Identity Resolution
Also known as: Identity Stitching, Cross-Device Matching
Identity resolution connects scattered signals — devices, emails, phone numbers, clicks, and visits — into a single unified profile of one person.
What it actually means
The same customer might click your ad on their phone at lunch, browse your site on a laptop that evening, and call from a work number the next day. To most tracking tools, that's three strangers. Identity resolution stitches those fragments together using shared identifiers — an email entered in a form, a phone number, a login, a click ID — so the journey reads as one person, not three anonymous sessions. It is the foundation of accurate attribution and of knowing what a customer is actually worth. As cookies fade, resolution built on first-party identifiers you collect yourself is the durable version.
Identity resolution is how you learn that the 'new' caller booking a $2,000 job is the same person who clicked your Instagram ad last Tuesday — turning a mystery walk-in into a measured ad result.
Related terms
First-party data is information you collect directly from your own customers and prospects, such as email addresses, phone numbers, and purchase history.
Attribution is the process of crediting conversions to the ads, clicks, or impressions that led to them, determining which marketing earned the result.
The Conversions API sends conversion events to Meta directly from your server, supplementing the browser pixel for more complete and reliable tracking.
A custom audience is a targeting group built from your own data, such as a customer email list, website visitors, or people who engaged with your content.
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