Frequently Asked Questions
General Knowledge
How does the Untitled ID Tag work?
The Untitled ID Tag works by matching anonymous data signals from website visitors to known profiles in our Identity Graph to help determine identity.
When a visitor lands on your site, we collect non-PII identifiers from their browser and session. These signals are then matched, through secure processes, against our Identity Graph to enrich the record with additional attributes such as contact information, professional details, and demographic insights.
Our Identity Graph is built from a combination of real-time signals, online and offline data sources, and first- and third-party data partnerships. It consists of 300+ million unique person-level records, each with hundreds of deterministically associated attributes.
What is an Identity Graph?
An identity graph is a structured dataset that maps relationships between different identifiers and attributes associated with an individual. It connects signals such as devices, emails, and behavioral data to a single profile, enabling a more complete and unified view of a person.
Within Untitled, our Identity Graph is built from a combination of first- and third-party data sources, provider partnerships, and consented data inputs. It primarily covers U.S. adults and includes attributes such as contact information, demographic and firmographic details, and other relevant signals.
These signals can include identifiers like hashed email addresses, device IDs, mobile advertising IDs (MAIDs), IP addresses, and other digital touchpoints. By linking these identifiers together, the Identity Graph allows us to match anonymous website activity to known profiles in a controlled and deterministic way.
This is what enables the platform to help identify and enrich your website visitors for downstream audience building and activation.
How often is the visitor data updated in Untitled?
Visitor data is updated hourly in your Untitled account.
Can visitor data integrate with existing first-party data?
Visitor data can be appended and enrich existing first-party data sources (Shopify, Klaviyo, Hubspot, Salesforce, etc.) to further enrich customer profiles with additional attributes.
Is the Untitled ID Tag able to be set up or placed to only resolve visitors on certain pages?
Yes, the Untitled ID Tag can be set up or placed to only fire on certain pages of a website.
What can the resolved visitor data be used for?
Resolved visitor data can be used across a range of marketing, analytics, and operational use cases, both within your organization and across your activation channels.
Common use cases include email marketing, digital advertising, direct mail campaigns, audience building, customer profile enrichment, and internal analytics. Many clients also use the data to improve targeting, personalize messaging, and better understand customer behavior across channels.
All use of this data should align with your privacy policy, disclosed data practices, and applicable regulations.
What geographic regions does the Identity Graph for the tag pull from?
The Untitled ID Tag exclusively resolves website visitors located in the United States.
How can agencies view tag data for multiple clients?
Agencies using the Untitled ID Tag across multiple clients can access results directly within the Untitled platform, with data segmented on a per-tag basis.
Each client’s tag is logically isolated, allowing you to view, analyze, and activate data independently for each account. This ensures clear separation of client data while still enabling centralized access and management within a single login.
On the backend, data is stored in separate environments to maintain proper data isolation and integrity across clients.
Do you work with all types of companies?
We work with a wide range of businesses across both product and service categories. Our clients range from single-person companies to large enterprises, as well as agencies supporting their own end clients.
That said, there are certain industries we do NOT support with our product due to compliance and regulatory considerations. These include, but are not limited to:
Healthcare and medical-related services
Financial hardship or credit-related services
Addiction and recovery services
Victim support and advocacy organizations
Adult content and products
Weapons, ammunition, and explosives
Gambling and betting
Personal tragedy or hardship-related services
If you are unsure whether your business falls into a restricted category, please contact us at [email protected] before starting a trial. These categories are subject to stricter compliance standards, and we will need to review your use case before approving implementation of the Untitled ID Tag.
Data Landscape and Privacy
Is the Untitled ID Tag compliant in the USA?
Yes, when implemented correctly. The Untitled ID Tag is designed to operate within applicable U.S. data privacy frameworks and is built around a first-party and second-party data model. This means the data originates from a direct interaction between a visitor and your website, rather than third-party tracking across sites.
However, compliance is not automatic. It depends on how you configure and use the tag within your broader privacy and consent framework. To remain compliant, you should:
Clearly disclose data collection and usage practices in your website’s privacy policy, including marketing use cases
Implement a consent management platform (CMP) that allows users to opt out of non-essential data collection
Honor user preferences and opt-out signals in accordance with applicable laws and standards
Avoid misrepresenting how data is collected, processed, or activated
For a more detailed overview of how consent and compliance should be handled, please review our Privacy and Consent Management article.
Is the Untitled ID Tag GDPR compliant?
Yes - the Untitled ID Tag services does not collect or store any data from individuals in the EU. Only within the United States/for U.S.-based contacts.
