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Important Considerations When Editing ID Strategy

Changing the ID strategy triggers system-wide updates that may temporarily impact data operations. Please review the following before making changes:
  • Scope of Change: The new ID strategy will apply only to data ingested after the change. Historical data will remain unchanged.
  • Reindexing Process: Once the change is submitted, the platform initiates a reindexing process to realign the new ID logic with system operations. This may take a few hours, depending on data volume and system load.
  • Temporary Impact During Reindexing: While reindexing is in progress-
    • All data ingestion is paused across sources.
    • Event streaming to Journeys is temporarily halted.
    • Audience, Campaign Activation (CA), and Real-Time Campaign Activation (RTCA) processes will continue to operate, but will rely on existing pre-change data until reindexing is complete.
  • Resumption & Monitoring: Ingestion and streaming will automatically resume once the reindexing process finishes. You can monitor reindexing progress using the status ticker at the top of the platform interface.
  • Best Practice: To minimize operational disruption, we strongly recommend making this change during off-peak hours or maintenance windows.
When editing an existing strategy, you are directly taken to the Prioritise your IDs screen.
However, note that the changes that you make would be applicable to the newly ingested records only. For example, assume that you had created your ID Strategy with CRM ID, Email and Cellphone as the Primary IDs with Priority set to 1. Hence, records coming in with any of these identifiers were considered for identity resolution and upon finding a match the UCID 1 was created. However, as per your business need, consider that you modified the existing strategy and moved Email from the Primary bucket to the Secondary bucket. Now, consider a record coming in with Email as one of its identifiers. In this scenario, the system looks up for a profile with Email as an identifier. Even though it finds the UCID 1, it does not merge the new record with that. This is because you had modified that previous strategy to make Email as a Secondary ID. Instead, the system looked up for a secondary user ID-based profile and upon finding one; it created a new UCID 2 for it.
Note:Here are some quicks links for your reference:
Last modified on February 26, 2026