IDENTITY events

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The IDENTITY event event is used to resolve the identity of an anonymous site visitor. IDENTITY events are typically captured in registration, login, and signup forms, and they contain identifying information such as the site visitor's name, email address, and phone number provided by the visitor when they sign up or log in to your site.

If your organization opts in to identity resolution, you must set up IDENTITY event capturing on your site. Identity resolution uses the identifying information captured in IDENTITY events together with identity rules to recognize and match site visitor profiles.

You can also set up IDENTITY event capturing without identity resolution. In that scenario, captures the event data without using it to resolve visitor identities.

Note

All data sent to for identity resolution is treated as case-insensitive. For example, the email address [email protected] will match [email protected].

You can send IDENTITY events by using the Cloud SDK identity function and passing it the identity event data object. To set up IDENTITY events, refer to the developer guide.

The identity event data object

The identity event data object represents all the required and optional data about the event.

This is the object where you provide data about the event. All this data is sent to Sitecore, so make sure to provide the correct data depending on your organization's requirements. Construct the object in the following way:

Provide the identifiers array. In the array, include the name of the identifier, such as email or phone, and the unique identifier, such as [email protected] or +3539122334455.
Optionally, you can:
- Provide data such as the channel and the language of the page where the event triggered, and personally identifiable information (PII) such as the site visitor's first name and last name.
- Include the extension data object.

Examples

Tip

During development, use your web browser's developer tools to check the payload containing all the event data that is sent to Sitecore.

Example 2. Sending an IDENTITY event

Here's an example identity event data object for an IDENTITY event. The object contains all the required event data, and some optional event data and extension data. You can send this event by passing the object to the identity function:

Browser module

const eventData: any = {
  language: "EN",
  page: "home",
  channel: "WEB",
  currency: "EUR",
  email: "[email protected]",
  title: "Miss",
  firstName: "Jane",
  lastName: "Doe",
  gender: "female",
  mobile: "+3531234567",
  phone: "+3531234567",
  street: ["Tara Street"],
  city: "Dublin",
  country: "IE",
  identifiers: [
    {
      id: "[email protected]",
      provider: "email",
    },
  ],
  extensionData: { customKey: "customValue" }
};

identity(eventData);

Server module

const eventData: any = {
  language: "EN",
  page: "home",
  channel: "WEB",
  currency: "EUR",
  email: "[email protected]",
  title: "Miss",
  firstName: "Jane",
  lastName: "Doe",
  gender: "female",
  mobile: "+3531234567",
  phone: "+3531234567",
  street: ["Tara Street"],
  city: "Dublin",
  country: "IE",
  identifiers: [
    {
      id: "[email protected]",
      provider: "email",
    },
  ],
  extensionData: { customKey: "customValue" }
};

await identity(request, eventData);

For this identity event data object, the following payload is sent to Sitecore:

{
  "browser_id": "a38b230c-11eb-4cf9-8d5d-274e9f344925",
  "channel": "WEB",
  "city": "Dublin",
  "client_key": "",
  "country": "IE",
  "currency": "EUR",
  "email": "[email protected]",
  "ext": {
    "customKey": "customValue"
  },
  "firstname": "Jane",
  "gender": "female",
  "identifiers": [
    {
      "id": "[email protected]",
      "provider": "email"
    }
  ],
  "language": "EN",
  "lastname": "Doe",
  "mobile": "+3531234567",
  "page": "home",
  "phone": "+3531234567",
  "pos": "",
  "requested_at": "2026-10-05T10:36:32.506Z",
  "street": [
    "Tara Street"
  ],
  "title": "Miss",
  "type": "IDENTITY"
}

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