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Identity and attribution is how we deliver Complete Identity – one of the three dimensions of trustworthy data infrastructure. Understanding the full customer journey requires connecting every touchpoint to a single user profile. Fidero’s stateful, server-first architecture automatically creates unified user profiles that serve as the foundation for both accurate attribution and unified journey tracking.

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What unified identity means for your business

Without proper identity resolution, the same user appears as multiple people across different tools. Marketing can’t connect campaigns to LTV. Product can’t see which features drive retention. Data teams train ML models on incomplete timelines.The outcome with unified identity: Marketing connects acquisition campaigns to 6-month LTV and retention behaviour. Product tracks complete activation→retention funnels from first anonymous visit through app engagement. Data teams train churn prediction models on complete user timelines with acquisition source features that predict retention.Target: 90%+ cross-domain session linking with unified profiles from anonymous → signed-up → activated → retained.

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See it in action: Product team tracking activation funnels

The challenge: Fitness subscription platform needs to understand which acquisition campaigns drive users who actually activate and retain in the app. Without unified identity, they see three separate profiles: anonymous web visitor, signed-up user, mobile app user. How Fidero handles this: User clicks TikTok ad → browses workout previews anonymously → signs up on web → downloads app → completes their first workout three days later. Behind the scenes:
  • Initial visit: ttclid captured and stored with anonymous profile
  • Signup: Anonymous profile merged with userId, creating unified identity
  • First workout event (sent from app): Automatically enriched with original TikTok campaign context
The result: Product team sees “Users from TikTok campaign X have 45% higher activation rate” in their analytics. Marketing reallocates budget from Google (high signups, low activation) to TikTok (moderate signups, high activation).
Your ML models are only as good as your training data. Unified identity ensures your churn prediction models train on complete user behavioural timelines with full attribution context – not fragmented sessions missing the acquisition source features that predict retention.
Marketing: LTV attribution – Connect subscription and retention events back to original campaigns. See “Google Search campaign drives 2.3x higher 6-month LTV than paid social” and reallocate budget accordingly.Data teams: Churn prediction – Build ML models with complete user timelines from first visit through churn/retention. Models learn “Users from paid social + low onboarding completion → high churn risk” enabling targeted intervention.
Minimal stitching (post-login merge): When a user logs in and you send a userId, the server merges their anonymous profile with any existing known profile for that userId. Best for simple architectures where you can reliably send userId on login.
// User just logged in
fidero.updateIdentity({
  userId: "user_abc123",
  traits: {
    email: "[email protected]",
    plan: "premium",
  },
})
Enhanced stitching (pre-login merge): For GA4/Firebase users, the system can stitch anonymous and known sessions even before explicit login using app_instance_id and ga_session_* tokens. Best for mobile apps where users browse extensively before logging in.