Every visitor, anonymous click, and known customer in your data eventually resolves to a real person. The Customers area is where you meet those people — browse who they are, follow each one's full journey, see how UMAP360 stitched their devices and identities together, and group them into segments you can act on.
What this section covers
Think of a customer profile as one unified record per person. It gathers everything you know about them — the events they fired, the sessions they ran, the traits you've sent (like name, email, plan), and every identity signal that points back to them — into a single, browsable view.
- Browse people, not rows. Each profile card shows a name or anonymous identifier, email if known, last-seen time, and whether they're identified. Filter and search to find the segment you care about.
- Follow the whole journey. Open any profile to see their lifecycle, revenue, where they came from, every event and session, and the channels that first and last brought them in.
- Understand the stitching. Identity resolution automatically links anonymous browsing to known people. You can review how that happened and confirm it's accurate.
- Group people into audiences. Turn behaviours and traits into reusable segments for targeting and analysis.
Identified vs. anonymous
Every person starts somewhere on this spectrum:
| Type | What it means |
|---|---|
| Anonymous | Only a device or browser signal so far — created automatically the first time someone visits. |
| Identified | A confirmed identity (email or user ID) is attached — created when your app tells UMAP360 who they are. |
When an anonymous visitor later signs in or identifies themselves, UMAP360 merges their earlier browsing into the now-known profile, so a single record spans first visit to conversion. The share of profiles successfully linked to a known identity is your stitch rate — a higher number means better coverage of who your visitors really are.
Link more journeys
The single biggest lever on stitch rate is identifying people at the moments you already know who they are — at login, signup, or checkout. A large anonymous base with a low stitch rate usually means you're missing those moments. Your developer can wire this up; see the developer documentation.
The pages in this section
Start with whichever matches what you're trying to do:
- Browsing profiles — the customer list and detail view. Search, filter by identity, engagement, events, tags, segments, traits, or acquisition source, then open any person to see their lifecycle, revenue, traits, attribution, full event history, and sessions.
- Identity resolution and merging — how anonymous and known identities get stitched into one profile, how to review the connections and merge history, and how to confirm or reject suggested matches.
- Audiences and segments — build reusable groups from conditions on behaviour and traits, combine them with AND/OR logic, and use them for targeting and analysis.
How attribution shows up here
Each profile tracks two touchpoints, captured automatically as people arrive:
- First touch — the channel, source, and campaign that first brought them in.
- Last touch — the most recent one before their latest activity.
This is built from the campaign tags, referrers, and ad-click signals collected as people browse — no manual tagging on your side. It's a quick way to see which channels bring you your most engaged people.
Where your data comes from
The richer your incoming data, the more useful these profiles are. If profiles look thin or anonymous, it's usually worth checking your tracking and connections first — see connecting your data.
Next steps
- New here? Start with core concepts to see how collection, identity, and engagement fit together.
- Ready to act on a group? Build segments in audiences and segments.
- Want to reach these people? Head to engagement to message audiences over Email, SMS, and WhatsApp.
- Curious how identities get linked? Read identity resolution and merging.
Last updated 2026-06-11