Question

Why are identity keys such as user_id, email, or phone not being associated with the correct profile in Segment Unified Profiles, resulting in profile duplication or merging not being triggered as expected?

Product

Twilio Segment

Environment

Segment Console

Answer

Identity keys may not associate with the intended profile if another profile with a conflicting identity key is created or updated just before the relevant event. This can cause the identity key to be linked to a different profile, preventing expected profile merging or deduplication. Additionally, if an identity key is dropped due to a violation or error, it will not be linked to any profile, which can also disrupt the merging process. Reviewing event timing, identity resolution rules and violations in Profile Insights is essential to understand and resolve such issues.

Additional Information 

Check the Errors and Violations logs in the Segment Console Profile Insights tabs to identify if any identity keys were dropped or if there were conflicts during the identity resolution process.