Identity Insights measures the impact of user identifiers (IDs) on advertising outcomes. The insights are powered by the IDs you’ve declared in the Permutive ID Graph. Access Identity Insights by clicking “Identity” in the left-side navigation under the Insights heading. There are three reports available: Slicer, Time-Series, and Domains.

Slicer

The Slicer report provides a health check of your ID Graph. Health is quantified by measuring whether there is a strong ‘match rate’ (i.e. that a high volume of users can be identified as having both of the intersecting IDs in the table). Where match rate is strong, publishers can be assured that tasks requiring ID interoperability will perform well. For example, a strong match between Permutive ID and email_sha256 may indicate that a publisher is well positioned for data collaboration with an advertiser, while a weak match rate may indicate 1) a technical integration error is occurring and requires a fix, 2) your ID collection rate needs improvement. Note that the business use cases will differ depending on the nature of the two intersecting IDs you’re viewing, and cases may exist where a low match rate is the expected behavior to see given the mechanics of how those IDs operate.

Viewing the Slicer

The Slicer is designed as a heat map: darker intersections indicate a strong match rate, while lighter intersections indicate a weak match rate. 

Use the filter inputs above the table to adjust the results: 

Select Identities: You can view 10 IDs on the heatmap at one time. If you have more than 10 IDs declared in the ID Graph, Permutive will select 10 IDs for you by default. In cases where you wish to view an ID in the heatmap that wasn’t selected by default, you can use this dropdown to unselect a default selected ID, freeing up a slot to add in your own selected ID.

Date Range: Choose between Past 7 Days (Default) or Past 30 Days

View Match As (Sum): (Default) The number of users who can be identified as having both of the intersecting IDs in the ID Graph

View Match As (Percentage): Percentage of total users who can be identified as having both of the intersecting IDs in the ID Graph

Export: Downloads a .csv of the heatmap table (inclusive of all IDs available, not limited to the 10 that can be shown in the heatmap at one time)

 

Time Series

In the same spirit as the Slicer report, the Time Series report provides a health check of your ID Graph. While the Slicer report demonstrates the aggregate match rate for a given date range (Past 7 Days or Past 30 Days), the Time Series report indicates the match rate day by day over those date ranges. This day by day view supports the following use cases:

• You’ve just launched a new ID and are seeking to validate that its being collected
• You’ve identified a lower than expected aggregate match rate in the Slicer report, and are seeking to validate whether the cause is a recent dropoff in ID collection
• You may expect that two or more IDs ought to have the same rate of collection but discover a discrepancy, leading to more investigation to fix

Viewing the Time Series

The Time Series is designed as a line graph, where the rate of ID collection is plotted over time from left to right. You can hover over the line graph to view an individual IDs collection count for a given day. 

Use the filter inputs above the table to adjust the results: 

Select Identities: You can view 10 IDs on the line graph at one time. If you have more than 10 IDs declared in the Permutive ID Graph, Permutive will select 10 IDs for you by default. In cases where you wish to view an ID in the heatmap that wasn’t selected by default, you can use this dropdown to unselect a default selected ID, freeing up a slot to add in your own selected ID.

Date Range: Choose between Past 7 Days (Default) or Past 30 Days

Export: Downloads a .csv of the Time Series datatable (inclusive of all IDs available in the ID Graph, not limited to the 10 IDs that can be shown in the line graph at one time)

 

Domains

For publishers that operate Permutive on multiple domains, the Domains report indicates the volume of cross-domain journeys users are making in their media portfolio. 

Viewing the Domains report

The Domains report is designed as a heat map: darker intersections indicate a high number of cross-domain user journeys, while lighter intersections indicate a low number.

Use the filter inputs above the table to adjust the results: 

Select Domains: You can view 10 domains on the heatmap at one time. If you have more than 10 domains declared in Permutive, Permutive will select 10 domains for you by default. In cases where you wish to view a domain in the heatmap that wasn’t selected by default, you can use this dropdown to unselect a default selected ID, freeing up a slot to add in your own selected domain.

View Match As (Sum): (Default) The number of users who can be identified as having visited both of the intersecting domains

View Match As (Percentage): Percentage of total users who can be identified as having visited both of the intersecting domains

Date Range: The range is fixed to the previous month

Export: Downloads a .csv of the heatmap table (inclusive of all IDs available in the ID Graph, not limited to the 10 IDs that can be shown in the heatmap at one time)

 

Future Development

Identity Insights features will continue to evolve over time, including the ability to measure the revenue impact of activating an ID in the programmatic bidstream. Please share your feedback with us on these existing capabilities and any additional capabilities you’d like us to consider in the product roadmap.  Please know that currently, you need the role of "Workspace Admin" to access this page within the dashboard.