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Important: Please ensure your CMP configuration includes new Vendor ID 1469 for 1st Party data tracking. Additionally, include Vendor ID 301 if cookie sync is enabled. Learn more
This is a core function used to associate specific identifiers (like email, phone number, or your own internal IDs) with the current user’s session and subsequent activities tracked by the Zeotap SDK. Why use it?
  • User Stitching: Allows Zeotap to link user activity across different sessions or devices when a known identifier is provided.
  • Data Enrichment: Provides key identifiers needed for potential data enrichment processes.
  • Audience Building: Enables creating audiences based on specific known identifiers.
PersistenceIdentifiers set using setUserIdentities() are persisted (based on your persistenceInCookieStorage configuration) and automatically included in the user node of the payload for all subsequent events sent during the user’s session(s).

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Understanding Identifier Types

You can send different categories of identifiers:
  1. Personal Identifiable Information (PII): Standardized identifiers like email or phone number. These can be sent raw or pre-hashed.
  2. Custom Identities: Your own first-party identifiers (e.g., crmId, loyaltyId). Hashing configurations don’t apply to these.

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Choosing Your Hashing Strategy

Before using setUserIdentities, you must decide how PII (like email and phone numbers) will be handled regarding hashing. This choice affects your SDK configuration and the keys you use in the setUserIdentities call. Click on each scenario below for details:

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Sending Raw Identifiers

View Example

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Sending Pre-Hashed Identifiers

View Example

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SDK Performs Hashing

View Example

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PII Identifier Key Reference

PII PropertyKey to Use if Sending RAW
(Scenarios 1 & 3)		Key to Use if Sending PRE-HASHED
(Scenario 2 Only)		Description & Important Notes
First-Party IDfpuidfpuidYour primary first-party user ID (e.g., CRM ID, DB ID). Typically sent raw using the fpuid key regardless of the hashing scenario for other PII.
Emailemailemail_sha256_lowercase,email_sha256_uppercase, email_md5_lowercase, email_md5_uppercase, email_sha1_lowercase, email_sha1_uppercaseUser’s email address. Use the email key for raw input. Use one of the specific hashed keys (like email_sha256_lowercase) if you provide a pre-hashed value.
Cell Phonecellnocellno_without_country_code_sha256, cellno_without_country_code_md5, cellno_without_country_code_sha1, cellno_with_country_code_sha256, cellno_with_country_code_md5,cellno_with_country_code_sha1User’s cell phone number.
For Raw: Use cellno. Recommended Format: For best results, use '[code] [number]' (e.g., '1 5551234567').** See Cellno Handling Details for specifics.
For Pre-Hashed: Use the specific key matching your hash type (e.g., cellno_with_country_code_sha256).
Note: cellno_cc for raw is deprecated, instead use cellno.
Login IDloginidloginid_sha256_lowercase,loginid_sha256_uppercase, loginid_md5_lowercase, loginid_md5_uppercase, loginid_sha1_lowercase, loginid_sha1_uppercaseUser’s login ID. Use the loginid key for raw input. Use one of the specific hashed keys if you provide a pre-hashed value.
Depracatedcellno_cc is depreacted. It is recommened to use cellno for all cellphone number related scenarios.
How to Use This Table:
  1. Identify the PII Property you want to send (e.g., Email, Cell Phone).
  2. Determine your Hashing Scenario:
    • Scenario 1 (Raw) or 3 (SDK Hashing): Look at the “Key to Use if Sending RAW” column. Use that key (e.g., email, cellno) and provide the raw value. Pay attention to the recommended format for cellno.
    • Scenario 2 (Pre-Hashed): Look at the “Key to Use if Sending PRE-HASHED” column. Choose the key that matches the exact hashing algorithm and format you used (e.g., email_sha256_lowercase, cellno_with_country_code_sha256) and provide the pre-computed hash value.
  3. Remember: For a single PII property (like email), you will use either the raw key or a hashed key in your setUserIdentities call, never both simultaneously for the same piece of information.

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Custom Identities

You can include any other key-value pairs representing your own first-party identifiers. These are sent as-is and are not affected by the PII hashing configurations. 
window.zeotap.setUserIdentities({
  // PII Keys (Raw or Hashed depending on scenario)
  email: 'user@example.com',
  // Custom Keys
  crmId: '12345-ABC',
  loyaltyTier: 'Gold',
  visitorId: 'ga_client_id_here'
});
Last modified on June 25, 2026