Frequently Asked Questions

General Knowledge

How does the Untitled ID Tag work?

The Untitled ID Tag uses a process of matching an anonymous unique identifier with additional data about a person to determine their identity. We collect unique identifiers from website visitors and utilize our Identity Graph to fill in missing information such as their personal details, workplace, job title, demographics and contact information. The Identity Graph is comprised of a combination of real-time data sources and signals, online/offline data assets, and 1st and 3rd party data partnerships - culminating into 300+ million unique people based records with hundreds of deterministically associated attributes.

What is an Identity Graph?

An identity graph is a vast interrelated and networked structure of data that emphasizes the relationships between different data entities. In our product, the data is aggregated and comprised from a variety of 1st and 3rd party sources, as well as data provider partnerships and co-ops. The data consists of details regarding US adults, including contact information, demographic attributes, firmographic attributes, and other digital identifiers. These digital identifiers can take the form of encrypted hashed email addresses, device IDs, MAIDs (Mobile Advertising IDs), IP address, etc. These unique identifiers can take the form of encrypted email addresses, device IDs, MAIDs (Mobile Advertising IDs), IP address, etc. The identity graph establishes connections between all this information, enabling us to query and determine the identities of your website visitors.

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.

What can the resolved visitor data be used for?

Visitor data delivered back to clients can be utilized for any internal or external use case including but not limited to email campaigns, digital advertising campaigns, direct mail campaigns, profile enrichment, and internal analytics.

What geographic regions does the Identity Graph for the tag pull from?

Currently the Untitled ID Tag only resolves website visitors in the United States.

How can agencies view tag data for multiple clients?

Agencies that utilize the Untitled ID Tag for multiple clients will be able to login to Untitled and partition the resolution data on a tag by tag basis. Each individual tag’s data is stored in separate warehouses on the backend.

Data Landscape and Privacy

Is the Untitled ID Tag compliant?

Yes, it is legal to use the resolved visitor data as it falls under first-party data. First-party data refers to individuals who have directly interacted with your company, such as by visiting your website. The Untitled ID Tag helps you utilize this data effectively. However, it is important to comply with privacy protection laws and handle your first-party data responsibly. This includes having a clear statement in your website's privacy policy informing visitors that you collect personal data for marketing purposes. Additionally, you should provide an opt-out mechanism for visitors who wish to remove themselves from your marketing databases if they choose to do so. View our security and compliance policy for more details.

Are visitors captured even if they don’t hit “Accept All” to my consent policy?

The capture of visitors depends on the consent string provider in use. For many U.S. providers, users may be automatically opted in if they don't explicitly click "Reject All" or if they bypass the consent box, effectively passively opting in as they navigate the site. Some providers offer limited control over cookie preferences, allowing users to manage only certain cookies without the option to block all.

The ability to capture visitors not explicitly opting out depends on how the consent string is implemented on the website and whether it accurately reflects the respective cookie service preferences. In general, our tag will fire unless the user actively rejects all cookies.

For a more in-depth exploration of this topic, we recommend visiting our Privacy and Consent Management article, which provides additional insights into the implementation and implications of consent policies.

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. To ensure continuous tracking in Google Analytics despite opt-outs, disable the setting that requires visitors to opt in, or adjust settings according to your state’s requirements. To view how we set up our Cookie Content Policy, visit our website getuntitled.ai in an Incognito window. We inform visitors about third-party cookies and tags without requiring them to click "Accept." Instead, they can control their cookie settings or opt-out as needed.

Why would someone who accepted my Cookie policy NOT be resolved?

In instances where a user does not get resolved, even after accepting the consent string, several reasons could contribute to this:

• Non-Existence in Our Data Sets: The person may not exist within our data sets, leading to non-resolution.

• Geographical Limitation: Our dataset comprises only U.S.-based records. Residents outside the United States will not be resolvable through our current records.

• Age Restriction: Our records only include individuals over the age of 18, potentially excluding certain age groups from resolution.

