Analytics - User Id (Person identity)


This page is about a user identity (id).


A person’s identity can be:

  • anonymous (we don’t know anything about this person yet),
  • or named (we know something about them such as an email address.)


The most common named identity is an email address. Every other attribute can be used instead of an email address as long as it's unique. Usernames or User ID numbers are are also occasionally used as named identities.


An anonymous identity means that the user is not identifiable by any means such as a name or email address


An anonymous id can be created via a generated with the help of:

  • a UUID
  • a random generated ID random series of numbers and letters (Base64 encoded), so the IDs are generated with only these characters: a-z, A-Z, 0-9, +, /, and =.

Whenever a person gives an identifiant such as an email address via a form, this information should be captured and the anonymous identity should be converted into a named identity.

Example of anonymous generated id: see Google Analytics - Client Id (cid) - Anonymous Id


An anonymous identity may be also targeted through their computer's browser. The browser is the identification. See Web - Browser Fingerprinting

Android Advertising ID

The android platform offers also a targeting service known as the Android Advertising ID (AAID)

On your android device, open Google Settings app > tap Ads > then find Your advertising ID.


After an identification, generally,

This data is used by all tracker calls to attribute the actions (stamp the actions with the user id)

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