Identity Resolution
The Identity Resolution page shows what BPP does with the identifiers in your data. You can see how many people your sources add up to, how many of them you can reach on each ad channel, and whether every source is up to date.
Open it from the sidebar: Overview → Identity Resolution.
:::note Availability The page is available to customers on the new reconciliation engine. New customers start on it. Existing customers stay on the previous engine until the Bytek team switches them: you cannot switch on your own. Until then, the entry is hidden and reconciliation works as described in User Reconciliation. :::
The three tabs
| Tab | What it answers | Who sees it |
|---|---|---|
| Insights | How many unified profiles you have, how they grow, and how many you can activate per channel. | Everyone with access to the customer |
| Sources | Is every source linked to profiles and up to date? If not, what does it mean for my audiences and signals? | Everyone with access to the customer |
| Quarantines | Which changes to profiles were paused for a review, and what happens if I approve them? | Only reviewers (see Who can review) |
The Insights tab shows when profiles were last updated, in UTC.
Insights
Key figures
| Tile | Meaning |
|---|---|
| Unified profiles | People BPP knows, after linking every identifier that belongs to the same person. It includes the change since the previous update. |
| Known profiles | Profiles that are more than a single device or browser ID, with their share of the total. A profile made of one device or browser ID (website visitor ID, GA4 client ID, mobile ad ID…) and nothing else is anonymous. |
| Profiles linked across identifiers | The share of profiles that hold two or more identifiers, which reconciliation connected for you. |
| Duplicates merged (30 days) | Profiles that turned out to be the same person and were merged in the last 30 days. |
| New profiles (last update) | Profiles created by the last update. |
Sections
- Unified profiles over time: the number of profiles over the last 90 days. The chart appears after the second update.
- Profiles you can reach per channel: for each ad channel, how many profiles it can match, their share of all profiles, and the identifier types and destinations used. Use it to estimate the match rate of an audience before you sync it.
- How many identifiers a profile has: the distribution of profiles by number of identifiers. A profile with one identifier was not linked to anything else.
- Identifiers that meet on the same profile: how often the main identifier types appear together on one profile, for example email and website visitor ID.
- What each source contributes: for each source, its status, the rows linked to a profile, the coverage, and the new and merged profiles it brought in the last update. The status is the same one the Sources tab shows, including while an update is running.
Identifier types have readable names. For example, domain_id is shown as Website visitor ID and client_id as GA4 client ID.
Warnings above the page
| Banner | What it means |
|---|---|
| Some sources were not updated in the last run | The other sources are up to date. Audiences and signals built on the listed sources use the profiles of their last successful update. |
| The last update is waiting for a review | The update would have merged an unusually high number of profiles. It was paused before changing anything; see Quarantines. |
| The last update did not complete | Profiles show the result of the last successful update. The next scheduled update tries again. |
| Some sources need attention | One or more sources are not up to date; see Sources. |
How profiles are kept stable
- Updates run every day, before AI models, audiences and signals, so these always use the latest profiles. While an update runs, a banner says that profiles are being updated: you keep working on the profiles of the last update until it finishes.
- The first update reads the last 7 days of events. The rest of the history arrives with the next nightly update; see While the first reconciliation runs.
- A profile keeps its Bytek ID. When two profiles merge, the merged profile keeps the oldest ID, so the IDs already sent to ad platforms stay valid.
- Old links expire. Two identifiers seen together only in event data older than a year (configurable) no longer join profiles. Profiles already merged stay merged.
- Unusual changes are paused, not applied. Examples are a giant group of identifiers, one identifier linked to far more identifiers than one person has (a shop email used at the counter, a shared login), or too many profiles merging in one night. BPP holds these back for a review instead of merging blindly; see Quarantines.
Deleting a person's data (GDPR)
To honour a deletion request from one of your customers, contact the Bytek team. There is no button for it in the app. Name the person by their Bytek ID or by one or more identifiers (for example their email or customer ID). BPP then removes the person from the profiles, from the linked copies of your sources, and from AI model results and features.
- Identifiers are stored as hashes only. The values you give are hashed before the request is saved. They never reach the database, the logs or the job configuration in clear.
- The deletion runs as its own update. It appears in the history of each source as a Data deletion update.
- It applies to customers on the new reconciliation engine. On the previous engine, deletions follow the existing process.