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 and at least one contact detail — 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.
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.