Using an IP address as a userToken is not recommended. While an IP-based token is technically valid and will pass the checks on whether userTokens are being sent at query time, it does not reliably represent an individual user. This can lead to inaccurate or inconsistent user profiles, reducing the effectiveness of Personalization.
IP addresses often change or are shared if many users use the same network, which means the user profile associated with that userToken may not belong to a single user. For example:
- Users on VPNs or privacy tools may appear under different IPs
- Many ISPs assign dynamic IP addresses that rotate regularly
- Public or shared networks can group unrelated users under the same IP
- Multiple people in the same household or business may share one external IP
Because of these inconsistencies, affinities collected under an IP-based token can be diluted, mixed between users, or lost entirely when the IP changes.
We recommend assigning a stable, unique userToken per user. This ensures that Personalization can build an accurate profile over time and deliver consistent, meaningful results.
For a full list of common userToken issues, troubleshooting topics and best practices, see our summary article here.