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Example scenarios for configuring identity graph linking rules
This document outlines example scenarios that you may consider when configuring identity graph linking rules.
Shared device
There are instances where multiple logins can occur on a single device:
In these cases, from a graph standpoint, with no limits enabled, a single ECID will be linked to multiple CRM IDs.
With identity graph linking rules, you can:
- Configure the ID used for login as unique identifier. For example, you can limit a graph to store just one identity with a CRM ID namespace, and thus define that CRM ID as the unique identifier of a shared device.
- By doing this, you can ensure that CRM IDs do not get merged by the ECID.
Invalid email/phone scenarios
There are also instances of users who provide fake values as phone numbers and/or email addresses when registering. In these cases, if limits are not enabled, then phone/email related identities will end up being linked to multiple different CRM IDs.
With identity graph linking rules, you can:
- Configure either the CRM ID, phone number, or email address as the unique identifier and thus limit one person to just one CRM ID, phone number, and/or email address associated with their account.
Erroneous or bad identity values
There are cases where non-unique, erroneous identity values are ingested in the system, irrespective of namespace. Examples include:
- IDFA namespace with the identity value of “user_null”.
- IDFA identity values should have 36 characters: 32 alphanumeric characters and four hyphens.
- Phone number namespace with the identity value of “not-specified”.
- Phone numbers should not have any alphabet characters.
These identities could result in the following graphs, where multiple CRM IDs are merged together with the ‘bad’ identity:
With identity graph linking rules you can configure the CRM ID as the unique identifier to prevent unwanted profile collapsing due to this type of data.
Next steps
For more information on identity graph linking rules, read the following documentation: