STEP 4 Customer identification


If you want to collect data about your customers from forms, website etc. and effectively identify them, you should implement user identification methods. In this part, we will show you how to do it in a few simple steps.

From this chapter you will learn:

Arrow down iconabout form integration,

Arrow down iconabout API integration,

Arrow down iconabout profile import methods,

Arrow down iconabout marketing consent,

Arrow down iconabout the Profiles module.

Main assumptions

Arrow down iconWhy you need this integration: This step will let you assign email addresses to anonymous customers after completing forms on the site. You will gather more data about your customers for better personalization.

Arrow down iconWhat type of campaigns require this integration: Starting from simpler use cases such as collecting user email addresses in order to send our email campaigns, to more advanced ones such user identification in different channels in order to create omnichannel campaigns.

There are 4 main profile identifiers in Synerise:

  1. email address – by default, the main profile ID. Customers with this ID are considered recognized.

  2. customId (custom_identify) - external profile ID, which is not an email address. It can take any form. It is used, for example, in the case of loyalty card numbers. CustomID might be used in imports and API requests. You can use customID as an addition to the email address (in this case, email must still be unique and will be the main ID) or make customID the main identifier (in this case, email address doesn’t need to be unique).

  3. UUID – these are Synerise cookies assigned to the profile. This cookie is assigned per browser. One profile might have many UUIDs, as this depends on the number of devices/browsers used by a profile. Each profile in the CRM will always have an UUID, so even if you are importing the database through API, a UUID will be generated.

  4. clientId – internal profile ID generated by Synerise.

    Note: The UUID is generated by Synerise, however there is a way to generate your own defined cookies. Check how to find your UUID.

Synerise has a few default attributes which have the following names:

  • email
  • firstName
  • lastName
  • city
  • birthDate (value must be in YYYY-MM-DD format)
  • phone

Any other attribute can have a custom name, e.g. if you would like to store attributes which will indicate if a user is a club member or not, you can decide how such an attribute should display, e.g., ClubMember, club_member, ClubMember etc. but once you choose one option, it can not be changed. There is also a list of attribute names that are created by various Synerise components and cannot be sent, available here in the description of the attributes field.

Detailed information:
  • OG:tags documentation - check the complete documentation about setting customId as the main identifier.

Form integration

If you want to recognize customers, you have to integrate the forms you have on the website first. Then, after a customer sends a tagged form, an event is generated (form.submit). The event is then assigned to the ID used (email, uuid, clientID, customID).

This step will allow you to assign email addresses to anonymous customers after completing the forms on the site. You will gather more data about your customers, for better personalisation.

Detailed information:

API integration

You can send form data from the backend (by using our API) but it’s a more complicated process.
When you integrate forms using our JS SDK, it (by default) resets the UUID. This means that any time a customer provides a different email address on the same browser, Synerise recognizes them as a new profile – so when 2 customers use the same browser and log in to your website, their data will be collected as separate profiles in the CRM.
In an API integration you are responsible for resetting UUIDs, so if you would like to use API integration, please contact Customer Success & Implementation.

CRM import

You can also import your current customer base with all necessary attributes and agreements to Synerise. To do this, please follow instructions in our help documentation.

Detailed information:

Profiles module

In the Customer profile, all information about an individual customer collected by Synerise can be found in one place. Below, you will find all important information about our Profiles module.

Types of profiles

In Synerise, there are two kinds of profiles: anonymous and recognized.

Anonymous profiles

These are customers for whom you do not possess identifying information in the form of an email (the primary identifier in Synerise). Such customers are created by:

  • A system based on the tracking code, with each user given a unique identifier (UUID)

  • Imported data, such as transactions (in which the user’s identifier is different than email or custom ID, for example UUID, profile ID, and so on.

Recognized profiles

Profiles whose email address is saved in your database. Emails can be added to the system by:

  • Completing a properly tagged form on the site

  • Import

  • Through API

  • When registering in the mobile app via SDK

Important: You don’t lose the profile’s history when an anonymous profile becomes recognized. The operation updates the anonymous profile instead of creating a new one.
Detailed information:

Profiles list

To check how many profiles in the database are recognized/anonymous profiles, you can use the main Profiles view and select which types you want to include in the list.

Detailed information:
  • Profiles list - learn more about the Profiles module and searching for profiles.

View of customer profile

The profile view contains all important information about a specific profile. It consists of three columns.

Screenshot presenting CRM list

  1. The left column includes demographic data about the profile, as well as information about the devices and browsers they use. This is where you can edit the profile, manage marketing consents, add attributes, delete or assign tags, and store contact details.
  2. The middle column shows an overview of all activities, including events connected with profile behavior and system-related events. In this section, you can also send a message to the customer, add notes to the profile, or manually add events.
  3. The column on the right shows dynamic information, such as expressions, segments or aggregates.
Detailed information:
  • Profiles module - learn more from the documentation connected with the Profiles module.

Tags and Attributes

Both anonymous and recognized profiles can be enhanced with tags and attributes.


Tags are a kind of label you can use to identify customers. Tags are permanently assigned to profiles:

  • When submitting a form from a site
  • During the import process
  • Directly on the profile card

When a tag is added to a profile, a system profile is generated.

Screenshot presenting tags

  1. This is where you can find all the tags assigned to the profile.
  2. Using this section, you can add or remove tags.
Detailed information:


Attributes are variables that have a certain value. Compared to events, attributes are permanently assigned to profiles.

  • When submitting a form from a site

  • During the import process

  • Directly on the customer card

  • In automations

When an attribute is added or changed, a system event is generated Attributes cannot be deleted for specific customers, only their values can be changed.
Attributes can be edited from the customer detail view. Use the pencil icon to change the attribute.

Screenshot presenting attributes



This section provides a verification checklist for PROFILE MANAGEMENT to ensure that all of the necessary steps are taken. It includes a list of information that must be collected and evaluated to make sure that everything works.

Learn more →
Detailed information:
Help center documentation tile illustration
Help center documentation
Learn more about Synerise funcionalities from our documentation in Help Center.
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Use cases
Discover our use case base and check how to use them in practice.

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