Unique Identifiers and Profile Merging


Custom Identifiers and Hierarchy

If you want to add your own identifiers to be used for merging or to adjust the hierarchy, please reach out to [email protected]

Unique Identifiers and Generated People Profiles

A unique identifier is simply a numeric or alphanumeric string that is associated with a single entry within a given system.

Woopra has an advanced ID mapping system that allows it to use many different fields to uniquely refer to an individual profile. When identifying an individual, Woopra will track them as an anonymous visitor until they are identified in some way. We recommend using Email as the unique identifier. You can identify users using woopra.identify().

Anonymous id and cookies

Woopra will track anonymous visitors automatically with the tracking code. A profile will be auto generated for these users until they are identified by your tracking. With the cookie, users will be identified as Visitor #XXXXX and will be tracked on any page that you have setup Woopra to track.


Unique id

By Email: Woopra recommends identifying individuals by email as a best practice. Using email as a unique identifier will allow you to better track the complete user's journey across all sites and mediums. This will allow for better tracking through our various integrations as well.


By Custom ID: Alternatively, you can track by some other type of unique identifier such as an internally generated id. You may want to use this method when you do not want to share the users email. You can hash the email as well and pass it as an id.

Custom ID system (Enterprise only)

If you have a unique or specific id system, the Woopra team can work with you to customize your tracking. Please contact our [email protected] to discuss options.

Profile Merging

When an individual first visits your site, they will be an anonymous visitor. This will create a unique Visitor Profile and will track them via a cookie. Once they are identified, their profile will be updated with their visitor properties.

If there are multiple profiles for the same user, Woopra will automatically merge these profiles based on a unique id or cookie and based on the ID hierarchy.


ID hierarchy from lowest to highest

Browser cookie --The Lowest order id.
Any Custom Identifiers ...
Email Address
ID (cv_id, external database id)

All individual profiles are under a PID which is the visitor's profile ID in Woopra. Generally, PID is only used with our data query API.

That said, Woopra will automatically merge separate PID profiles based on a unique id such as an email. For example, a user creates an account on your site and you update the visitor properties in Woopra and identify them as [email protected] You also have a Hubspot integration that has previously imported this user into Woopra creating a unique profile. There now exists two separate profiles for the same user. Woopra will then merge these two profiles into a single profile while keeping all the historical actions from both profiles.