In this article, we'll walk you through setting up Identity Resolution from start to finish. By the end, you'll have a Final Identity Table with unified customer profiles in your data warehouse.

Prerequisites

Before you begin, make sure you have:

A connected data source — Your BigQuery, Snowflake, or other data warehouse connected to GrowthLoop. See Sources if you need to set this up.
At least two tables with customer data — Identity Resolution works by matching records across multiple sources.
Common identifiers — Your tables should share some PII fields (email, phone, name, etc.) that can be used for matching.

Step 1: Navigate to Identity Resolution

From the main navigation, click on Identity to access the Identity Resolution feature.

Step 2: Create a New Identity Configuration & Select your source

Click New Configuration to start configuring your identity resolution. This opens the source selection screen where you'll begin adding your data sources.

You can see your sources here. Select the source you want to use for this identity.

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Note
You can switch sources later, but you will have to configure your identity again if you do so.

Step 3: Add Your tables

Sources will have the tables containing customer data you want to unify. Add tables from your connected data warehouse to use in the identity.

For each table, you'll configure:

Setting	Description
Table	The table or view in your warehouse
Primary Key	The unique identifier column for this table
Field Mapping	How do the fields in the warehouse map to PII

Step 4: Map PII Fields

PII fields are the columns used for matching. Growthloop identity comes with a standard pre-defined set of PII fields. For each tables, map your columns to standard PII fields.

Click on the table card and use Add Column on each table to map.

Common PII field types:

Field Type	Description	Example Columns
Email	Email address	`email`, `email_address`, `contact_email`
Phone	Phone number	`phone`, `mobile`, `phone_number`
First Name	Given name	`first_name`, `fname`, `given_name`
Last Name	Family name	`last_name`, `lname`, `surname`
Postal Code	ZIP or postal code	`zip`, `postal_code`, `zipcode`
Address	Street address	`address`, `street`, `address_line_1`

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Note
You don't need to map every column. Only map the fields you want to use for matching or include in your Final Identity Table.

Step 5: Define Match Rules

Match rules specify which field combinations identify the same person. Go to Match Config then Match Rules. Click Add Rule button to start adding rules.

You can add as many rules as you need. After you have added your rules, your screen should look something like this.

A typical setup uses cascading rules, for example:

Rule	Fields	Purpose
Rule 1	Email + First Name	High-confidence matches via Email
Rule 2	Phone + Last Name	Catch records without email

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Note
Rules are evaluated in order. Once a record matches a rule, it stops processing. Place your strictest (highest-confidence) rules first.

See Match Rules for a deeper dive into matching strategies.

Step 6: Configure PII Precedence

The fields you have mapped in your sources to PII fields will appear in your Final Identity Table output. You can specify the precedence of which table should get the precedence if multiple tables have conflicting data for the field.

You can configure it via Match Config then PII Precedence.

You can drag and drop the table cards to change the precedence.

For each column, the value comes from the highest-precedence table that has a non-null value for that field.

Step 7: Configure Settings

Go to Settings to configure output, nick name matching and third party graph options.

Output Configuration:

Setting	Description
Output Dataset	The dataset in your warehouse where results are written
Identity Table	Name of the Final Identity Table containing unified profiles

Resolution Settings:

Setting	Description
Enable Configuration	Toggle to activate this identity resolution config
Full Refresh	When enabled, performs a complete refresh of all identity data (vs. incremental)

Matching Options:

Setting	Description
Nickname Matching	Match common name variations (e.g., Bob → Robert, Bill → William)

Once configured, click Publish to activate your identity configuration.

Step 8: View Results

Once published, the identity processor will pick up your configuration and run. After processing completes, the Summary tab shows your results.

Current Status displays key metrics:

Metric	Description
Last Run On	When identity resolution last executed
Source Records	Total records processed across all source tables
Golden Records	Number of unified profiles created
Distinct Match Configurations	Number of match rules applied
Last Data Pull	When source data was last retrieved

Matched Records On shows a breakdown of how records matched:

Each rule shows the count and percentage of records it matched
Unmatched records didn't match any rule and remain as individual profiles

Data Quality highlights potential issues:

Duplicate Emails — Records with the same email across sources
Conflicting Records — Records where sources have different values for the same field
The Conflicted Data in Columns table shows which fields have conflicts and how many

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Note
The Final Identity Table is also written directly to your data warehouse at the output dataset you specified. You can query it for activation, analytics, or further processing.

Using Your Unified Data in GrowthLoop

Once identity resolution completes, your Final Identity Table is automatically available as a Dataset in GrowthLoop — no manual setup required.

Finding Your Final Identity Table Dataset

Navigate to Data Configuration → Datasets in the main menu.

You'll see a Dataset Group created for your identity configuration, containing your Final Identity Table dataset.

The dataset is named "Final Identity Table Dataset for [Your Identity Name]" and is ready to use immediately.

What You Can Do With It

Your unified customer profiles can now power:

Feature	How to Use
Audiences	Build segments using your Final Identity Table as the primary dataset
Journeys	Create multi-step campaigns targeting unified profiles
Exports	Send unified customer data to any connected destination
Analytics	Query the Final Identity Table directly in your data warehouse

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Note
The Final Identity Table dataset appears automatically after identity resolution runs successfully. If you don't see it within a few hours, check that your identity configuration ran without errors.

Congrats! You've set up your first Identity Resolution and your unified customer data is ready to use. For more details on fine-tuning your matching, continue to Match Rules.

Questions or issues? Reach out to us at [email protected].