Customer Data Platform (CDP) helps users to identify visitors by analyzing their session data and subsequently associate events with the identified visitors.
CDP can associate all anonymous events with a known user if the website visitor is identified during the same session. A session is defined as a 30-minute window before or after identification.
Cookie backstitching allows CDP to link anonymous events with a known user if the user is identified within a specific time window. This process helps in creating a more complete customer profile by connecting anonymous and identified interactions.
Customers may request an extension of the backstitching window by contacting Acquia Support. The request must specify the desired duration for the backstitching window. For example, 60 minutes, 90 minutes, or 30 days.
The following are the important considerations:
If you have integrated CDP WebTag, use an identification cookie and send SourceCustomerNumber
or Email
even if the user is currently not authenticated on the website. Identification cookies are set to any known user and can be used on subsequent visits to the website. The cookies work similar to cart cookies that save the items that are currently in your cart even if you leave the page and return after some time.
For CDP to accurately identify the users generating the events, the SourceCustomerNumber or Email values must not be cached.
The following diagram depicts the process flow of this scenario:
Steps:
Initial visit on Google Chrome through laptop (identified):
Login
.Outcome:
The initial login of the visitor is accurately recorded and new customer records are created in the system because of no prior anonymous data match.
The following diagram depicts the process flow of this scenario:
Steps:
Initial visit:
Subsequent visit:
The tracker checks the anonymous table for stitching
This step is called forward stitching.
Browsed
.Outcome:
The actions of the visitor are continuously tracked and associated with their existing user profile, even when they return as an anonymous visitor.
The following diagram depicts the process flow of this scenario:
Steps:
Initial visit:
Subsequent visit:
Another subsequent visit:
Tracking and stitching:
The tracker (DW) checks the anonymous table for stitching.
This step is called back stitching.
Login
.Outcome:
The actions of the visitor are accurately tracked and associated with their existing user profile, combining anonymous and identified sessions to maintain a continuous and updated user record.
The following diagram depicts the process flow of this scenario:
Steps:
Initial visit by visitor A:
Subsequent visit by visitor A:
Different browser visit by visitor B:
Tracking and stitching:
Outcome:
No customer record is available to associate the events because of the mismatch of sessions created by different browsers and visitor activities.
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Wed Oct 09 2024 10:51:54 GMT+0000 (Coordinated Universal Time)