how does oktopost and Sugar Market match social behavior and a lead/contact?

Hello,

If my understanding of how the integration between Sugar Market and Oktopost works, a marketing team can post a campaign on Linkedin and see if a known contact/lead has clicked on a post or reached a landing page.

My question is : how do Sugar Market match a known lead/contact with this behavior? Is it based on the email address, which means that this latter needs to be the same between social networks and the CRM one?

Thanks

Jean-Philippe