Two Similar Terms, Two Very Different Strategies

Identity resolution and identity stitching often get lumped together. Some marketers and data teams even use the terms interchangeably. But while they’re related, they are not the same thing—and confusing them can lead to bad data decisions, poor personalization, and wasted marketing spend.

So what’s the difference? Let’s break it down.

What Is Identity Stitching?

Identity stitching is the process of connecting different user interactions across multiple devices or platforms to create a unified customer journey.

Think of it as session-based tracking that focuses on linking a person’s actions over time, even if they aren’t logged in.

How Identity Stitching Works

• A user browses a website on their phone but doesn’t log in.
• Later, they visit the same site on a laptop and engage with content.
• Identity stitching links these behaviors together based on non-personally identifiable data (IP address, device fingerprinting, cookies, etc.).

Limitations of Identity Stitching

🚩 Limited to digital interactions – Doesn’t link offline behavior or external data sources.
🚩 Doesn’t create a persistent user profile – If cookies reset or a device changes, the stitched identity disappears.
🚩 Privacy restrictions are killing it – With third-party cookies fading and stricter privacy laws, traditional stitching methods are becoming less reliable.

What Is Identity Resolution?

Identity resolution goes beyond stitching by connecting multiple identifiers (email, phone, transactions, CRM data, etc.) to create a persistent, long-term profile of a person.

Instead of just linking website sessions, identity resolution stitches together a user’s entire interaction history—online and offline.

How Identity Resolution Works

• A user visits your website and enters their email to download a resource.
• A week later, they engage with an ad and use a different email to register for a webinar.
• Later, they make a purchase using their company credit card.
• Identity resolution connects these interactions into one unified customer profile using deterministic and probabilistic matching.

Why Identity Resolution Is More Powerful

✔ Works across digital and offline touchpoints – Includes CRM, sales data, and transactional history.
✔ Uses multiple data sources, not just cookies – Email, phone, purchase records, and more.
✔ Creates a persistent, evolving customer profile – Not lost when cookies reset.

Identity Stitching vs. Identity Resolution: Key Differences

Why Businesses Should Shift from Identity Stitching to Identity Resolution

For years, businesses relied on identity stitching to track user behavior across devices. But with the death of cookies, new privacy regulations, and the rise of first-party data, identity stitching alone is no longer enough.

Identity resolution gives businesses a sustainable, privacy-compliant way to track customer interactions and deliver personalized experiences.

Who Needs Identity Resolution?

✔ Marketers – More accurate targeting and suppression of existing customers from ad campaigns.
✔ Sales Teams – Full visibility into a lead’s journey before outreach.
✔ Customer Service Teams – A seamless experience across all touchpoints.
✔ Fraud Prevention & Security – Detecting fake accounts and reducing fraud risks.

Final Takeaway: Identity Stitching Is Fading—Identity Resolution Is the Future

If your business is still relying on identity stitching, it’s time to evolve. Stitching worked in a world dominated by third-party cookies, but as digital tracking shifts toward first-party data ownership, consent-driven tracking, and AI-powered matching, identity resolution is the only scalable solution.

Want to See Identity Resolution in Action?

If you’re tired of losing track of customers due to cookie restrictions and fragmented data, identity resolution can help you create a single, accurate customer view.

View the Identity Resolution Slide Deck to see how it works. If you’re ready to start using identity resolution the right way, you can purchase it here.