AEP Identity Graph — quick tips

A few things that trip people up when working with the AEP identity graph.

Namespace priority order matters

Set your identity namespace priority in Admin → Identities before you start ingesting. Once conflated profiles exist, re-ordering priorities doesn't automatically re-stitch — you'll need to run a profile reset job.

ECID is not a stable key

ECIDs rotate under ITP. Never use ECID as a primary join key in downstream activations. Use email or a deterministic CRMID where possible.

Shared device scenarios

On shared devices (kiosks, family tablets) a single ECID can accumulate thousands of identity links. Use the Shared Device Detection setting to stop the graph from merging unrelated profiles through a common anonymous ID.