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Registration flow

When a user creates an account — through your app, website, or SDK — Masivo saves their profile and starts the loyalty and marketing flows you have configured.

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Data collected at signup

Typical profile fields include name, email, phone, and any custom attributes you send. Anonymous signup is also supported and can be linked to a full profile later.

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What happens next

  1. Profile is stored in your Masivo account (scoped to the account, not a single brand).
  2. A wallet is created for the customer automatically.
  3. Loyalty rules run — Masivo emits a REGISTRATION event that can trigger welcome points, tier assignment, or active campaigns.
  4. Connected destinations receive the profile — only for integrations you enabled (CRM, ad platforms, etc.).
  5. Your webhooks fire — if configured, Masivo notifies your backend with a CUSTOMER_REGISTRATION payload.
  6. Audiences and journeys — identified customers can enter segments in near real time after registration; anonymous users are excluded until they identify themselves (see below).

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Anonymous users

Users can start as anonymous visitors (is_anonymous: true). Masivo assigns placeholder name and email values until identification. While anonymous:
  • Loyalty events (including registration rewards) can still run.
  • Realtime audience evaluation is skipped — they are not added to or removed from segments until identified.
  • Marketing messages that depend on audience membership generally do not apply.
When the user identifies themselves, call the identify anonymous customer endpoint. Masivo merges the profile (and can assign a new customer ID), updates related records, fires a CUSTOMER_ANONYMOUS_TO_REGISTERED webhook, and syncs the updated profile to connected tools. ← Back to overview