In Data Cloud Setup, navigate to Identity Resolution and create a new ruleset; select the Individual DMO (or a custom profile DMO) as the primary object.
Add match rules specifying which fields to compare and the matching method (Exact, Fuzzy, or Normalized) for each — for example, match on Email (Exact) AND LastName (Fuzzy).
Add reconciliation rules to define which source takes precedence when multiple profiles are merged — e.g., use 'Most Recent' or 'Most Common' strategies per field.
Save and run the ruleset; monitor progress in the Identity Resolution run history panel within Setup, or trigger an immediate run via the Data Cloud Connect API POST to the run identity resolution ruleset endpoint.
Query unified profiles in the Individual__dlm DMO via the Data Cloud Query API to confirm that duplicate records have been collapsed into unified individuals with a single ssot__Id__c.
Iterate on match rules if the merge rate is too aggressive (too many false positives) or too low; use the Preview option before activating a new ruleset.
Known gotchas
Identity resolution runs on a schedule by default; changes to match rules do not take effect until the next run — trigger a manual run after rule changes to see results immediately.
Fuzzy matching on name fields can produce false positives for common names; always pair fuzzy name rules with an additional exact-match rule on a more unique field like email.
Deleting and recreating a ruleset clears all previously resolved unified profiles for that DMO, requiring a full re-run before downstream segments and activations work again.
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