Ortto’s unique identifiers enable you to control how each individual person and organization record (including those added from data source integrations) is recognized in your Ortto account’s customer data platform (CDP).
The unique identifiers enable Ortto to determine, when importing people (contacts) and organizations, which records are unique and which are duplicates.
By default, Ortto sets Email as your primary person identifier, with Phone number as a fallback.
When importing people, Ortto will compare incoming records with those already in your CDP. Using the default values as an example, the import will check:
Does the incoming person’s Email value matches an existing record?
then if not
Does the person’s Phone number value match an existing record?
If no match is found, the incoming person is added as a new record to your CDP.
If a match is found, it will be handled according to the merge strategy you selected.
At, select up to two unique identifiers for each people and organization records. The fields you can choose as unique identifiers can be Ortto’s system fields, fields associated with one of your integrated data sources, or custom fields.
Use the trash icon to remove the optional second identifier as needed.
When choosing your unique identifiers, consider the following: