Overview
Identity Insights provides analytics dashboards that visualize your identity graph and help you understand how first-party and third-party identifiers are performing against each other. The product features three main dashboard components that enable you to analyze identity data overlap, monitor data ingestion patterns, and assess cross-domain user stitching effectiveness. Identity Insights is available to all publisher accounts and is primarily used as a debugging tool to understand the scale of identifiers, their relationships, and to troubleshoot identity data collection issues.Why Use Identity Insights?
Visualize Identity Graph Performance — Understand how different identity vendors are performing, from a scale perspective, relative to each other through overlap analysis. Debug Identity Data Collection — Monitor daily volume patterns to identify and troubleshoot drops in identity data collection. Assess Cross-Domain User Stitching — Evaluate how successful your user stitching is across different domains.Concepts
Definitions
- Identity Graph: A collection of identifiers (IDs) that Permutive uses to recognize and link users across sessions and domains.
- Identifier (ID): A unique identifier type that can be collected and stored in your identity graph (e.g., AppNexus ID, RampID, UID2, hashed email).
- Identity Overlap: The percentage of users (Permutive IDs) who have both of two different identifiers, showing how identifiers relate to each other.
- Identity Data Ingestion: The process of collecting and storing identity data from your site or app. This process can be done via Connectivity Imports and/or the
/identifyendpoint. - Domain Overlap: The percentage of users who appear on multiple domains within your organization, indicating cross-domain identity resolution success.
Workflows
Viewing Identity Overlap
The Slicer tab displays overlap between different identifier types in a pivot table format. This helps you understand which identifiers are commonly found together and assess the scale of your identity graph. The table shows both percentage overlap and absolute values, allowing you to identify relationships between different identity vendors.Monitoring Identity Data Ingestion
The Time Series tab displays identity data ingestion per day over a 7-day or 30-day period. This workflow helps you monitor the health of your identity data collection and identify any drops in data ingestion that might indicate integration issues or vendor problems.Analyzing Cross-Domain User Overlap
The Domains view shows user overlap across different domains in your organization. This helps you assess the overlap of users across domains, which is important for cross-domain audience targeting and measurement.Guides
Step-by-step instructions for working with Identity Insights.Accessing Identity Insights
Guide for accessing Identity Insights in the Permutive dashboard and navigating the three main tabs
Understanding Identity Overlap
Guide for interpreting the Slicer tab pivot table, including how to read overlap percentages and identify relationships between identifiers
Monitoring Data Ingestion
Guide for using the Ingestion tab to monitor daily data collection, identify drops in ingestion, and troubleshoot data collection issues
Analyzing Domain Overlap
Guide for interpreting domain overlap metrics and assessing cross-domain user stitching effectiveness
Troubleshooting
Unexpected identifiers appearing in Identity Insights
Unexpected identifiers appearing in Identity Insights
There are a few reasons why an unexpected identifier might appear in your Identity Insights reports:
- You stopped sending the identifier to Permutive, but it’s still on the Identity Graph allow-list (Settings > Identifiers). In these cases, you might see a small amount of data (10s of users) associated with the identifier. This can happen because of old, cached information on some users’ devices.
- The identifier is related to an integration you’re using, but you might not recognize it. For example, an identifier like ‘ddp’ supports an integration between Permutive and Google’s DSP (DV360), but it may not be clear from the identifier name itself that it’s supporting an important function for your business.
Data ingestion drop detected
Data ingestion drop detected
If you notice a drop in data ingestion in the Time Series tab, this could indicate an issue with identity data collection.Solution:
- Check the Time Series tab to identify when the drop occurred
- Review any recent changes to your site or app that might affect identity collection
- Verify that identity vendors are still properly integrated
- Contact Support if the drop persists or if you need assistance identifying the cause
Domain overlap not updating
Domain overlap not updating
Domain overlap is calculated once per month on the first of the month due to query cost considerations. Custom date ranges are not supported for this view.Solution: Wait until the first of the next month for updated domain overlap data. The view will automatically refresh with new data points at the beginning of each month.
Pivot table orientation is confusing
Pivot table orientation is confusing
The Slicer tab pivot table reads top-to-bottom rather than left-to-right, which can be counter-intuitive for some users.Solution: Read the table by looking at the top row identifier first, then reading down the column to see overlap percentages with other identifiers. For example, if AppNexus is in the top row, reading down shows what percentage of users with each identifier also have AppNexus.
Environment Compatibility
Core Product
| Functionality | Web | iOS | Android | CTV | API Direct |
|---|---|---|---|---|---|
| Identity Insights Dashboard | Yes | Yes | Yes | Yes | Yes |
Dependencies
| Dependency | Required | Description |
|---|---|---|
| Permutive SDK | ✓ | Required to collect identity data that powers Identity Insights reports. |
| Identity Graph | ✓ | Identity Insights analyzes data from your Identity Graph, so you must have identifiers configured and collecting data. |
| Workspace Access | ✓ | You must have access to a Permutive workspace to view Identity Insights dashboards. |
Limits
Feature Limits
| Feature | Description | Limit |
|---|---|---|
| Date Range Selection | Available date ranges for Ingestion tab | 7 days or 30 days only |
| Domain Overlap Refresh | Frequency of domain overlap data updates | Once per month (on the 1st of each month) |
| Identifier Overlap Analysis | Number of identifiers that can be analyzed simultaneously | Up to 10 identifiers |
Performance Limits
| Metric | Description | Limit |
|---|---|---|
| Query Execution Time | Time for Identity Insights queries to complete | A few seconds |
| Data Processing Window | Time window for data to appear in reports | Past 7 days and Past 30 days |
Usage Limits
| SKU | Description | Limit |
|---|---|---|
| Identity Insights | Access to Identity Insights dashboards | Available to all publisher accounts |
FAQ
How often is Identity Insights data updated?
How often is Identity Insights data updated?
Identity overlap (Slicer tab) and time series data are updated daily. Domain overlap is calculated once per month on the first of the month and cannot be customized to different date ranges.
Can I customize the date range for domain overlap?
Can I customize the date range for domain overlap?
No, custom date ranges are not supported. See Troubleshooting above for details on the domain overlap update schedule.
Why do I see identifiers I don't recognize?
Why do I see identifiers I don't recognize?
This is a common situation with a few possible causes. See Troubleshooting above for a full explanation and steps to resolve this.
How do I read the pivot table in the Slicer tab?
How do I read the pivot table in the Slicer tab?
The pivot table reads top-to-bottom. Start with the identifier in the top row, then read down the column to see what percentage of users with each identifier also have the top-row identifier. You can also view absolute values by selecting the sum view option.
What should I do if I see a drop in data ingestion?
What should I do if I see a drop in data ingestion?
Use the Ingestion tab to identify when the drop occurred, then review recent changes to your site or app. Check that identity vendors are still properly integrated. If the issue persists, contact Support for assistance.
Is Identity Insights available for all customers?
Is Identity Insights available for all customers?
Yes, Identity Insights is available to all publisher accounts. It was made generally available (GA) in August 2024.
Changelog
2024
August 2024- Identity Insights made generally available (GA) to all publisher accounts
- Identity Insights (Beta) released with three main dashboard components: Slicer tab, Ingestion tab, and Domain Overlap view
For detailed changelog information, visit our Changelog.