Analytics means collecting and analysing information about activity on our website and in our app. None of our analytics provide information about you personally. The statistics we get from this data allow us to understand how people are using our website or app, and things like what works and what doesn’t, how long it takes to complete critical tasks and where we have users.
All these statistics are essential to understanding how our website and app are performing and identify where we need to focus our efforts to improve.
Facebook, Twitter and Google Adwords pixels
These track activity on the website such as when a user completes an activity (for example, clicking through, completing a purchase, downloading the app). We use this to determine which platform users come to Yoti from, and to understand what actions users take once they arrive at Yoti. For more information, please see:
Visual Website Optimiser
VWO anonymously tracks where people click on our website allowing Yoti to generate a diagram highlighting the most active areas, as well as count how many times users click on a certain link or button. We use this technology to understand how people use our website and to test different content, so that we can improve the website.
We use Adjust performance and analysis technology in our app. This allows us to us to track and analyse which marketing channels or sources are producing the best results in directing users to download the Yoti app, and to help us understand how our users are using our app. When you launch the app, Adjust collects information on user activity (such as clicks and when you install the app), as well as when certain events happen (such as completing registration, successfully adding an ID document, adding a password to Yoti Password Manager, deleting the account and so on).
To provide this service, Adjust uses three identifiers which they anonymise using a technology called ‘hashing’. One identifier is one that Apple AppStore or Google Play gives your phone (depending on which app store you visited), The second identifier is your IP address which is like an address for your phone from your mobile network provider, and which may change if you take your phone to a different location. The third identifier is your MAC address, which is a unique number the phone manufacturer gives to the parts of your phone that connect to the internet. The hashing technology Adjust uses to anonymise these identifiers means that it is not possible to identify you or your mobile individually. Adjust then provide us with aggregated information.
We use Adjust with different advertising networks that allow us to show Yoti adverts on these networks. Adjust also pass back this aggregated information to these networks so they can improve their systems and do better at targeting relevant advertising.
See section 2 of Adjust’s privacy notice for more information:
You can opt out of Adjust analytics in the settings in the app.
In-house and Google analytics
Using our in-house software, and using Google Analytics, we collect some information from users and some information on when certain things happen as you use the app. This information includes information about your phone. Our in-house software does not track how you personally use our app.
The information is de-identified so that it is not associated with an identifiable user. The information provides us with statistics on things like:
- the number of people installing the app;
- the number of accounts created successfully;
- how long it takes on average to carry out certain actions in the app, such as taking a photo, uploading a document;
- how many addresses are uploaded from a document and how many are manually added; the number of account backups, account recoveries, and account deletions;
- the percentage of people who stop using the app at certain key points, such as accepting the terms and conditions, taking a photo and so on;
- the number of users per country, age band, and gender.
These statistics are crucial for us to understand how our app is performing, where things are failing, and what kinds of users we have. This information helps us to understand where we need to focus our business, marketing and product development efforts and what app improvements we need to make.
Yoti Password Manager
We use Google Analytics and our in-house analytics to understand the following.
- What percentage of overall registered Yoti users also registered for Password Manager
- How many active Password Manager users there are
- How many users use Password Manager for at least one website
- How many users per country: based on a truncated IP address to give the country
- Which browser is used: Chrome, Mozilla, Safari or Internet Explorer
- Total number of uses of Password Manager in a day, week and month (not per user)