• Limited Signal and Matching Confidence: We may have yet to aggregate sufficient signals to deterministically resolve the record present-state via our Identity Graph. This could be for a variety of reasons, but is almost always indicative of low linkage confidence from multiple HEMs to multiple Cookies, with no clear and scrupulous winner. These attributes update frequently for individuals, and we prioritize quality-match rates over high-match rates for visitor resolutions. If we lack confidence, we will refrain from resolving a visitor, even if the tag fires for every user accepting the consent string.

• Browser Compatibility: If the web visitor is not using Chrome, resolution may not occur, as we only can resolve a fractional amount of visitors from alternate browsers. Chrome accounts for a vast majority (~70%) of browser traffic in the United States, so a strong match-possible population density is there. However, alternative browsers do contribute to non-resolution.

• Browser Settings: If users are browsing in Incognito-mode, or a comparable setting on alternate browsers, it is very unlikely that we’ll resolve the visitor.

• Corporate VPNs and/or Proxy Use: VPNs and/or Proxy Use can make in-band individual device IP triangulation difficult, potentially leading to non-resolutions. These tools often mask or route IP addresses through shared networks, making it challenging to accurately pinpoint the individual device's location and attributes within our dataset.

If further clarification is needed on this topic, your Customer Success Manager is available to assist.

Can I email my website visitors, even if they didn’t ask to be contacted?

Yes, you can email your website visitors; however, it is important to adhere to the regulations set forth by the CAN-SPAM Act, which safeguards individuals from receiving unwanted (spam) emails. Similar to CCPA, CAN-SPAM requires you to provide an option for recipients to opt out of further communications. It is crucial to include an unsubscribe link in your marketing emails and maintain a list of unsubscribed individuals. Many mass email platforms automatically include this option in the footer and maintain a suppression list of those who have unsubscribed. Learn more.

Can I text my website visitors?

Simply having a number in Untitled records doesn’t qualify as consent for texting. Because of the Telephone Consumer Protection Act (TCPA), SMS requires a more explicit layer of consent than most other marketing channels, along with restrictions like “quiet hours” (generally 9 PM–8 AM in the recipient’s time zone).

Opt-ins for SMS need to be managed carefully and can vary by state. Some email marketing tools, like Klaviyo and Mailchimp, offer SMS messaging and consent on their platforms, which may be the best route if you already use those services. There are also third-party consent management software options that you can deploy on your website.

One option to consider is to request SMS consent through an email flow, so that the user gives explicit and separate consent to receive text messages.

Additional Resources:

Untitled Messaging Policy Agreement

SMS Compliance and Consent Overview from Klaviyo

Data Management

How do returning visitors work?

When a visitor returns to the website at a later date or time, the Visitor Table will not show duplicate resolutions for that individual within the selected date range. Instead, it will display only the most recent session visit within that specified period. This is also true for any page path filtering parameters applied to the Visitor Table to see detailed visitor interactions on the site.

It's important to note that if you're accessing data via the database connection, you may observe duplicates, potentially even within a daily view. This is because all visiting sessions, including details about the pages visited during each session, are captured in the raw data. This comprehensive information can be obtained by pulling the data from the Athena Database.

We are on the verge of releasing additional front-end UI features that will add the capability to visually see “new” versus “returning” visitors within user-specified time periods. These features will offer dimensional filtering options based on date/time, and extend to additional measures such as page hits, and session duration.

What is Untitled’s data retention policy? If I spin down a tag from my trial period will I still have access to the historic data?

Resolutions are stored within a private AWS account, client-by-client, and archived indefinitely for compliance purposes. If you decide to take down a tag or deactivate an account, please reach out to your Customer Success Manager. Our team can hand over your historical resolved visitor data via a secured file transfer, should it be necessary.

How often are resolutions updated in my Untitled Database (Athena)?

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?

A session is measured through a time-based delta between the first page hit and the last page hit within a 24-hour period. It initiates upon user entry (e.g. the first page hit).

The Untitled ID Tag will trigger once a page loads the JavaScript file, similar to Google Analytics or the Facebook Pixel. A session will include details until there is no remaining observed activity within a given day. It's essential to note that every resolved page view is captured in the raw data when using our database connection option to view Untitled ID data. This includes providing a data point for each page a resolution visits.

How are resolutions aggregated within the Untitled Visitor Table interface?

