Three decisions
Which identities link
For example the same hashed email in CRM and web data.
Which datasets are trusted
Enable only clean, purposeful datasets for Profile.
Which value wins
Merge policy precedence — dataset order or timestamp.
Debugging checklist
- Identity namespaces and graph rules are configured as intended
- Data quality: identities populated and consistently formatted
- Schema and dataset are both enabled for Profile
- Relationships between schemas are defined where lookups are needed
- The correct merge policy is the default
- No profile collapse from shared or test identities
Profile not visible after upload
If a dataset previews correctly but the profile viewer shows nothing, check that the primary identity is populated, the dataset and schema are profile-enabled, the namespace you search with is the right one, and any required relationships exist. Ingestion to Profile can also take a short time to appear.
Frequently asked questions
What is profile collapse?
When unrelated people merge into one profile because they share an identity value, such as a shared device or test email.
Can I have multiple merge policies?
Yes, with one default; audiences and destinations can reference a specific policy.
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