Is any personally-identifiable information (PII) transmitted to 3rd-parties?
No. We do not transmit any PII to third parties in order to resolve your website visitors. Instead, we leverage joint first-party data through a consent-based framework, collecting information from the visitor’s browser and matching those signals against second- and third-party data sources through out-of-band or offline processes.
If you have any questions about how this works, or would like to confirm compliance before enabling the ID Tag feature, feel free to reach out. We’re happy to help.
Are visitors captured even if they don’t hit “Accept All” to my consent policy?
Whether a visitor is captured depends on how your consent management platform (CMP) is configured and implemented on your website. For clarity, a "Cookie Consent Banner" is the user-facing feature of a CMP.
In the United States (an “opt-out” jurisdiction), many CMPs allow tags to fire by default unless a user explicitly rejects non-essential cookies. This means a visitor may be included if they continue browsing without interacting with the consent banner, depending on your CMP’s settings. However, some CMPs provide more granular controls, allowing users to selectively disable certain categories of cookies, which can impact whether data is collected.
Ultimately, capture behavior is determined by how your consent framework is set up and whether it accurately enforces the user’s preferences. Untitled’s tag will follow the consent signal provided by your CMP and will not fire where a user has explicitly opted out of applicable data collection.
For a more detailed overview, we recommend reviewing our Privacy and Consent Management article, which covers implementation considerations and consent handling in greater depth.
Why would someone who accepted my Cookie policy NOT be resolved?
Even with consent, not every visitor can be resolved. Common reasons include:
Not in our dataset: The individual may not exist in our data.
Geography: We exclusively resolve U.S.-based visitors only.
Age: Our data covers individuals 18 and older.
Insufficient signal: We require high-confidence, deterministic matches. If signals are weak or conflicting, we will not resolve the visitor.
Browser limitations: Resolution is strongest on Chrome; other browsers may have lower match rates.
Private browsing: Incognito or similar modes reduce the ability to resolve users.
VPNs or proxies: These can obscure device signals and prevent accurate matching.
If you have questions about specific edge-cases, your Customer Success Manager can help review.
If a website visitor opts out of the cookie policy, will their visit to the site still be tracked in other tools such as Google Analytics?
Whether a visitor's site visit is tracked in tools like Google Analytics after opting out of the cookie policy depends on your cookie consent tool settings. In the U.S., you can inform visitors about the use of cookies for marketing and tracking, and allow them to opt in or out. Tools like Osana and CookieYes offer options to customize this.
Can I email my website visitors, even if they didn’t ask to be contacted?
Yes, with conditions. You can email your website visitors, but you must comply with the requirements of the CAN-SPAM Act. This includes (but is not limited to) providing clear identification of the sender, an accurate subject line, a physical mailing address, and a clear, functioning opt-out mechanism in every message. Recipients must be able to unsubscribe easily, and those requests must be honored promptly.
We also encourage users to conduct their own research to develop a more complete understanding of CAN-SPAM requirements and how they apply to their specific use case.
Can I text my website visitors?
Having a phone number in Untitled does not constitute consent for SMS messaging. Under the Telephone Consumer Protection Act (TCPA), SMS requires a higher standard of consent than most other marketing channels. This includes explicit opt-in requirements and compliance with restrictions such as “quiet hours” (generally 9 PM–8 AM in the recipient’s local time zone).
SMS consent must be collected and managed deliberately, and requirements can vary by state. If you are already using platforms like Klaviyo or Mailchimp, their built-in SMS tools and consent workflows are often the most straightforward way to stay compliant. Alternatively, you can implement third-party consent management solutions on your website to capture and store proper opt-ins.
Additional Resources:
What does the JavaScript code send Untitled?
IP Address, Time Stamp, Cookies, Browser Specifications, and the referring URL.
Data Management
How do returning visitors work?
When a visitor returns to the site, the Visitor Table will not show duplicate resolutions for that person within the selected date range. Instead, it displays only that visitor’s most recent session during the period, including when page path filters are applied.
If you are accessing the raw data through the database connection, you may see duplicates, even within a single day. That is because the raw dataset captures every session and page visit, not just the most recent one. This more detailed session-level data is available through the provisioned database resource.
We are also preparing additional UI features that will make it easier to distinguish new versus returning visitors over custom time periods, with added filtering and reporting for metrics such as page hits and session duration.
How often are resolutions updated in my Untitled Database?
