analytics-dictionary / term / tracking & measurement

Identity resolution

Identity resolution is matching records from different sources to the same person or household.

Written by Reflective Data experts · updated Oct 5, 2026

It combines identifiers such as emails, device IDs and customer IDs into a single profile. Deterministic matching uses exact identifiers; probabilistic matching infers links from patterns.

Done in a warehouse with governance, it supports reliable customer analytics while respecting privacy rules.

Cross-device tracking Customer data platform (CDP)User ID

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Matomo

Matomo is an open-source web analytics platform, available self-hosted or as a cloud service, with a…

user-property.md

User property

A user property describes an attribute of a user that stays the same across events, such…

micro-conversion.md

Micro conversion

A micro conversion is a smaller step that signals progress towards a main conversion, such as…

customer-lifetime-value.md

Customer lifetime value (LTV)

Customer lifetime value is the total revenue or profit you expect from a customer over the…

segment.md

Segment

Segment is a customer data platform that collects events once and sends them to many tools.

heap.md

Heap

Heap is a product analytics platform known for autocapturing user interactions.

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