What Is a Household in Fullpath?
A household is a group of shopper profiles that the system has determined are likely members of the same family unit — sharing a last name but different first name — but who are not the same individual. Rather than merging them into a single record, Fullpath links them under a shared household group while keeping each profile distinct and including Household merge tags.
Every shopper in the system carries a household shopper ID; When a shopper has no household connection, this value points to themselves. When two or more shoppers are grouped into a household, they all share the same Household Shopper ID pointing to the primary profile in the group.
The Household Tag
When a shopper belongs to a household group, a Household tag appears on their CDP Shopper Page.
- The tag links to the other members of the household group, so you can navigate between related profiles.
- The tag is applied automatically by the system when the household grouping is created or updated. It does not require manual action.
How Households Are Created
The system creates a household when it detects two shoppers who share a last name and at least one contact detail (email, phone) but have different first names, indicating they are likely different people in the same family.
When this condition is met:
- Both shoppers are assigned the same household shopper ID (and remain as separate records)
- Neither profile is merged into the other — each retains its own contact information, behavioral history, email address, and phone number
- Campaigns and suppression logic (unsubscribes, opt-outs) continue to apply at the individual level
When Household Members Are Merged
In some cases, two household members will be fully merged into a single profile. This happens when the system identifies a strong enough signal that the two records represent the same person rather than different family members. The merge triggers that apply within a household group are the same rules covered in the Identity Resolution article — shared email, shared phone, shared vehicle purchase, matching name and address, and so on.
When a household merge occurs:
- the secondary profile is collapsed into the primary
- the Household tag remains visible on the merged profile (and continues to reflect the full household group)
Household Unmerge
If two profiles within a household should not be merged — for example, because the system merged them based on a shared contact detail that actually belongs to different people — the merge can be reverted.
When an unmerge is initiated:
- The shared contact detail that drove the merge is flagged so it no longer triggers a future merge between those two profiles.
- Each shopper is restored to their own independent record.
- The system re-evaluates the remaining household group and re-runs merge logic to ensure the rest of the household is processed correctly.
Once two profiles are unmerged, the system will not re-merge them based on the same signal. The Household tag on each profile is updated to reflect the revised grouping.
What You'll See on a Household Profile
On any shopper profile with a Household tag, the CDP Shopper Page will display:
- The Household tag, linking to related profiles in the household group.
- Each member's own contact details, activity timeline, and behavioral history — not a pooled or combined view.
- If two household members were tied to the same vehicle sale, the sale appears on the CRM customer's profile. Finance details reflect the DMS name and information for that transaction.