Identity stitching overview
A single shopper rarely sticks to one device or one session. They might browse on their phone, add something to cart on a laptop the next day, and finally check out a week later on a tablet. Without any way to connect those moments, each one looks like a different, brand-new visitor, which understates how engaged that shopper actually was and weakens the signal your ad platforms use to optimize.
Identity stitching is how Máximo links those moments back to one shopper wherever it has good evidence to do so, so that attribution and match quality reflect what actually happened rather than an artificially fragmented view.
What it solves
Section titled “What it solves”When Máximo can confidently connect two sessions to the same person (because they used the same email or phone at checkout, for example) it links the records together. That has two practical effects:
- Better attribution. A conversion can be traced back to the browsing and cart activity that led to it, even if that activity happened on a different device or in an earlier session.
- Better match quality. When Máximo sends conversions to Meta, TikTok, Pinterest, or Google, having a more complete picture of a shopper’s identifiers improves how reliably those platforms can match the event to their own user records, see Enhanced match.
What it isn’t
Section titled “What it isn’t”Identity stitching links records Máximo has evidence for, it doesn’t guess or merge two people together on weak signals alone. See How it works for exactly what counts as strong enough evidence to merge, and what’s only ever recorded, never merged on its own.
It’s also not a way to identify a shopper personally outside of the checkout flow. Máximo doesn’t know who a browsing visitor is until they provide an email, phone number, or account/order link, usually at checkout.