. Without userID details, segments won’t qualify.
  • In the case of People Based Destination (PBD) specific PMR, ensure that the correct data source has been selected to keep segments intact with Hashed email IDs.

Profile Merge Rules Overview in Audience Manager User Guide.