Identity graph

The SegmentStream Identity Graph is a core part of the attribution infrastructure. It connects fragmented user sessions across browsers, devices, and channels to enable more accurate multi-touch attribution (MTA) and a unified view of the customer journey. By using a combination of identifiers collected on-site, the identity graph helps associate sessions with users across devices — even when they don’t log in — improving attribution, optimisation, and decision-making.

​

Why it matters

Modern users interact with brands across multiple channels and devices. A typical journey may include:

• Subscribing to a newsletter on mobile
• Clicking a retargeting ad on desktop
• Converting later on tablet

Without stitching these sessions together, each would be seen as a separate user, breaking attribution. The identity graph enables SegmentStream to connect these interactions, reconstruct the full path to conversion, and attribute value accurately.

​

What data is used to stitch sessions

SegmentStream combines the following identifiers to build and enrich the identity graph:

​

Use cases

• Cross-device attribution — Match a subscription on mobile to a purchase on desktop via ehash.
• Campaign path stitching — Connect Meta, Google, and direct sessions leading to a conversion.
• Better ML input — Feed complete user journeys into conversion modelling, improving performance.

​

Best practices for implementation

To get the most from the identity graph, implement the following:

• Send user_id to GA4 whenever a user logs in or authenticates.
• Preserve click_id parameters when redirecting from ad platforms by implementing the SegmentStream SDK.
• Implement ehash by capturing and hashing emails from forms (e.g. newsletter, checkout) and adding ehash to email links (e.g. https://site.com?ehash=...). SegmentStream automatically captures ehash from URLs — you only need to ensure it’s included in your email links and sent with on-site form events.

​

In this section