User info

User information is essential for attribution channels, so it’s crucial to capture it as early as possible. This information is stored in your dedicated ID graph, where, in addition to personally identifiable information (PII), we also store click IDs and any custom data you wish to include.

We have two ways of sending us user info:

• user: This is used for a single property, and it only accepts standard keys.

• data: Allows saving multiple properties simultaneously, including custom and standard keys.

Let's start by examining what the standard keys look like.