> For the complete documentation index, see [llms.txt](https://docs.aloop.icustomer.ai/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.aloop.icustomer.ai/audience/identity.md). # Identity One person, one record: how identities resolve, and the rules that keep your CRM safe. One person is one record, and one company is one account, no matter how many fragments arrive: a form fill here, a CRM row there, an anonymous visit last month. Identity resolution is what makes those the same story, and it is the reason outcomes can ever credit the decisions that caused them. ## How identities resolve * **A verified match earns an immutable ID.** When the system confirms who someone is, that identity is fixed. Everything after attaches to it. * **That ID is a OneSource ID.** It is the identity foundation the Growth Brain is built on. Licensed third-party data enters only by resolving to it, and is never written raw into your systems. * **Everything else is an alias.** Additional emails, a CRM ID, a phone number, an enrichment ID: aliases on the one record, not new records. * **Resolution is retroactive.** When an anonymous visitor becomes known, their earlier activity is re-attributed to the same identity, so history is never lost to timing. Your CRM stays the system of record. Where permitted, the platform writes its ID back into your CRM so both systems can always find the same person. ## The rules that protect your CRM * **The platform never deletes a CRM record.** Ever. * **It never auto-merges.** When it finds likely duplicates, it proposes the merge as a pulse, with the evidence. You approve, and only then does it execute, with the decision recorded. CRM merges are irreversible in most CRMs, which is exactly why a human holds the pen. * **It updates rather than overwrites**, and never touches sales-owned fields. ## Where identity comes from Signals flow in from [the pixel](/integrations/events-and-pixels.md) (form emails, reverse-IP company resolution), your [CRM sync](https://github.com/colby-iCustomer/audience-loop-user-guide-public/tree/main/integrations/crm-sync.md), and enrichment. Conflicts resolve by trust: what you have declared outranks your CRM, which outranks inferred sources. Identity is the foundation [FIRE scoring](/audience/fire-scoring.md) and every decision stand on. --- # Agent Instructions This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com. ## Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter, and the optional `goal` query parameter: ``` GET https://docs.aloop.icustomer.ai/audience/identity.md?ask=&goal= ``` `ask` is the immediate question: it should be specific, self-contained, and written in natural language. `goal` is optional and describes the broader end goal you are ultimately trying to accomplish on behalf of the user. GitBook uses it to tailor the answer towards what is most useful for that goal. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.