User Identity Management


This is currently a limited availability feature. We are working towards making it generally available later in the year.


User Identity Management in MoEngage enables brands to uniquely identify users based on provided identifiers and consolidate user activity from various sources into a single user profile. MoEngage supports multiple identifiers, such as email addresses, phone numbers, and custom identifiers tracked as user attributes.

Use Cases

  1. A user browses a public listing page on a brand's website, providing their email ID (the unique ID in MoEngage) and phone number (a custom attribute in MoEngage). While at an offline store, the user uses their phone number to make a purchase. The brand aims to link the browsing activity on the website to the user who purchased at the store using their phone number instead of their email ID (which serves as the unique identifier in MoEngage).
  2. A brand offers multiple user registration methods, including email login, mobile OTP, and social media logins like Facebook. However, these methods generate different user profiles for the same individual. The brand aims to consolidate these multiple profiles into a single unified profile as they gather additional information when the user engages in further activities.
  3. An anonymous user browses product listings on an e-commerce app and adds items to the cart, but the order is placed offline. The e-commerce app wants to track all user activity under the same profile.


In MoEngage, every user must be defined with a unique ID. This ID can be any identifying factor, such as email, phone number, or an internal identifier defined during integration. To configure multiple identifiers, navigate to Settings -> Data -> Identity Management in the MoEngage Dashboard.

In addition to the unique identifier (ID), you can select other identifiers from the dropdown menu and save the changes. Once the configuration is saved, user data associated with profiles having secondary identifiers will be merged into the primary or retained profile, resulting in the following:

  • Custom attributes from the last active user profile will be retained.
  • All activities of merged users will be displayed in the retained user profile.
  • Analytics reporting will be adjusted to reflect merge activity.

To access a log of all historical merges, click the merge logs button and select the desired duration.

User Profile View with Multiple Identifiers

Once the multiple identities feature is enabled, the user profiles will include a section that shows all the identifiers associated with each user. Additionally, any merge operations or activities resulting from the secondary identifiers will be visible on the user profile.

The retained profile will show a list of all merged user IDs up to the fifty most recent profiles.

All the activity/event data of the merged user are also populated to the primary profile and the data is highlighted accordingly on the primary profile.



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