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The choice of strategy for your account depends on your use case or on the fidelity of the user identifiers collected across your integrated sources.
  • If the identifiers collected across sources have low fidelity or are of the same weightage, then we recommend that you set up your account as per the Default Strategy. The Default Strategy is also advisable when your profile accuracy is not critical. Rather, you are looking for more unification of user records or enriched profiles for activation, like in the case of Ad campaigns.
  • However, if you have rich first-party data shared across sources that contain high-fidelity identifiers or if you want more deterministic profile creation based on the high-fidelity identifiers, then we recommend that choose the Custom or High fidelity ID-based Strategy.
A high-fidelity identifier must have the following characteristics:
  • It must uniquely identify a user or in the ideal scenario, it must be a persistent and immutable identifier.
  • It should be present across sources.
  • In the case of more than one high-fidelity identifiers, define a hierarchy between these identifiers using the ID prioritisation feature. To know more about how prioritisation works, refer here.
ID strategy is a very important step in your account onboarding process. Hence, it needs some pre-work before you configure it in your account.Pre work:
  1. Identify all the sources that you plan to integrate with Zeotap.
  2. Across these sources, identify the identifiers that you plan to send as part of your user data.
  3. Draw a hierarchy among these identifiers, starting with the most unique identifier first, followed by its relation with the other identifiers.
  4. Identify the high-fidelity identifiers among the list of identifiers.
  5. In the ideal case, each source must have at least one identifier from the list of shortlisted high-fidelity identifiers. This is required, for that source’s data to be unified with your Primary (high-fidelity) ID-based profile. In the absence of the Primary ID, it leads to the Secondary ID-based profile. However, it never merges the data for this source with your primary profiles. To know more about how prioritisation works, refer here.
Note:Upon completing the above-mentioned steps, you can configure the ID Strategy in your account. To know more about howto set up the Custom or High-fidelity ID Strategy, refer here.
Zeotap has developed a backend feature to prevent certain values in incoming fields from participating in the Identity resolution if any ingested value has data quality issues. Note that such values are added to a blacklist. For example, instead of providing valid email addresses, sending a dummy email like “aaa@gmail.com” for all user profiles can lead to the unintended unification of thousands of user profiles. It can also compromise the matched profiles, necessitating extensive cleanup and re-ingestion owing to substantial time and effort.To mitigate such challenges, a criterion is established-If an incoming value matches with more than 101 profiles, then it is promptly added to the blacklist. Note that the blacklisted values are enforced at the organisation level and cannot be disabled.
Note:You cannot find the blacklisted values in Customer 360 or Profile API through the search function, as they are not deleted from user profiles in BigQuery.
Last modified on February 26, 2026