Getting insights to the profiles consolidated in your CDP is a great tool for knowing the power and reach of your personalization campaigns initiated out of your CDP data.
In the Profile Unification Analytics overview you can see:
- Total number of profiles consolidated in the CDP - both identified and anonymous
- Growth of profiles and person identifiers over time
- How your identifiers overlap
🔍NOTE: What is the difference between Profiles and Person Identifiers?
A profile is a consolidation of multiple person identifiers. When data is ingested into the CDP it is identified by one or more person identifiers. Raptors profile unification engine will determine whether to attach the data to an existing profile or create a new profile. Read more about profile unification here.
Overview of the metrics
In the top left corner you will see the total number of profiles currently in the CDP. You can also see how many new profiles were added the last 7 days and the last 30 days.
We differentiate between identified profiles and anonymous profiles, which is why you can see the number of identified profiles separately. A profile consisting of a cookie ID only is considered anonymous. An anonymous profile is indeed useful for product recommendations and targeting of Merchandising campaigns, and it will be part of your audiences. You will, however, not be able to target anonymous profiles in your email marketing campaigns or in campaigns on social media.
In the top right corner you will see how many of your identifiers overlap. This means that you can see how many of your profiles have e.g. both an e-mail address and a phone number, which is important when optimizing your audience match rate in Meta and Google. It will also give you an impression of where you lack data. The green bar to the right will show you how many profiles have all of the selected person identifiers. Use this to evaluate the potential of creating activations with multiple identifiers (e.g. on Meta and Google).
In the graph at the bottom, you will see the growth over time. You can go back 6 months, 12 months or the entire time since creation of the CDP (earliest date is June 1st 2024). You can toggle your different identifiers on and off, and you can see the development of your total profiles and identified profiles.
FAQ
Q: My CDP was established long time ago - why can't I see the growth of my profiles and identifiers since then in the growth graph?
A: Collection of data started on June 1st 2024. Historical data before that date is not available.
Q: How often are the numbers of the profile unification analytics updated?
A: Numbers are updated once a day. If you are importing a batch of customers through the Data Manager today, it will be apparent on the analytics page tomorrow.