# Identity resolution rulesets, match rules and reconciliation

*Marketing Cloud Next Consultant Study Guide · Data Modeling, Identity Resolution & Segmentation · Last updated November 6, 2026 · https://www.certifyforce.com/study-guide/marketing-cloud-next-consultant/data-modeling-identity-resolution-and-segmentation/identity-resolution-rulesets-match-rules-and-reconciliation*

How to generate or build rulesets for Marketing Cloud Next, which match rules and methods link sources, how filters and reconciliation differ from matching, and how to read processing cadence, run results and billing guidance.

- Certification: Salesforce Marketing Cloud Next Consultant
- Exam section: Data Modeling, Identity Resolution & Segmentation
- Study guide: https://www.certifyforce.com/study-guide/marketing-cloud-next-consultant

**Official exam objective:**

> Given a business requirement, configure Identity Resolution to link multiple data sources into a unified profile

## What the exam expects

- Generate an Individual ruleset, or build a custom Individual or Account ruleset and select its unified object.
- Add the recommended and party identifier rules that a requirement calls for.
- Pick match logic and match methods, and predict whether two profiles unify.
- Keep records out with ruleset filters, and choose values with reconciliation rules.
- Explain processing cadence and validate results.
- Advise on rulesets per object, per data space and per business unit.

**Key terms.** *Ruleset*: match and reconciliation rules that link sources into unified profiles. *Match rule*: one or more criteria that must all be met. *Match method*: how values are compared. *Reconciliation rule*: how one value is chosen for a single-value unified field. *Consolidation rate*: how far source profiles combined into unified profiles.

## Key facts

| Fact | Detail | Source |
|---|---|---|
| Generated Individual ruleset | Normalized Email, Lead to Contact, Device to Known | [Configure Rulesets](https://help.salesforce.com/s/articleView?id=mktg.mktg_admin_data_identity_resolution.htm&type=5&language=en_US) |
| Create a ruleset | Data Cloud Architect permission set | [Configure Rulesets](https://help.salesforce.com/s/articleView?id=mktg.mktg_admin_data_identity_resolution.htm&type=5&language=en_US) |
| Ruleset ID | Up to four characters; can't be changed | [Create Rulesets](https://help.salesforce.com/s/articleView?id=data.c360_a_identity_resolution_ruleset_create.htm&type=5&language=en_US) |
| Two rulesets for one object | At least one must have a ruleset ID | [Create Rulesets](https://help.salesforce.com/s/articleView?id=data.c360_a_identity_resolution_ruleset_create.htm&type=5&language=en_US) |
| Filter limits | Up to 3 filter groups, up to 3 field conditions per group | [Filter Source Records](https://help.salesforce.com/s/articleView?id=data.c360_a_identity_resolution_filter_records.htm&type=5&language=en_US) |
| Medium precision | Same initials, gender variants, shuffled names, similar subnames | [Match Methods](https://help.salesforce.com/s/articleView?id=data.c360_a_match_rules_criteria_fuzzy_normalized.htm&type=5&language=en_US) |
| Consolidation rate | 1 minus unified individuals divided by source individuals | [Processing Results](https://help.salesforce.com/s/articleView?id=data.c360_a_resolution_summary.htm&type=5&language=en_US) |
| Non-accelerated federated data | Up to 24 hours | [Processing Frequency](https://help.salesforce.com/s/articleView?id=data.c360_a_identity_resolution_processing_frequency.htm&type=5&language=en_US) |

## Check yourself

- Why might accelerated federated data unify sooner than non-accelerated data?
- When does a job show Succeeded with Warnings?
- How many conditions can one ruleset filter hold at most?

## Sources

- [Configure Identity Resolution Rulesets for Marketing Cloud Next](https://help.salesforce.com/s/articleView?id=mktg.mktg_admin_data_identity_resolution.htm&type=5&language=en_US)
- [Identity Resolution Match Rules](https://help.salesforce.com/s/articleView?id=data.c360_a_match_rules.htm&type=5&language=en_US)
- [Identity Resolution Match Methods](https://help.salesforce.com/s/articleView?id=data.c360_a_match_rules_criteria_fuzzy_normalized.htm&type=5&language=en_US)
- [Configure Identity Resolution Match Rules](https://help.salesforce.com/s/articleView?id=data.c360_a_match_rules_configure.htm&type=5&language=en_US)
- [Identity Resolution Reconciliation Rules](https://help.salesforce.com/s/articleView?id=data.c360_a_reconciliation_rules.htm&type=5&language=en_US)
- [Reconciliation Rule Warnings](https://help.salesforce.com/s/articleView?id=data.c360_a_reconciliation_rules_warnings.htm&type=5&language=en_US)
- [Processing Frequency for Identity Resolution](https://help.salesforce.com/s/articleView?id=data.c360_a_identity_resolution_processing_frequency.htm&type=5&language=en_US)
- [Filter Source Records for Identity Resolution](https://help.salesforce.com/s/articleView?id=data.c360_a_identity_resolution_filter_records.htm&type=5&language=en_US)
- [Optimize Identity Resolution by Segregating B2B and B2C Data with Filters](https://help.salesforce.com/s/articleView?id=release-notes.rn_cdp_2026_summer_ir_filters.htm&release=262&type=5&language=en_US)
- [Create Identity Resolution Rulesets](https://help.salesforce.com/s/articleView?id=data.c360_a_identity_resolution_ruleset_create.htm&type=5&language=en_US)
- [Identity Resolution Ruleset Processing Results](https://help.salesforce.com/s/articleView?id=data.c360_a_resolution_summary.htm&type=5&language=en_US)
- [Optimize Identity Resolution](https://help.salesforce.com/s/articleView?id=data.c360_a_identity_resolution_optimize.htm&type=5&language=en_US)
- [Unify Individuals or Accounts Based on Party Identifier](https://help.salesforce.com/s/articleView?id=data.c360_a_identity_resolution_unify_partyidentifier.htm&type=5&language=en_US)
- [Configure Identity Resolution Rulesets for a Business Unit](https://help.salesforce.com/s/articleView?id=mktg.mktg_bu_configure_identity_resolution_rulesets.htm&type=5&language=en_US)
- [Configure Data 360 Components for Marketing Cloud Engagement+](https://help.salesforce.com/s/articleView?id=mktg.mke_configure_data_360.htm&type=5&language=en_US)
- [Advanced Match Criteria Settings](https://help.salesforce.com/s/articleView?id=data.c360_a_match_rules_advanced_settings.htm&type=5&language=en_US)
- [Unify Source Profiles](https://help.salesforce.com/s/articleView?id=data.c360_a_identity_resolution_unify_source_profiles.htm&type=5&language=en_US)
- [Data 360 Standard Permission Sets](https://help.salesforce.com/s/articleView?id=data.c360_a_userpermissions.htm&type=5&language=en_US)

## About the full unit

The "Core concepts", "Exam traps" and "Worked scenario" sections of this unit, its 19 linked practice questions, and unlimited timed mock exams are included with the Marketing Cloud Next Consultant pack (USD $19): https://www.certifyforce.com/practice-exams