Understanding Lytics / Product Documentation / User Profiles

User Profiles Introduction

Lytics is all about people. Most metrics will be framed in terms of people (e.g., the total size of your audience is equivalent to the count of all users you have information on). This is different than other systems that report in terms of impressions and sessions with uniques available as an option.

Since Lytics is all about people, user profiles are very important. Each user profile is the living record of an individual that interacts with your brand.

All data that comes in through data streams gets processed as user fields. Each user field becomes a potential property of a user, and special user fields, called unique identifiers, will link data together through a process called identity resolution. This process will automatically create rich, multi-channel, user profiles.