🔗 Cross-Platform Identity Resolution
UniPulse automatically links the same person's profiles across Facebook, Instagram, TikTok, and other platforms into a single unified AudienceNode. This means you get one profile, one engagement score, and one conversation history per real person — not per platform account.
Why It Matters
Without identity resolution, a customer who comments on your Facebook post and DMs you on Instagram looks like two separate people. This leads to:
- Fragmented data — Engagement scores that undercount actual activity
- Duplicate outreach — Contacting the same person through multiple channels
- Lost context — Agents missing conversation history from other platforms
- Inflated audience counts — Your "10,000 contacts" might be 7,000 real people
Cross-platform identity resolution solves all of these by merging profiles into a single AudienceNode with unified socialHandles, aggregate metrics, and a complete interaction timeline.
How It Works
The resolution engine uses multiple signals with confidence-weighted matching:
| Signal | Confidence | Description |
|---|---|---|
| Matching email | Very High | Same email address across platform profiles |
| Linked social accounts | Very High | Platforms that report linked accounts via API |
| Same display name | Medium | Exact or fuzzy name matching across platforms |
| Phone number | High | Matching phone numbers (when available) |
| Behavioral patterns | Low–Medium | Similar interaction patterns, timing, and content |
The Merge Process
- Signal collection — When a new interaction arrives, the system extracts identifying signals (name, email, social handle)
- Candidate matching — Existing audience nodes are searched for matching signals
- Confidence scoring — Each match signal is weighted; a combined confidence score determines if profiles should merge
- Profile merge — If confidence exceeds the threshold, profiles are merged into a single
AudienceNode:socialHandlesJSON is updated with all known platform handlestotalComments,totalDMs,totalPurchases,totalSpentare recalculated across all linked profilesengagementScoreis recomputed from the full interaction historyfirstSeenAttakes the earliest date across all profileslastInteractionAttakes the most recent
- Ongoing linking — As new data arrives, previously unmatched profiles may be linked retroactively
What Gets Unified
When profiles are merged, the resulting AudienceNode aggregates:
| Field | Resolution Strategy |
|---|---|
| displayName | Most complete name available |
| avatarUrl | Most recently updated avatar |
| email / phone | All known values stored |
| socialHandles | Combined JSON map of all platform handles |
| engagementScore | Recalculated from all interactions across all platforms |
| totalComments / totalDMs | Sum across all linked profiles |
| totalPurchases / totalSpent / avgOrderValue | Aggregated purchase data |
| tags | Union of all tags from merged profiles |
| metadata | Deep-merged JSON |
The AudienceInteraction records are never duplicated — each interaction retains its original platform and postId fields. The merge only updates the parent AudienceNode to point all interactions to the unified profile. This means your interaction-level analytics remain platform-accurate while your profile-level data is person-accurate.
Viewing Linked Identities
On any audience profile in the Audience Graph, you can see:
- Linked platforms — Which social handles are connected to this profile
- Per-platform breakdown — Interaction counts and engagement metrics per platform
- Merge history — When and why profiles were linked
- Manual override — Split incorrectly merged profiles or manually merge profiles that the system missed
Privacy & Data Handling
- Identity resolution only uses publicly available information and data shared through official platform APIs
- No data is shared between workspaces — resolution is scoped to your workspace
- All data is stored securely and encrypted, within your workspace's isolated data boundary
- Customers can be removed from the audience graph upon request (right to deletion)
- The system respects platform API terms of service for data usage
Related Pages
- Audience Graph — The unified profiles that identity resolution creates
- Segments & Scoring — Accurate scoring depends on complete, merged profiles
- Unified Inbox — Conversations linked to resolved identities via
audienceNodeId