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The Challenge: Fragmented Customer Data

Your customers interact with you across many channels: your website, your app, your sales team. Each interaction generates a different identifier: a Stripe ID, an anonymous visitor ID, a user profile ID. This creates a scattered, incomplete picture of your customer. It’s impossible to see their full journey, which makes it hard to answer critical business questions:
  • How many unique customers do we really have?
  • Which marketing channels bring in our most valuable customers?
  • What’s the true ROI of our sales activities?
Aero unifies these identifiers into a single, persistent identifier called the Aero Customer ID. Multiple source IDs
  • Unified view of a single user across multiple systems.*

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The Aero ID Graph: Your Single Source of Truth

We create this unified ID using a sophisticated ID Stitching process. It intelligently links all the disparate identifiers that belong to the same person, giving you a single, comprehensive view of their journey. The result is a clean, unified graph of your customers. With the Aero Customer ID, you can analyze behavior across your entire business.
The key to using the ID Graph is the AERO_DB.ANALYTICS.OVERRIDDEN_ID_GRAPH table. This table maps every source ID (we call this a node) to its unified AERO_USER_ID.SQL Join Diagram Caption: Join any table with a user identifier against the ID Graph to get the unified AERO_USER_ID.Here’s how to enrich your data with the Aero Customer ID. If you have a table your_table with a user identifier your_user_id, you can run this query:
SELECT
    id_map.AERO_USER_ID,
    your_data.*
FROM
    your_table AS your_data
LEFT JOIN
    AERO_DB.ANALYTICS.OVERRIDDEN_ID_GRAPH AS id_map
    ON your_data.your_user_id = id_map.NODE
With this simple join, you can now analyze user behavior across any of your tables.
Let’s say you want to calculate your sales win rate: how many demos lead to a closed deal?A common mistake is to count a source-specific ID, like a customer_id from one of your systems. This will over-count your users, because one account can have multiple customer_id values.The correct approach is to always count distinct AERO_USER_IDs from the ID graph - e.g. how many true, deduped users have demoedIncorrect Query:
-- This query counts a source ID.
-- It will inflate your demo count and give you an inaccurate win rate.
SELECT COUNT(*)
FROM demos_table;
Corrected Query:
-- By joining with the ID Graph, we count unique people.
-- This gives you a true picture of your funnel performance.
SELECT
    COUNT(DISTINCT id_map.AERO_USER_ID)
FROM
    demos_table
LEFT JOIN
    AERO_DB.ANALYTICS.OVERRIDDEN_ID_GRAPH AS id_map
    ON demos_table.customer_id = id_map.NODE;

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From Data to Decisions: Answering Your Biggest Questions

By connecting every customer touchpoint, the ID Graph helps you move beyond simple metrics and answer the complex questions that drive growth.
  • Sales Effectiveness: What are my salespeople really spending their time on? Are their activities leading to revenue?
  • Churn Analysis: Which users are at risk of churning, and what patterns or touchpoints predict customer loss?
  • Channel ROI: Which marketing channels don’t just bring in leads, but drive the most wins and highest lifetime value?
  • Full-Funnel Attribution: Can we draw a straight line from a specific marketing campaign to the revenue generated by an SDR?
The Aero ID Graph is especially powerful for businesses with long sales cycles, significant marketing spend, or product-led growth models where understanding the full user journey is critical.

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Key Takeaways

  • The Aero ID Graph unifies fragmented customer data into a single customer view.
  • Use the AERO_USER_ID for all your user-level analysis to ensure accuracy.
  • An accurate ID graph is the foundation for answering your most important business questions about sales, marketing, and product.