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Overview

Configure identifiers in the Identity Graph dashboard to define which identity types Permutive recognizes and can collect. Identifiers must be configured before you can send identities of that type via the identify endpoint or import identity data via Connectivity.
Prerequisites:
  • Access to a Permutive workspace
  • Workspace permissions to configure Identity settings

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Steps

1

Navigate to Identity section

In the Permutive dashboard, click Identity in the navigation menu, then open the Identifiers tab.
2

Review existing identifiers

View all configured identifiers in the table. Each identifier shows:
  • Identifier name (namespace)
  • Type (User-level or User Group-level)
  • Volume metrics (number of identities)
  • Coverage percentage (compared to total Permutive IDs)
3

Add a new custom identifier

Click New Custom ID button. Enter a distinct name for your identifier (this becomes the namespace). Click Add to create the identifier.
4

Select identifier type

When creating a new identifier, choose whether it’s a User-level identifier (for individual users) or User Group-level identifier (for households or groups). This determines how the identifier can be used in identity resolution and imports.Auto-collection is available (web only) for the following identifiers:
  • Google AMP Client ID (amp)
  • Xandr’s 3rd party cookie ID (appnexus)
  • SAP Customer Data Cloud / Gigya user ID (gigya)
  • IP Address (ip_address)
  • Permutive’s 3rd party cookie ID (pxid)
  • Sailthru user ID (sailthru)
  • Trade Desk’s 3rd party cookie ID (tradedesk)
When adding a new identifier supported by auto-collection:
  • Enter the exact name as it appears above (ip_address, pxid etc.). This will automatically surface the auto-collection checkbox.
  • Tick the auto-collection checkbox to have Permutive’s Web SDK automatically capture that identifier’s value.
5

Verify identifier appears in list

After adding, confirm the new identifier appears in the Identifiers table with its type designation.
Tips for configuring identifiers:
  • Use clear, descriptive names for custom identifiers (e.g., user_id, household_id, customer_id)
  • Standard identifiers like appnexus, pxid, and email_sha256 may already be configured
  • User Group-level identifiers are required for importing household/user group membership data
  • Standard Identity Graph supports up to 5 identifier types; contact Support to upgrade to Advanced ID Graph for more
  • Identifiers must be configured before sending identities of that type via the identify endpoint
Important:
  • Once an identifier is created, you cannot change its type (User-level vs User Group-level) without contacting Support
  • Deleting an identifier prevents new identities of that type from being added, but existing identities remain in the graph
  • Identifier names are case-sensitive and must be unique within your workspace

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Next Steps

Viewing Identifier Details

Learn how to analyze identifier metrics and usage

Adding Identities via Identify Endpoint

Implement the identify endpoint to send identities

Back to Identity Graph

Return to Identity Graph overview