The resolutions page runs a query that pulls unique visitors (grouped by email [HEM], displaying the most recent resolution) within the specified time frame.

The resolutions page consolidates unique visitor data based on their most recent visit within the specified timeframe. For instance, if a visitor accesses five pages on a site during one visit or across multiple days, they are counted only once on the resolutions table page. The query retrieves resolutions from the B2B, B2C, and PTE tables within the designated date range, grouping them by HEM and displaying the most recent visit.

If you are viewing data via a Page Path Filter, the query structure remains mostly unchanged, aggregating visits by individual and displaying the latest visit. All visits from the same individual are captured in the raw data. If a visitor accesses a website daily, they will appear in the raw data for each visit but will be counted only once in the resolutions roll-up in Untitled. This aggregation ensures accurate reporting by considering the most recent visit within a specified timeframe.

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

Is the Untitled ID Tag affected by the recent iOS14 updates?

Despite iOS14 rollouts, we have not seen a significant decrease in performance of our B2C and B2B data feeds. Instead, we continue to see resolution counts holding on average ~60% of total unique website visits for United States session origins. Resolution counts can vary site to site and are influenced by the category of the site itself. In conjunction with our data partner networks, our team has been researching and developing solutions for a first-party cookie method. These solutions may require a new implementation of the tag on your website in response to the potential of a third-party cookie deprecation among all major browser providers.

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 are not 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..

Data Validation & Differentiation

Why is this data better than competitors?

The majority of tags on the market will use the visitor IP address to resolve the company of the user and scan their database for employees of that company - further removing you from the actual buyer. The Untitled ID Tag resolves the specific individual that visited your website, along with the personal and company attributes associated with that person. The data assets behind the Untitled ID Tag are updated on a monthly basis to ensure high quality and up-to-date identity resolutions

How is the Untitled ID visitor data assembled and validated?

At the core of the Untitled ID Tag validation is the use of email addresses as the primary identity marker. Cross-device linkages, and therein all profile data attributes, extend from this foundational identity cornerstone. The process is fueled by an advanced Identity Graph, aggregating hashed email associations from diverse first and third-party data feeds and partnerships, resulting in comprehensive linkages based on tens-of-billions of monthly signals.

Through key email and device pairings, real-time online signals, and cross-walked offline datasets, we create holistic profiles enriched with demographic and firmographic data. Validation is a dynamic process that involves scrutinizing signals from email behavior, device movement, and online activities on a rolling deterministic basis. This process relies upon a multitude of independent "Out-of-Band" data feeds, like the IP footprint of email engagement (opens and clicks) and Mobile Movement Data (MAID/HEM), but not without constant distributed reinforcement via a network of “In-Band” observable website activity (cookie syncs) to keep record validation in confidence at internet-scale.

To maintain on-going confidence regarding the composition of an identity record, we employ a vast network of first and third-party cookie syncs in partnership with thousands of websites. This provides high-velocity yet sweeping coverage for continual direct and adjacent record validation, as well as enables the necessary capacity to archive identity records we suspect have changed, dropped, or become stale. This data validation modality enables a fully distributed self-healing mechanism often missing in most identity systems, and without all the ephemeral bells and whistles frequently driving modeled (non-deterministic) person-level datasets.

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 counts. A Daily Unique Visitor 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 datasets.

Your billing tier is determined by the count of "resolved" Daily Unique email addresses, aggregated over a one-month period. Invoicing is based on the total number of such resolved email addresses 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.

Why am I charged for PTE resolutions?

You are charged for PTE (Plain Text Email) resolutions as they still provide valuable visitor detail in cases where we were only able to resolve an email address with that user. While these email addresses are often pre-validated, they may not meet our confidence linkage requirements or include a first-party validation signal to append additional Identity Graph attributes to the email marker.

Of course, we recognize that PTE resolutions do not come with the same data-rich attributes as fully enriched Identity Graph outputs. However, because PTE always includes email, these can still serve in various marketing use cases. Many marketers choose to leverage these emails for digital display retargeting purposes. For more use cases on the PTE file, please contact your sales representative or Customer Success Manager.

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.