Identifying users and customers using Snowplow: a technical guide

Snowplow provides a comprehensive solution for creating a unified customer view by utilizing a structured event-tracking system that incorporates multiple user identifiers, including domain_userid, network_userid, and user_id, along with additional identifiers like user_ipaddress and user_fingerprint. This multi-identifier approach offers flexibility in user tracking, enabling analysts to conduct in-depth analyses of user behavior across sessions and sites, even as third-party cookie support diminishes. Snowplow supports advanced tracking through login events, making user identification more reliable by enabling mapping between user IDs and domain_userids, which is crucial for businesses aiming to integrate Snowplow data with their existing customer data systems. The system's ability to track user cohorts and analyze user engagement over time allows companies to accurately attribute marketing efforts and understand customer journeys, even in complex scenarios where users interact with their services across different devices or browsers.