Permutive collects highly detailed user data from day one, with an average of 30-40 data points per pageview. In this article I give a detailed list of all the main behaviours Permutive collects, broken out by type. 

Note: See these articles for detail on the data collected on every event, each default event and custom events.

Static Behaviours

These are fixed for each pageview. We collect all these events on a page-level, but some are fixed for the entire session while others change on every pageview.

Fixed for the entire session:

  • Device, Browser, OS
  • Domain
  • Web/ FIA/ AMP traffic
  • Internet Service Provider e.g. EE
  • Location - Post code, City, Country, Province, Continent
  • IP address
  • ISP Organisation e.g. Oxford University
  • Demographic data e.g. Age, Gender, Income, Education**

Change on every pageview:

  • Time
  • Referral URL
  • Page URL
  • Page Title
  • Tags appended to page url e.g. utm tags
  • Page context e.g Editorial section, category, tags, description*
  • Enriched context e.g. IBM Watson data on article taxonomies, sentiment, entities and concepts**
  • Custom page details from your data layer e.g. Product being reviewed, page width, article type*

Dynamic Behaviours

These update during each pageview. We collect all of these events on a page-level, but some are a direct result of user behaviour, whilst others are based on 3rd parties.

Direct result of user behaviour:

  • Actively engaged time
  • Links clicked (destination url)
  • Input into form fields
  • Segments entered
  • Segments exited
  • All current segments the user is in
  • Social shares (when a user shares an article on social media)***
  • Videos viewed (with percentage viewthrough)***
  • Check-out events***


Based on 3rd parties:

  • Advertising data collected from DFP. (Rendered, Viewable, Clicked)
  • Header bidding data collected from prebid.js***

*This data is available if being collected on your account
**This data will come at an additional cost
***This is custom data, please let us know if you're interested in collecting this data.

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