> ## Documentation Index
> Fetch the complete documentation index at: https://docs.masivo.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# User data flows

> How Masivo collects customer data from your app and what it is used for

# User data flows

These diagrams show the **main paths for customer data** in Masivo: what you collect when someone uses your app, how it is stored, and how it powers loyalty, marketing, and reporting.

<Note>
  Product-level flow maps. For API details, see the [CDP guides](/guides/CDP/overview) and [API reference](/api-reference).
</Note>

## Overview

<Frame caption="From app signup to loyalty, marketing, and destinations">
  ```mermaid theme={null}
  %%{init: {
    "theme": "base",
    "themeVariables": {
      "primaryColor": "#050509",
      "primaryTextColor": "#e5e4e7",
      "primaryBorderColor": "#c084fc",
      "secondaryColor": "#050509",
      "secondaryTextColor": "#e5e4e7",
      "secondaryBorderColor": "#c084fc",
      "tertiaryColor": "#050509",
      "tertiaryTextColor": "#e5e4e7",
      "tertiaryBorderColor": "#c084fc",
      "clusterBkg": "#08080e",
      "clusterBorder": "#c084fc",
      "fontSize": "16px",
      "fontFamily": "inherit",
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    },
    "flowchart": {
      "htmlLabels": true,
      "curve": "basis",
      "padding": 20,
      "nodeSpacing": 48,
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    }
  }}%%
  flowchart TB
    subgraph collect["1. Collect"]
      direction LR
      REG["Signup & profile"]
      ACT["Purchases & events"]
      CDP["CDP contacts"]
      CONS["Consent preferences"]
    end

    subgraph store["2. Store"]
      PROF["Customer profile<br/>+ CDP contacts"]
    end

    subgraph use["3. Use in Masivo"]
      direction LR
      LOY["Loyalty & rewards"]
      SEG["Audiences & journeys"]
      ANA["Dashboard analytics"]
    end

    subgraph share["4. Share (when you connect tools)"]
      direction LR
      MSG["Email, push, WhatsApp & in-app"]
      ADS["Ad platforms"]
      EXT["CRM, warehouse & webhooks"]
      HOOK["Webhooks to your app"]
    end

    REG --> PROF
    ACT --> PROF
    CDP --> PROF
    CONS --> PROF
    PROF --> LOY
    PROF --> SEG
    PROF --> ANA
    SEG --> MSG
    SEG --> ADS
    PROF --> EXT
    PROF --> HOOK
  ```
</Frame>

## Customers and contacts

Masivo stores user data in two related layers:

* **Customers** — loyalty and marketing profile: wallet, tier, metrics, consent, devices, and audience membership. Created via registration or imports.
* **Contacts** — CDP touchpoints unified under a shared `persona_id` through [identity resolution](/guides/CDP/unify/overview). Used for cross-channel unification; see [Customers & contacts](/guides/CDP/customers).

Most loyalty and automation flows run on **customers**. Contacts are an additional ingestion path when you use the CDP.

## What data enters Masivo

| Source            | Examples                                                                 |
| ----------------- | ------------------------------------------------------------------------ |
| Registration      | Name, email, phone, optional profile fields                              |
| Activity          | Purchases, custom events, and tracking events from your app or site      |
| CDP contacts      | Email, phone, document, or external ID touchpoints                       |
| Consent           | Marketing and ad preferences (when you collect them)                     |
| Devices           | Push notification tokens from mobile apps                                |
| Imports           | Audience lists or historical profiles you upload                         |
| Connected sources | Conversion or behavioral data from integrations you configure as sources |

## What Masivo does with it

| Use             | Outcome for your business                                                     |
| --------------- | ----------------------------------------------------------------------------- |
| Loyalty         | Points, tiers, campaigns, and rewards                                         |
| Segmentation    | Dynamic audiences based on behavior and profile                               |
| Journeys        | Automated email, push, WhatsApp, or in-app messages when rules match          |
| Reporting       | Performance metrics in the dashboard                                          |
| Connected tools | Sync to Meta, Google, Braze, your warehouse, and more                         |
| Webhooks        | Real-time notifications to your backend (registration, rewards, tier changes) |

## Flow diagrams

| Diagram                                                            | What it covers                                     |
| ------------------------------------------------------------------ | -------------------------------------------------- |
| [Registration](/resources/data-architecture/registration)          | What happens when a user signs up                  |
| [Activity & events](/resources/data-architecture/activity)         | What happens when a user buys or triggers an event |
| [Marketing & destinations](/resources/data-architecture/marketing) | Audiences, journeys, messages, and external sync   |
| [Privacy & consent](/resources/data-architecture/privacy)          | How consent controls sharing and deletion          |

## Related guides

* [CDP overview](/guides/CDP/overview)
* [Customers & contacts](/guides/CDP/customers)
* [Create audiences](/guides/create-audiences)
* [Integrations](/guides/CDP/integrations)