The Role of Identity Resolution in Long TTV Cycles

In B2C (like TikTok or a Mobile Game), a user often signs up and "activates" in one continuous session, on one device. TTV is easy to measure: Session_Start to Value_Event.

In B2B SaaS, the user journey is fragmented.

1. Monday (Mobile): User sees an ad on LinkedIn while commuting. Signs up. (Created Anonymous_ID: 123).
2. Monday (Laptop): User clicks "Verify Email." (Stitched User_ID: Bob).
3. Tuesday: User is busy. No activity.
4. Wednesday (Desktop): User logs in to finish configuration. Uploads data. Reaches Value.

The Broken Chain Problem

If your analytics stack cannot stitch "Mobile Bob" to "Desktop Bob," your TTV data is destroyed.

• View 1: Mobile Bob "Bounced" (Churned).
• View 2: Desktop Bob appeared on Wednesday and Activated instantly (0 TTV).

Both are wrong. The real TTV is 2 Days.

The User_ID Anchor

Reliable TTV requires a robust Identity Resolution strategy. This is why Tivalio is designed to sit on top of robust providers like Amplitude or Mixpanel.

These platforms spend millions of dollars solving the "Identity Merge" problem.

• They map cookies to IDs.
• They handle the alias call when an anonymous user logs in.

Best Practices for Implementers

1. Call alias / identify immediately on Sign Up. Don't wait. As soon as you have a database ID, push it to the frontend.
2. Pass IDs in URLs. If you send a "Verify Email" link, include a token that helps you re-identify the user on the landing page, so they don't look like a stranger.
3. Trust the Upstream. Don't try to build your own identity graph in SQL unless you are crazy. Use the graph provided by your analytics vendor.

TTV is a measure of a Person's Time, not a Device's Time.