Customer profiles: everything CDP knows about one person
How a visitor becomes a profile, finding profiles with search and filters, and reading a profile — its traits, segments, purchases, reading and timeline.
A profile is one person as CDP sees them: every visit, page, product, cart, order and article — and, once they are known, their e-mail and name. Segments, recipes, recommendations and the chatbot all work with profiles.
Anonymous and identified
- An anonymous profile is a browser CDP has seen but cannot name: it knows what that visitor did, not who they are.
- An identified profile has an e-mail address or a user ID — the visitor signed in, ordered, or came from your store's customer list.
When an anonymous visitor identifies themselves, their past visits stay with them: the profile simply gets a name. How it works, and when two profiles become one: How Monfri recognises a visitor.
Find a profile
In CDP, open Audience → Profiles. The top line counts them: total, identified on site — visitors who identified themselves on your site — and from store sync — store customers who have not visited since.
- Search by email, user ID, or anonymous ID... finds one person.
- All, Identified, Anonymous — who to show.
- Active: — All time, Today, Last 7d, Last 30d, Last 90d.
- Loyalty — the buyer's tier, on a store.
- Filters opens more: Device, Country, Channel (Direct, Search, Social, Email, Referral), Engagement (low, medium, high), a segment, the number of Orders and the Revenue.
Each row shows the Identity — Identified, Anonymous, and E-Commerce for store buyers — the Email, the Loyalty tier, First Seen and Last Seen. Click a row to open the profile.
Read a profile
The top of a profile shows Sessions, Page Views, Devices, Segments and Engagement, and the button Merge Profile. The tabs:
| Tab | What it shows |
|---|---|
| Profile | Traits — what is known about the person, such as name, city, language; the Segments they are in; devices and location; on a store Favorite Products, Top Categories and Recommendations; on a news site Top Topics, Favorite Authors and Entities of Interest. |
| Purchases | Orders, revenue, average order value, purchase frequency, the preferred time to buy, the categories bought, and the first and last touch that brought the person. |
| Insights | The Overall Engagement Score, recency, frequency and monetary scores, and how this customer compares with the average. |
| Reading | On news sites: the articles read, with attention and scroll, the top categories and sites. |
| Activity | The Event Timeline — everything the person did, newest first. |
Merge two profiles
When one person ended up with two profiles — for example two e-mail addresses — click Merge Profile on the profile you want to keep.
- Primary Profile (keep this one) is the profile you are on.
- Under Secondary Profile (will be merged and deleted), find the other one by e-mail, user ID or anonymous ID.
- Check the preview and click Merge Profiles.
Important: This action cannot be undone. The secondary profile's history moves to the primary one and the secondary is deleted.
Good to know
- A profile's data comes from your site, your store and the other Monfri services. You do not type it in.
- To export or delete everything about one person — for a GDPR request — see Personal data requests in CDP: export, delete, consent records.
- The number of profiles that counts toward your plan is the number of identified people, not every browser — see Usage and limits: what counts and what happens at the limit.
If something doesn't work
A customer I know is not found
Search by the exact e-mail. If they never identified themselves on the site and are not a customer of the connected store, their profile is anonymous and has no e-mail to find.
One person appears twice
They used two browsers or devices and identified only on one, or used two e-mail addresses. Merge the two profiles as above.
Not in any segments
The person matches none of your active segments yet, or the segments are updated once a night. See Using segments: live and daily, growth, and where they work.