User IDs vs User Identity Resolution

Having accurate user data is the key to making confident decisions about your advertising campaigns and delivering personalized content that resonates with your customers.  

That’s where user IDs and user identity resolution become important. In the fast-paced world of marketing, these terms are sometimes used interchangeably.  

While both user IDs and user identity resolution allow you to track user behaviors without relying on third-party data, it’s important to understand their differences and their respective roles in delivering personalized marketing campaigns. 

Keep reading to learn: 

• What Is a User ID
• What Is User Identity Resolution
• The Main Difference Between User IDs and User Identity Resolution
• The Shared Impact of User IDs and User Identity Resolution on Ad Campaigns

What Is a User ID 

A user ID is a unique identifier assigned to an individual by an app or website, typically composed of a string of numbers or letters. Think of a user ID as a nametag or license plate that a website or app designates to a specific user. 

With a User ID, you can link different sessions and events from the same user, even if they haven’t provided personal information yet.  

Let’s say you assign a user ID to an individual visiting your website for the first time. Your website’s first-party cookies allow you to track the products they view, but the user doesn’t check out and doesn’t provide any contact information. 

Then, the same user visits a week later. Because you assigned a user ID upon their first visit, you can recognize them as a return user and link their sessions to track their behavior over time. 

What Is User Identity Resolution 

User identity resolution is the process of stitching together user data from a brand’s multiple channels, touch points, and devices to create a single, unified profile of a user.  

This approach goes beyond the scope of User IDs, allowing businesses to see a broader picture of a user’s journey across different channels.  

For example, let’s say a user visits your brand’s social media on their phone and later checks your website from a laptop. Identity resolution is the process of connecting these behaviors to create a complete profile of the user – despite the data being collected from different platforms.  

The Main Difference Between User IDs and User Identity Resolution 

The main difference between User IDs and user identity resolution is the scope of their use. 

User IDs deliver a granular view by tracking individual user interactions within a single system or platform.  

User identity resolution, however, connects data across multiple touchpoints – offering a comprehensive view of user behavior across a brand’s various channels.  

While a User ID focuses on recognizing and tracking specific actions of a user within a system, identity resolution brings together information from several systems to create a holistic user profile. 

The Shared Impact of User IDs and User Identity Resolution on Ad Campaigns 

User IDs and user identity resolution are complementary in that user IDs help with the process of identity resolution. 

User IDs help track user behaviors and interactions in a targeted manner, allowing for personalized advertising even before the user has personally identified themselves. 

User identity resolution goes a step further by ensuring that brands can deliver more precise and cohesive advertising content across multiple channels by connecting user behaviors from various touchpoints.  

Together, user IDs and user identity resolution enable brands to deliver highly personalized and relevant marketing campaigns to users at every stage of their journey. 

Identify More Returning Users with Elevar 

An easy way to recognize more users is by utilizing Session Enrichment.  

Session Enrichment collects and stores advanced matching parameters. Allowing brands to identify more repeat users across platforms and devices.  

By tracking 99% of conversion events across marketing channels, Elevar builds an identity graph of individual user data. 

Brands who have Elevar see a 20% boost in Facebook ad performance, 99%+ data accuracy in GA4 and up to 30%+ more abandoned flow revenue. 

Ready to identify more users? Book a call with us to learn how Elevar can help by enriching your data.