A profile is everything UMAP360 knows about one person — their events, sessions, traits, and the identities that have been stitched together into a single view. The Profiles area is where you search, filter, and open any individual to see their full journey from first anonymous visit through to a known customer.
The profiles list
Open Profiles from the sidebar. You'll see a grid of profile cards, most recently active first. Each card shows the person's name (or an anonymous identifier), their email if they've been identified, when they were last seen, and an Identified badge for profiles with a known identity.
You can show 25, 50, or 100 profiles per page (50 is the default) and page through the rest with the pagination controls. Profiles that have been merged into another person don't clutter the list — only the surviving, unified profile appears.
Your view is shareable
Whatever you search, sort, and filter is saved in the page URL. Bookmark a useful view, or paste the link to a teammate and they'll see exactly what you see.
Search and filter
Start typing in the search box to match across email, phone number, profile ID, and the name derived from a person's traits. Search, sort, and the identified/anonymous toggle update the list instantly.
For narrower questions, use the advanced filters and click Apply Filters:
| Filter | What it does |
|---|---|
| Identified / Anonymous | Show only known people, or only anonymous visitors |
| Engagement range | Limit to an engagement score band (0–100) |
| Events range | Limit by how many events a person has |
| Tags | Pick from the tags found on your profiles |
| Segments | Pick from the audience segments people belong to |
| Trait | Match a single trait by value (equals or contains) |
| Acquisition source | Filter by the source that first brought them in |
You can also sort by engagement, event count, session count, or first- and last-seen date.
Opening a profile
Click any card to open that person's detail page. It's organised into four tabs.
Overview
The default tab, with a tidy summary of who this person is. Sections appear only when there's data for them, so you won't see empty placeholders:
- Lifecycle — when they were first and last seen, when they became identified, and how they signed up.
- Revenue — total spend, plus the date, amount, and currency of their last purchase (shown only if they've bought something).
- Acquisition source — the platform, campaign, ad group, and landing page that brought them in, when paid-ad signals are present.
- Identities — the linked signals that resolve to this person, each with a confidence score.
- Traits — key-value properties like plan, role, or company.
- Segments & tags — the audiences and labels this person belongs to.
- Attribution — first-touch and last-touch cards showing source, medium, campaign, and landing page.
You'll also find the person's core details here: their unique profile ID, primary email and phone, application user ID, total events and sessions, and first/last seen dates.
Traits are read-only here
Traits are shown for reference but can't be edited from this page. They're set from your application when you identify a user. See Install the SDK for how that works.
Events
The full event history for this person, newest first. Each row shows the event name, when it happened, its key properties, and where it came from. Use the date presets (last 7, 15, 30, or 90 days, or all time) or build a property filter to narrow things down, and click any row to inspect the full event.
Sessions
Every browsing session, with when it started, how long it lasted, how many events it contained, and the browser, OS, device, and campaign details behind it. Filter by landing page, browser, or date range to find the visits that matter.
Identity
How UMAP360 pieced this person together. You'll see their merge history, the click IDs and device fingerprints that were matched, and a queue of potential merge candidates — probable matches waiting for review, each with a confidence bar and the signals behind it.
If you have admin or owner access, you can act on a candidate directly:
- Merge combines the two profiles and all their events into one. This is permanent, so you'll be asked to confirm first.
- Reject dismisses the suggestion.
Merging can't be undone
A merge permanently combines two people into one profile. Review the matching signals carefully before confirming. Only admins and owners can merge or reject candidates.
Identified vs. anonymous
Anonymous profiles are created automatically the first time someone visits, based on their device. Once they identify themselves — usually by logging in — their anonymous history is merged into a single, identified profile, giving you the complete journey from first visit to conversion.
Next steps
- Identity resolution and merging — how anonymous and known people get stitched together
- Audiences and segments — turn profiles into reusable groups
- Attribution — see which channels drive your most engaged people
- Customers overview — the bigger picture of profiles and identity
Last updated 2026-06-11