Overview
Behavioural Profiles are anonymised, shopper-level records that capture how individuals interact with your site. They are used to enable AI-driven experiences such as personalization and audience segmentation.
Each shopper is represented by a single profile that aggregates their activity over time.
What is a Behavioural Profile?
A Behavioural Profile combines all interactions from a single shopper into one unified record.
This includes signals such as:
Page views
Clicks
Add-to-carts
Purchases
Searches
Returns
Bounces
Each shopper is counted once per profile, regardless of how many times they visit.
How Behavioural Profiles are Used
Behavioural Profiles support:
AI model training
Personalized experiences
Audience segmentation
Improved on-site relevance
How Behavioural Profiles are Measured
There are two key metrics used to measure Behavioural Profiles. These serve different purposes and should not be compared directly.
Total Unique Processed Profiles (Billing)
This is the metric used for billing and contract limits.
Based on a rolling 36-month window
Fully deduplicated across the entire period
Each shopper is counted only once
This reflects the total number of unique shoppers within the active window.
Monthly Unique Processed Profiles (Reporting)
This metric can be used to understand trends over months.
Calculated per calendar month
Deduplicated within each month only
Not deduplicated across months
This means a single shopper may be counted in multiple months.
Key Difference
The difference comes down to deduplication scope:
Total Unique Processed Profiles → deduplicated across 36 months
Monthly Processed Profiles → deduplicated within each month only
Because of this, monthly values should never be summed to estimate total or partial usage towards the quota.
Example
If the same shopper visits your site in January, February, and March:
Monthly reporting: counts as 3 (once per month)
Billing total: counts as 1 (once across the full window)
This is expected behaviour.
Measurement Window
Behavioural Profiles are evaluated over a rolling 36-month period.
Data is continuously collected
Only the most recent 36 months are included in billing
Behavioural Profiles Quota
Your contract includes a maximum number of Behavioural Profiles.
This represents the total unique shoppers contractually defined within the 36-month window
Usage is tracked against this limit
If usage exceeds the quota:
Tracking continues without interruption
Overages are typically reviewed during contract discussions
Reporting and Charts
Why Total Unique Processed Profileds and sum of the monthly processed profiles values don’t match
Monthly values count shoppers once per month, but the same shopper can be counted across multiple months different months.
Total values count shoppers once across the full period
As a result, monthly totals added together will usually exceed the overall total.
How to use reporting data
Use monthly data for:
Trend analysis
Growth tracking
Seasonality insights
Do not use it for:
Estimating billing usage
Breaking down total profiles into sub-periods
Data & Privacy
Behavioural Profiles are anonymised and do not contain personally identifiable information.
The 36-month window applies to aggregated behavioural data used for AI processing, not to personal data storage.