Data Sources

Audience Manager does not collect the data itself, it relies on external sources. Here’s a quick overview of all available data sources:


Audience Manager adds it’s own Forms tracker to Tag Manager. It allows you to gather all information passed in forms on your website.

Enabling forms tracking

In order to start tracking data from forms, you need to add and publish the Audience Manager Form Tracker tag in the Tag Manager:

1. Go to Tag Manager and choose the Tags section
2. Create new tag
3. From the list of tag types, select: Audience Manager Form Tracker one
4. Click OK and it’s set. Of course, to push it live, the tag has to be published.

And then you need to manually add all the forms you would like to track.

Forms tracking behavior

Important rules and behavior of form tracking:

  • Data is saved to Audience Manager only when the form is submitted
  • Password inputs are not saved
  • Credit card data is not saved – we’re doing our best to guess that detected form collects credit card information and ignore it but in rare cases when the form is of a custom setup, our patterns could be mismatched and credit card data will be captured. We are always recommending to independently manage the form fields that contain the sensitive data (e.g. the payments) to make double-sure what actual fields you track
  • Data from forms is saved as custom attributes in the profile. The name of an attribute is taken from the name of the input field of the form – e.g. if the form has following input fields with names defined in HTML attributes: name, gender, email_address, they will be saved in the profile under attributes with exactly the same names.
  • Saving email as one of the profile IDs – Audience Manager tests form values against patterns matching the email address. In case there is a match, regardless of what was the name of the input field the email address will be saved as one of the profile IDs under email attribute. Based on the example form described in the above point there will be 2 attributes saved:
  • email – special attribute maintained by Audience Manager as one of the profile IDs
  • email_address – attribute saved directly from the submitted form
  • If the attribute already exists in the profile, it will be replaced by the latest value sent to Audience Manager.
  • Analytics

    Generic Analytics Data

    Some analytics data is tracked automatically once the integration with Analytics is enabled.
    This includes:

  • analytics visitor IDs,
  • browser and device data,
  • location data,
  • referrer data,
  • user IDs (if used).
  • Audience Manager’s integration with Analytics should be enabled by an administrator – usually during the technical implementation phase.

    Custom Variables & Dimensions

    Both Custom Variables and Custom Dimensions tracked in Analytics are automatically mapped to custom profile attributes (the same pool of attributes that can be tracked from forms or SDK).

    Rules are fairly straightforward:

  • Name of the variable/dimension is normalized to lowercase ASCII (with underscores). For dimensions, the attribute name is the name of the dimension from the time the value was tracked (in other words, changing the name of a dimension in Analytics will not change any tracked attributes retroactively).
  • Only the most recent value of each attribute is stored (values are overwritten across all “custom” data sources).
  • Custom Events
    Custom Events are also mapped to custom profile attributes, but unlike Variables and Dimensions, this does not happen automatically.

    In order to setup Custom Event mapping:

  • Go to Attributes tab
  • Select the attribute where one of the Custom Event fields should be stored and click on the gear icon. If the attribute does not yet exist, use “Create new attribute” button to add it
  • Click on “New event mapping”
  • Setup filtering by selecting any subset of the Category, Name and Action fields and configuring the operator and valueOnly Custom Events matching these rules will be mapped
  • Select the attribute value from the “Mapped event attribute” dropdownNote that the attribute value will always become a string, even when using Value field
  • Click on the Save button
  • Once saved, Custom Events that match specified filtering rules will have the specified field stored as the selected attribute.

    Each goal tracked in Analytics is automatically saved in profile as “event” data type.

    For each goal separately, we store:

  • the timestamp of the most recent goal conversion, and
  • the total number of conversions.
  • Goals data is stored using goal IDs, so changing goal name in Analytics does not impact profiles or audiences in any way (i.e. it’s still the same goal).

    Filters related to goals are available in the “Events” tab in the audience builder.


    Similar to goals, ecommerce conversions tracked in Analytics automatically store some data in profiles, namely:

  • total number of ecommerce conversions,
  • total revenue from all ecommerce conversions,
  • revenue from the most recent ecommerce conversion,
  • timestamp of the most recent ecommerce conversion.
  • We do not store abandoned carts and any content of the specific ecommerce orders. It’s also not possible to filter revenue or conversion count by date range (it’s always “all time” or the most recent event).

    Filters related to ecommerce conversions are available in the “Events” tab in the audience builder.

    CSV import

    Additionally, to the data collected from Analytics and from the forms, you can import data from third-party platforms. For example, you can use data sources from your CRM to enrich profiles.

    Importing the CSV file consists of following steps:

  • Select the file to import, mind that CSV file must meet some requirements: First row is a header that contains columns names; Supported separators: Comma sign (,), Semicolon (;), Tab; Data must be written in UTF-8 encoding.
  • Choose identifier type and the column which stores identifiers in CSV file – the identifier is used to match imported user data to profiles stored in Audience Manager.
  • Choose columns to import.
  • Map columns to attributes in profiles – enter the attribute name for each selected column. In case the attribute exists, it will be overwritten by the value imported from the CSV file, otherwise, new attribute will be created.
  • Mobile applications

    Piwik PRO has an SDK library for Android and iOS, that integrates your application with Piwik PRO Analytics in a convenient manner. It serves as a replacement for web script tag in mobile devices.

    Using SDK you can:

  • track custom profile attributes
  • track goals
  • track ecommerce events
  • track custom variables and dimensions
  • Integration with goals, ecommerce events, custom variables, and dimensions work in the same way as web integration described above.

    When tracking custom attributes via SDK, the following fields are saved:

  • Device ID – on iOS only when an app is approved in App Store to read it
  • Visitor ID – autogenerated by the SDK, it’s not changing as long as user reinstalls the app
  • User ID – if provided
  • Email – if provided
  • any key-value pair sent to Audience Manager which is saved as a profile attribute and its value
  • API

    Public API’s Documentation is available under
    PublicAPI is suited for platforms, where no SDK is available or for server-to-server integrations. by using public API, it’s possible to:

  • Retrieve list of audiences the profile belongs to.
  • Check if given profile belongs to given audience.
  • Retrieve public attributes for given profile. Public attributes are configured in the web ui.
  • Track custom attributes for a given profile.
  • Please note that the limit of the length for the name of the profile attribute is set as 191 characters.

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