Contacts and profiles

Data about people (customers, contacts, leads and subscribers) are supplied in contacts records, which are grouped into single profiles.

See our developer documentation for more information on sending and merging contact records: Contacts

Contact listings priority

When contact records are merged to create a profile, sometimes there are fields with different values, e.g. a different surname or an address that doesn't match the existing record.

When this happens, Ometria uses the standard rules of priority to determine which value to assign to the profile:

Standard rules of priority

1. The Ometria preference centre
2. API, CSV, Ometria overlays, and changes made directly in-app (i.e. to the single customer view)
3. Ometria's JavaScript tracker
4. Ometria form
5. Importer (e.g. Magento or Shopify)
6. Third party syncs

Note:

• If there are two contact records with the same level of priority then the varying parameters from the most recent contact record is used, i.e. the last record pushed to Ometria or to reach our API endpoint.
• firstname and lastname parameters will always be taken from the same contact record.

Marketing opt-in rules of priority

These rules only apply to a contact's marketing_optin value. The rules below can be overridden by @FORCE_OPTIN.

1. Any Ometria controlled source (e.g. Preference centre, Platform, Ometria Form, CSV Upload).
2. Any Client controlled source (e.g. API, Magento importer).
3. Any third party controlled source (eg. Mailchimp)