Identity mapping

FloKit joins identifiers from your MMP, subscription platform, and product event stream to build a complete user timeline — from first ad touch to subscription revenue. A well-configured identity graph is the foundation of accurate payback analysis.

The identity graph

FloKit maintains a deterministic identity graph. When two identifiers are associated with the same user — for example, an anonymous_id linked to a user_id at login, or a user_id matched to the customer ID in your billing platform — FloKit merges their event histories into a single unified timeline. All payback calculations, cohort assignments, and LTV projections operate on the merged view.

Identifiers

Identifier	Source	Purpose
`anonymous_id`	Your app / Events API	Pre-login events; linked to `user_id` at account creation
`user_id`	Your backend	Primary user identifier across your product
`email_hash`	Your backend (SHA-256 of lowercase email)	Cross-device matching; privacy-safe
`device_id`	MMP (IDFA / GAID)	Device-level attribution join
`mmp_customer_user_id`	AppsFlyer / Adjust	MMP’s customer ID; should match `user_id`
`subscription_customer_id`	Stripe	Stripe customer object ID
`campaign_id`	MMP / ad platform	Campaign grouping
`ad_set_id`	MMP / ad platform	Ad set / ad group grouping
`creative_id`	MMP / ad platform	Creative-level attribution
`paywall_id`	Your app / Events API	Which paywall was shown
`offer_id`	Events API	Which promotional offer was applied
`transaction_id`	App Store / Google Play / Stripe	Revenue transaction; deduplicates refunds

Linking anonymous to identified

Send user_id alongside anonymous_id in any event after the user logs in or creates an account. FloKit retroactively attributes all prior pre-login events to the identified user.

{
  "event": "user_created",
  "user_id": "usr_abc123",
  "anonymous_id": "anon_xyz789",
  "timestamp": "2024-03-15T14:10:00Z",
  "properties": {
    "platform": "ios",
    "country": "US"
  }
}

After FloKit processes this event, all previous events carrying anon_xyz789 — including install attribution — are merged into the usr_abc123 identity.

Identity validation

Go to FloKit → Data → Identity to inspect join rates across your user base. A healthy integration should show:

>90% of install-attributed users joining to a subscription record within 7 days
Less than 5% of subscription events with an unknown or unmapped user_id
>95% anonymous-to-identified link rate within the session

Common join gaps

Subscription platform user ID does not match MMP customer_user_id Set your subscription platform’s user identifier to your backend user_id during authentication. Both the MMP and your subscription platform should use the same stable identifier so FloKit can join the two systems. Anonymous pre-install events not linking Send the same anonymous_id in both your pre-install product events and your MMP install callback. If the MMP fires an install event with a different or missing anonymous_id, FloKit cannot link pre-install behavior to the attributed install. Stripe customer not joining Include your backend user_id in the Stripe customer metadata object at customer creation time. FloKit reads this field when syncing Stripe webhook data.

const customer = await stripe.customers.create({
  email: user.email,
  metadata: {
    user_id: user.id,  // your backend user_id
  },
});

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The identity graph

Identifiers

Linking anonymous to identified

Identity validation

Common join gaps

​The identity graph

​Identifiers

​Linking anonymous to identified

​Identity validation

​Common join gaps

The identity graph

Identifiers

Linking anonymous to identified

Identity validation

Common join gaps