We receive resolution feeds in hourly intervals, which are then distributed directly into your Untitled account. If you ever encounter a data lapse outage lasting two hours or more on business days, or 24 hours or more on weekends, we encourage you to reach out to your dedicated Customer Support Manager for prompt assistance.
How long does a session need to be in order to be captured in Untitled?
There is no minimum session length requirement. The Untitled ID Tag fires as soon as the page loads, similar to Google Analytics or the Facebook Pixel.
A visitor may have multiple sessions in a single day, but a resolution is only counted once per day. All resolved page views and sessions are still captured in the raw data and are available through the database connection, including page-level activity for each visit.
When integrating a first-party source to Untitled, what is the process for both the initial historical sync and the ongoing syncs?
When connecting a first-party source, the initial sync involves the transfer of historical data and matching it to your Resolutions Table. The standard timeframe for the initial sync typically takes up to 24 hours to complete, however, duration may vary based on the size of the dataset. In rare cases, the full back-sync could take multiple days, especially if the historical data is extensive.
To kickstart the initial sync, visit the Library Page in your Untitled account and follow the connection steps. If you have further questions regarding connecting sources and their specific use cases within our product, we recommend checking out our case studies on the website or reaching out to your dedicated Customer Success Manager.
Use Cases & Best Practices
What sort of bounce rates are expected with Untitled ID x Email marketing?
Bounce rates are inherent with any person-level data-set, but can vary based on the following reasons:
How you choose to segment your Untitled ID data, based upon recency of visitor date/time window and your ICP filtering inputs
The recency within the look-back window on the "Email Last Seen" column, and
Specific requirements for the Email Sending System being utilized.
The "Email Last Seen" field is a unix timestamp indicating the last event date for when we received a first-party signal validation on the record. To clarify, an example would be only sending to records where “Email Last Seen” includes event dates within the past 120 days. Generally speaking, the sooner the signal occurrence, the more likely the email address is active.
It's important to clarify that emails without a value in the "Email Last Seen" column are not "invalid" by default. A vast majority are good emails and likely have been validated through third-party mechanisms. Nonetheless, we'll only include a “Last Seen” timestamp for an email address record where we have first-party signal validation given we can verify these events by tracing through our own data set.
We provide this information to inform your best decisive judgements of which resolution records you choose to email. However, none of these recommendations should cause you to deviate from also (and more importantly) strictly adhering to industry-wide privacy and legal standards. This is inclusive of the new Google and Klaviyo sender requirements as well as a strict compliance with the CAN SPAM Act regulations.
For more detailed information and use cases related to email marketing and effective filtering using the "Email Last Seen" field, please reach out to your dedicated Customer Success Manager.
What other visitor attributes are available for me to use that may not be in my Untitled account?
Untitled prioritizes compliance with privacy laws and frameworks, which may lead to the obfuscation of certain attributes within our datasets, making them unavailable for direct access in your Untitled account. These attributes (such as B2C Mobile Phone numbers or MAIDs), may be subject to more stringent compliance frameworks, necessitating additional separation of control measures, and/or customer provided warranty on the intended utilization within permissible use-cases.
For detailed information on specific attributes that are not currently visible in your Untitled account, please reach out to your dedicated sales representative. If your team is interested in utilizing these attributes for marketing activation/outbound purposes, there may be a requirement to sign an additional addendum related to fair use and compliance..
How can I allow website visitors to opt out?
A properly-implemented cookie management system will mark the Untitled ID Tag as a marketing cookie. If a website visitor opts out of that type of cookie, the ID Tag will not operate and will not add that person to your Untitled Visitor Table.
In order to meet CCPA standards, we ask that our customers add a link to the Untitled CCPA form within their Privacy Policy.
If a California resident requests to have their information removed, Untitled will delete all records of the user from our data sets in order to meet the CCPA standards.
Additionally, for California residents who may have already opted out of advertising on your web property, we ask that our client send us these records before accessing the feature so we can remove these individuals from showing up in your data sets.
Tag Installation
Can I use multiple Tags on my website?
Yes, it is possible to have multiple Tags on your website, but there is a process that the Untitled team needs to set up in our back-end system so that both Tags capture data correctly. If you’d like to do this, please email [email protected] and let us know the URL where you’d like to have multiple Tags.
This should be reserved for special case scenarios. One example where this setup could be merited is in franchisor-to-franchisee CoOp marketing programs. This use case can arise when different marketing organizations share a website, but need their own separate marketing data, such as a franchise with a domain like www.restaurant.com/location-1 and www.restaurant.com/location-2 , where the locations do not share customer data with each other, and each need to be able to execute their own marketing plans.
