Profile merging consolidates multiple profiles, created as visitors interact across online channels, into unified profiles for a comprehensive view of user behavior. This process uses a defined merge strategy, determined by tags on profile properties, to dictate how values are combined, such as overriding, retaining, or summing.
Accurate merging relies on unique identifiers like email addresses or customer IDs, with optional IP address validation. When profiles merge, the newer profile remains active, and the older one becomes inactive. Unique properties are combined, while shared properties follow the merge strategy. Inactive profiles retain only the Profile ID and a "Replaced by" link to the active profile, and are excluded from segmentation and exports.
This merging provides a richer, unified understanding of customer behavior, enables more targeted interactions, reduces profile count for improved performance, and ensures accurate segment data.
Create profile merging rules
Profile merging rules determine when two profiles should be merged based on matching profile property values. Multiple rules have an "OR" relationship—if any rule matches, merging occurs. To create a new merge rule:
Go to Settings > Profile Merging
Click Add Rule, based on property
Select a Unique Identifier profile property from the dropdown.
Choose an IP address checking strategy. Options include:
No IP check – Ignores IP addresses.
Regular IP check – Merges if profiles share an IP or if one has no IP.
Strict IP check – Merges only if both profiles share an IP.
(Optional) Add any subrules by clicking Add subrule. All subrules have an "AND" relationship. Then, choose a match type:
Same value – Merge if both profiles share the same property value.
Specific value – Merge if the property has a defined value.
More than one profile merging rule can be created. When you add more than one, they are separated from each other in a bulleted list.
Save your profile merging settings.
Delete profile merging rules and subrules
To delete a rule or subrule, hover the mouse over it and click the Delete icon that appears to the right of the rule.
FAQs
What are the requirements for profiles to be merged?
Only profiles within the same domain group and with permission level 2 can be merged. Additionally, merge rules must use unique identifiers, and the unique identifier setting must be enabled.
Are profile merges case-sensitive?
No, matching is case-insensitive.
For example, [email protected] and [email protected] will be merged.
What happens to timeline events when profiles are merged?
Timeline events from the merged profiles are combined.
How can I ensure accurate profile merging?
Merge only when profiles belong to the same visitor. Incorrect merges reduce data accuracy. Use IP checking for additional validation. Also, remove duplicate rows before importing profiles to prevent unintended merges.
What happens if BlueConic cannot merge profiles during an import?
BlueConic merges each set of profiles only once per import and skips merging when it’s not possible.
Will new merge rules apply to existing profiles?
No, profile merging is not retroactive. New rules apply only moving forward.
How does BlueConic handle merging read-only profile properties?
BlueConic uses a "leading profile" merge strategy for read-only, system-created profile properties. These properties cannot be edited or altered. During a merge, the system automatically identifies the leading profile and retains its read-only property values, overriding any conflicting values from other merged profiles.
Why am I seeing multiple profiles with the same unique identifier if I have merge rules in place?
There are three common explanations for why multiple profiles might exist for a single individual despite a merge rule being in effect:
Profile merging is not retroactive: When you add a profile merge rule related to a unique identifier profile property, the merge rule is only applied from that moment forward. If you would like a merge rule to be applied to already created profiles, contact BlueConic Support to run a special maintenance connection.
IP checking: If you have selected the 'Regular IP Check’ or ‘Strict IP Check’ rule, profiles may not be merged due to IP address checks.
Limit of 1000 merges per profile: For all profile merges, BlueConic imposes a limit of 1000 merges for a single profile. When the merge limit is exceeded, profiles can no longer be merged. As a result, duplicate profiles could be created with the same unique identifier value. To reset the merge count, please submit a Support ticket.