Identity resolution

Combine identifiers to manage user identities across different web apps or sites.

Ripe's built-in identity resolution combines every interaction a customer has with your business into a unified profile. With tracking across the web and server level, this connects cookie IDs, device IDs, emails, and custom external IDs to manage identities of your users. If you’re using the Group call, you can also track user behavior at the account level.

How it works

Our JavaScript source creates and merges the identities of your user base, first as an anonymousId. Then, when you identify users, you know them by their userId and set this identifier by using the Ripe.identify method.

We store user identity information in cookies and local storage. You can retrieve or override this information as necessary.

How we support cross-site and cross-device resolution

Many anonIDs can be linked to a unique user. This means if a lead uses their phone to visit a pricing page, signs up on their desktop, and then signs in on their phone later, we can resolve all these events and link to the single timeline for that user. This is always turned on by default and does not require any manual setup.

How to see the unique identifier in the Ripe app

The properties and identifiers for each unique user are displayed in the Lead Properties View in the Lead View.

Navigate to Leads, click on a lead, and then click the tab About. It's located right above the leads event timeline. You can view the UID attached to a lead and all their other traits there.

How the email trait is used to resolve IDs with a CRM

Most CRM setups use emails and domains as the unique IDs of a contact or company. By associating a unique lead ID with an email, we can link CRM contacts to leads in Ripe. Should multiple leads in Ripe be associated with the same email, all those leads will be linked to a single lead in the CRM with a single owner. This enables us to sync with a CRM system with minimal risk of creating duplicates and disassociated entries.

How the email trait is used to group leads into Companies

Out of the box, we also link all users with an email associated with a top-level domain to a Company. We use a company graph provided by Clearbit to identify top-level domains that we associate with real-world companies. For example, someone with a @nike.com and @nike.co.uk email would both belong to the company Nike Inc.Since each domain is unique, they can be safely synced with your CRM.

How to connect multiple sources with possibly conflicting IDs to Ripe

We can leverage different methods to resolve these kinds of setups. The best way to do it varies based on what type of conflicts can occur and how frequent they are. Another factor is to what extent these apps share any shared auth or sign-in. The two main options are:

1. Use the built-in support in the Ripe SDK and only identify them at their point of entry.

2. Create a new universal ID that all the individual sources can access.

Using a shared trait like an email as the UID is possible but not recommended. There are situations where the best option is to consult with us before selecting this solution.