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.
These track activity on the website such as when a user completes an activity (for example, clicking through, completing a purchase, completeting a web form, downloading the app). We use this to determine which platform users come to Yoti from, to understand what actions users take once they arrive at Yoti. , and so we can attribute business leads back to ad campaigns.
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, and which adverts, 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. Adjust collects information on which ad you clicked on on which site, and whether you installed the app. If you install the app, Adjust also collects information on when certain events happen (such as completing registration, successfully adding an ID document, first use of Yoti Password Manager).
To provide this service, Adjust uses two identifiers which they anonymise using a technology called ‘hashing’. One identifier is the Advertising ID that Apple or Android gives your phone (depending on which operating system your phone uses). 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 hashing technology Adjust uses to anonymise these identifiers means that it is not possible for us to identify you individually. Adjust then provide us with a list of Advertising IDs and country location (based on IP address). We filter the Advertising IDs by things like country, iOS or Android users, or events such as ‘completed registration’. We then pass relevant hashed Advertising IDs to advertising partners to be able to show our adverts to the right people on their platforms.
We use Adjust with different advertising networks that allow us to show Yoti adverts on these networks. Adjust also pass back the Advertising ID to these networks so they can build ‘lookalike marketing models’. This activity is how companies make sure they target their adverts at the right types of users, and users see adverts that are most relevant to their interests. The advertising networks use the Advertising ID and any associated information they have to create groups of people who share similar characteristics. They use these groups to deliver targeted ads. They use the information they have about you to determine which groups you are in, and so which adverts you see.
Yoti uses advertising networks to make sure we only show our adverts to the people who are most likely to be interested in our products and services. The advertising networks also use the Advertising IDs as a suppression list, to make sure they don’t show Yoti adverts to people who have already installed the app.
See section 2 of Adjust’s privacy notice for more information:
Opt out of Adjust analytics for all apps using their technology:
You can opt out of Yoti using 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 and its associated products and services. 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 recovery keys set up, 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.
You have some control over analytics information collected through settings available in your website browser and on your phone, as well as Yoti app settings.
You can also get more information from the Digital Advertising Alliance and change ad settings using their ‘Your Ad Choices’ tool here: http://www.aboutads.info/consumers
Both Android and iOS phones have privacy settings to limit the collection of the Advertising ID.
You can opt out of Adjust and Google Analytics through the in-app settings.