> ## Documentation Index
> Fetch the complete documentation index at: https://www.algolia.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Real-time personalization and historical personalization

> Compare real-time and historical personalization, and learn which approach fits new visitors and which fits returning users.

Modern personalization blends historical data with real-time signals.
Together, they create smart experiences that:

* Learn each user's preferences over time
* React to a user's intent right away
* Give relevant results right away
* Improve as users keep using it

## Two complementary approaches

Combining historical and real-time personalization changes search from a static tool to a dynamic system.
This system drives engagement and conversion at every stage of the user journey.

### Historical personalization

Historical personalization identifies patterns in user behavior across sessions.
It uses these patterns to adapt search results for returning users.

**Key characteristics:**

* Creates lasting user profiles from long-term behavior
* Shows known preferences and interests
* Gets more useful as users return and add data
* Predicts search results based on historical patterns

**Best for:** returning users with past interaction history

**Example:** an ecommerce platform shows products like those a user bought in past months.
This reflects the user's consistent style.

### Real-time personalization

Real-time personalization responds to signals from the current session.
It can personalize results for users without previous interaction history.

**Key characteristics:**

* Looks at behavior in the current session only
* Adapts search results based on recent actions
* Works for first-time visitors with no previous history
* Responds quickly to shifting user intent

**Best for:** all users, including first-time visitors

**Example:** a content website updates search results based on topics viewed in the last few minutes.
This works even for first-time visitors.

## Strategic comparison

| Aspect                    | Historical personalization             | Real-time personalization                 |
| ------------------------- | -------------------------------------- | ----------------------------------------- |
| **User coverage**         | Returning users with history           | All users, including first-time visitors  |
| **Data timeline**         | Hours or days of interaction           | Seconds or minutes within current session |
| **User identification**   | Needs a way to identify users          | Works without identifying users           |
| **Response to change**    | Adapts over time as preferences change | Responds right away to current needs      |
| **Personalization depth** | Rich, based on past patterns           | Focused on the current context and intent |

<Note>
  Real-time personalization applies to new users.
  Historical personalization applies to returning users.
</Note>

## Maximize impact through combined approaches

The best personalization strategies use both approaches:

* **Use real-time personalization** to give instant value to all users
* **Layer historical personalization** for returning users to deepen relevance
* **Create one experience** that bridges separate sessions
* **Balance the current context** with long-term user understanding

Using both approaches, you build one strategy.
It serves users at every stage of their relationship with your platform.

## How Advanced Personalization combines both approaches

By default, Advanced Personalization supports historical personalization.
[Activate real-time personalization](/doc/guides/personalization/advanced-personalization/configure/setup/enable-real-time-personalization)
to complement it.