You can see your data in Feathr in the Explore section or in a Segment. This data is from your site visitors, imported information, or information captured through an update or sprinkle script. By clicking on a particular Person in your Segment, or from the Explore section in the People Dashboard, you can see more detailed information about their activity history and breadcrumb data.

*Note: You must have the Super Pixel in place to track breadcrumb data. Additionally, to track custom data, you must have a custom update script in place. See more information on implementation here.

Where to Locate Breadcrumb Data

Breadcrumb data is found on individual Persons, which can be found in a Segment or in the Explore section. We'll start in the Explore section. 

1. Navigate to the Explore section where you will see all of your data.

2. You'll probably see a lot of Placeholder Names--that's normal! Those are all of the anonymous site visitors across all the properties you're tracking using the Super Pixel. 

3. Click on a Person to be taken to their Activity Overview. Here, you'll see their recent activity, and any data we've been able to capture through the Super Pixel, sprinkle, or update scripts. For a reminder on what the Super Pixel tracks, see this list of Attributes and Activities. To learn more about capturing custom data, see this article on Update vs. Sprinkle Functions.

The Activity Overview gives you more insights about your site visitors and the actions they take. You can also use this Breadcrumb Activity to build and filter Segments.

4. You may edit a Person's info from this view by clicking on the relevant field (Name, Email, Age, etc.) in the box labeled "Info". This could be useful if you wanted to manually edit a person's attributes. For example: If you realized a particular Person was in fact yourself browsing, you could label it as yourself.

Information Displayed in Activity Overview

  1. Location: You'll see a map with the most recent geographic coordinates for this person. Their coordinates can be identified through their IP address. If there is no identifiable location, the location will direct to (latitude 0, longitude 0).
  2. Info and Details: Below are the default information details with examples.
  • External ID: External ID from CRM import. Defaults to email address if no external ID is provided, or will be blank if no data is available.
  • Name: Person's First and Last Name
  • Email: Email Address
  • Occupation: Job Title
  • Companies: Company 1, Company 2
  • First Seen: First interaction date with Super Pixel
  • Last Seen: Most recent interaction date with Super Pixel
  • Last Heard: Most recent interaction date with campaign
  • Last Session: Most recent session date
  • Browser: Browser (i.e., Chrome, Firefox) 
  • Platform: Platform (i.e., MacOS, Windows)
  • Seen Count: Number of interactions  
  • Session Count: Number of session visits
  • IP Address: IP Address 

3. Activity: The most recent breadcrumbs for this person. This is shown as a timeline to the right of the map. You can also click on the "Activity" tab at the top to see all recent activity. This shows the most recent 15 breadcrumbs in a vertical timeline. The header of the Activity will tell you what action the user took, like clicking a link, viewing a creative, or dropping a custom breadcrumb. 

Information Displayed on a Breadcrumb

In each Breadcrumb, there is more detailed information that is captured by the Super Pixel sprinkle. This includes:

  • Cookie: user's unique cookie ID
  • IP Address: IP Address
  • Browser: Browser (i.e., Chrome, Firefox) 
  • Platform: Platform (i.e., MacOS, Windows)
  • Screen Width: in pixels, to determine if mobile device or computer
  • Screen Height: in pixels, to determine if mobile device or computer
  • Browser Width: in pixels, to determine if mobile device or computer
  • Browser Height: in pixels, to determine if mobile device or computer
  • Source URL: link the user came from
  • Invite URL: like the user was referred from
  • Target URL: link the user clicked
  • Event: Event ID the user interacted with
  • Campaign: Campaign ID the user interacted with
  • UTM Parameters: UTM Campaign, Content, Medium, and Source, if applicable
  • Custom Data: custom information captured using the Update Script, if applicable
  • Landing Page: Landing Page ID 
  • Partner: the Partner ID that shared the Landing Page (clickable)
  • Partner Landing Page: the Promotion page of the Partner (clickable)

UTM Parameters example:

Custom Data example:

*Note: Custom data is captured via a custom implementation of the Update Script.

Landing Page example:

The data captured in Breadcrumbs can be used as filters in Segments to create targeted groups of users. The Custom Data that's passed through the Update Script is used to capture information not identified by the Super Pixel, like Name, Email, item purchased, etc. It's typically used with registration or inquiry forms. Custom Data fields will be added as new Attributes that can be used as filters in Segments.

Associated Records

An "associated record" is a Person that the Feathr Super Pixel has determined is likely to be the same person on another device, browser, or location. To view associated records, first enable the column in the Explore view by clicking the entry pictured below in the "Columns" drop down:

The "Associated Records" column displays the number of person records related to a Person. This allows you to see in detail why certain Person fields became merged with the original. To find more detailed information on an associated record:

Click on a Person with one or more Associated Records > click on the Associated People tab > click on the Person you want to compare to the current record.

Common Questions

How do I get my Super Pixel to capture things like Name and Email?
This information does not automatically capture using the Super Pixel as is. You must use a custom update script and add it to your forms, registration pages, or wherever you want to capture information from. Refer to the Super Pixel implementation guide and the Update Vs. Sprinkle articles below. 

Some of the people in my segments don't have breadcrumb activity, but their information is populated. How is that possible?
This is from an email list import. Using the Import Tool, you can import people data with any fields you like, including Name, Email, Company, etc., and map them to the appropriate fields. If this person ends up filling out a form using the same email address on file, all of their breadcrumb activity will be attributed to the identified person. 

Related Articles

Super Pixel Implementation
Using Update vs. Sprinkle Function
Creating Segments

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