DocumentationExperience PlatformExperience Data Model (XDM) Guide

Identity data type

Last update: January 31, 2025
  • Topics:
  • Schemas

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  • Developer

Identity is a standard XDM data type that is used to clearly distinguish people that are interacting with digital experiences. Identity is established by an identity provider, which itself is referenced in a namespace attribute. Within each namespace, the identity is unique.

PropertyData typeDescription
namespaceObjectAn object that contains a single string field (code), which indicates the namespace associated with the provided id attribute.
authenticatedStateStringThe authenticated state for this identity at the time of the observed Experience Event. See the appendix for accepted values and definitions.
idStringThe identity of the consumer in the related namespace.
primaryBooleanIndicates whether this is the primary identity for the individual. Each individual can only have one primary identity.
xidStringWhen present, this value represents a cross-namespace identifier that is unique across all namespace-scoped identifiers in all namespaces.

For more details on the data type, refer to the public XDM repository:

  • Populated example
  • Full schema

Appendix

The following section contains additional information about the Identity data type.

Accepted values for authenticatedState

The following table outlines the accepted values for authenticatedState and their associated meanings:

ValueDescription
ambiguousThe authenticated state is ambiguous.
authenticatedThe user was identified by a login or similar action that was valid at the time of the event observation.
loggedOutThe user was identified by a login action at some previous point in time, but was not logged in at the time of the event observation.
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