When Ometria finds two contact profiles that belong to the same person, it merges them into one. The survivor is the profile the other contact merges into.
Why it matters
The survivor keeps its contact ID. That ID is what stays stable for exports, integrations, and any downstream system that references the contact.
Picking a survivor does not decide which name, email, or phone number the merged profile shows. Those are chosen afterwards by Ometria's profile rules.
How it works
When two contacts merge:
- All orders, events, and identifiers from the other contact move to the survivor.
- Ometria rebuilds the profile field by field from all of the combined data.
- Segments and stats are recalculated on the next run.
Each field follows its own rule:
| Field | Which value the merged profile uses |
| Contact ID | The survivor's ID. Automatic merges always keep the oldest contact ID. |
| Email and SMS | Consent comes first: a valid address or number that is subscribed to marketing, then the most recently active one. |
| Name, address, and other details | The most recently seen value from the most trusted source. |
| Orders, events, and identifiers | All of them. They are kept and combined, never picked between. |
Choosing a survivor
Go to Settings > Identity resolution > Merge candidates > Manual similarity check.
Add the contacts you believe are the same person, and select Set as survivor for the one whose contact ID should persist.
Merging happens in pairs
If three or more contacts appear to be the same person, two merge first. The remaining candidates are evaluated against the combined profile on the next run. A candidate that waits loses nothing.
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