Can I use a Tag on a website subdomain?
Yes, if you have a domain set up like products.domain.com or service.domain.com, you can place the same Tag on the subdomain from your main domain (domain.com). To market to the visitors to your subdomain separately from the main domain, we recommend using page path (URL) filters in addition to your other filters to create Audiences - i.e. visitors to service.domain.com/contact who have a “Hot” Buyer Intent Score vs. visitors to products.domain.com/contact who have a “Hot” Buyer Intent Score.
Can I use a single Tag on multiple websites?
Technically, yes, if you place a Tag on multiple websites, they will both capture visitor data. However, we do NOT typically recommend this approach given it will make differentiating results from one website to another more challenging. We do not charge ‘per-Tag’, and an Untitled account can have multiple Tags in it, so it most often makes sense to have one Tag per website.
When you utilize multiple Tags within a single account, you can still combine the visitor data from those Tags when building Audiences, so the data can still be treated as a single pool if that best fits your marketing workflows.
Data Validation & Differentiation
Why is this data better than competitors?
Most solutions rely on IP-based matching to identify a company and then infer potential users from that organization, which creates distance from the actual buyer. Untitled resolves the specific individual who visited your site, along with both personal and company-level attributes tied directly to that person. Our underlying data is refreshed monthly to maintain accuracy and ensure consistently high-quality identity resolution.
How is the Untitled ID visitor data assembled and validated?
Untitled uses email as the primary identity anchor, linking devices and profile attributes through a deterministic identity graph built on first- and third-party data. Validation happens continuously using a combination of online signals like website activity and device interactions, along with out-of-band data such as email engagement and mobility data to confirm accuracy and keep records up to date. This ongoing process helps maintain high-confidence, self-correcting identity profiles at scale without relying on probabilistic modeling.
For a deeper breakdown, see our Identity Resolution Overview article.
How is the Untitled ID Tag different from Klaviyo Activity Backfill?
Klaviyo Activity backfill places a cookie on anonymous site visitors to capture onsite activity for a shopper prior to identification. Once that visitor is identified in the future, you’ll then have access to their historical onsite events.
Identification is defined by Klaviyo as an event where the user supplies their identity by way of signing up for a newsletter, offer code, or transacting with the website where the tag is placed. Preemptive identity resolution is NOT within the functionality of this offering. You will only get the email once the user has supplied it, not prior, and the offering very much is tailored for customer journey analytics, rather than identity-based visitor resolution and retargeting methods. Our product resolves web visitors prior to deanonymized user-provided inputs via the use of cookie syncs with a robust email marker-based Identity Graph.
Klaviyo essentially places a cookie on a user’s browser client-side, and stores event activity from site interactions until the email is submitted in-band where it can then be appended with browser cookie data. This is enabled via the browser request where email is captured through user inputs alongside the stored cookie, and the two are returned as a "pair" in response to that browser request.
The way that “functionally” works is through a traditional place and pull cookie workflow. The browser cookie is placed via a tag in the user's client-side browser storage. It is then inserted as a UTM parameter on the header request every time the anonymous user visits the website or engages with an advertisement where the UTM is tethered. UTMs could drop, but so long as the cookie remains cached in the user's browser, tracking will continue. Upon a user-provided self-identification workflow (Newsletter, Offer Code, Transaction Submission), the cookie is passed within the headers of the browser request. In the response payload to the user input transaction, a matched email is returned and all event activity associated with that cookie/email pair is now made available to the website owner.
Billing & Support
How does pricing work?
Pricing is based on your Daily Unique Visitor Resolution counts. A Daily Unique Visitor Resolution represents a website visitor the Untitled ID Tag has successfully resolved within a 24-hour period.
For additional clarity, if a visitor accesses your site multiple times in one day, it counts as one Daily Unique Visitor. If they visit the site twice over two days, it's considered two Daily Unique Visitors. These resolved visitors can populate in your B2B, B2C, or PTE match-types.
Your billing tier is determined by the count of "resolved" Daily Unique Visitor Resolutions, aggregated over a one-month period. Invoicing is based on the total number of such resolved profiles within the specified billing cycle.
When and how am I billed?
You are billed on a 30 day rolling period from the time a credit card is put on file.
Can I cancel my subscription?
We require a 30 day written notice before canceling. Please reach out to your Customer Success Manager if you would like to cancel the service.
What support is available should I need technical assistance?
Please contact your Customer Success Manager via email or within Untitled should you need assistance and they will respond within 24 hours, Monday through Friday, 9 am-5 pm EST.
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