Many product and data pros understand that having deep insight into every user's journey is a critical reason to invest in analytics. Creating this holistic customer profile requires effective identity resolution-which is also vital to experimentation.

Identity resolution (ID resolution) is the process of identifying and linking multiple pieces of information to a single individual, ensuring that different data points-like email addresses, phone numbers, or device IDs-are tied to the same person so you can understand their behavior.

In experimentation, identity resolution requires two key components: gathering accurate and reliable data and ensuring users have smooth and consistent experiments. In essence, identity resolution is the backbone of reliable experimentation.

The following explores ID resolution in experimentation so you can understand its impact on data integrity and user interaction quality-and why a single source of truth for analytics and experimentation helps you ensure you're accurately and effectively executing this process.