> ## 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.

# Registration flow

> What happens to customer data when someone registers in your app

# 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.

<Frame caption="New user registration">
  ```mermaid actions={true} theme={null}
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    "themeVariables": {
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  sequenceDiagram
    participant User as User
    participant Masivo as Masivo
    participant Loyalty as Loyalty
    participant Tools as Tools
    participant App as Your backend

    User->>Masivo: Sign up
    Masivo->>Masivo: Save profile & wallet
    Masivo->>Loyalty: REGISTRATION event
    Masivo->>Tools: Sync profile
    Masivo->>App: CUSTOMER_REGISTRATION webhook
    Masivo-->>User: Account ready
  ```
</Frame>

## 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.

## 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).

## 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](/api-reference/customers/\[id]/identify/anonymous/patch) 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.

## Related guides

* [Register a customer](/api-reference/guides/register-a-customer)
* [Customers & contacts](/guides/CDP/customers)

[← Back to overview](/resources/data-architecture)