Data Dictionary - Documentation

The Tracking Pixel, Web SDK, Unity SDK, and REST API are currently in alpha. The data collected and event schemas may change between releases.

Full reference of data collected and event schemas for the Tracking Pixel, Web SDK, Unity SDK, and REST API, and the data forwarded externally by Conversion Postbacks. Use it to understand what each integration sends, when it sends it, and what properties each event carries. Also useful for privacy reviews, legal assessments, and technical audits.

Cookies

First-party cookies only. No third-party cookies are created. The Unity SDK does not use cookies. It persists AnonymousId and queued events to native local storage instead.

imtbl_anon_id Tracking Pixel Web SDK

Persistent anonymous device identifier (UUID v4). Shared between the Tracking Pixel and Web SDK.

Property	Value
Lifetime	2 years
Scope	First-party, current hostname
Attributes	`SameSite=Lax`, `Secure` on HTTPS

_imtbl_sid Tracking Pixel Web SDK

Session continuity across page loads. Refreshed on each tracking call. Expires after 30 minutes of inactivity.

Property	Value
Lifetime	30 minutes (rolling)
Scope	First-party, current hostname
Attributes	`SameSite=Lax`, `Secure` on HTTPS

_ga Tracking Pixel

Google Analytics client ID. Read-only. The Tracking Pixel reads this cookie for cross-platform identity stitching but does not write it.

Property	Value
Source	Google Analytics

_fbc Tracking Pixel

Facebook click ID. Read-only. The Tracking Pixel reads this cookie for cross-platform identity stitching but does not write it.

Property	Value
Source	Meta (Facebook)

_fbp Tracking Pixel

Facebook browser ID. Read-only. The Tracking Pixel reads this cookie for cross-platform identity stitching but does not write it.

Property	Value
Source	Meta (Facebook)

Device Fingerprint Signals

These signals are collected automatically when consent is anonymous or full. The Tracking Pixel and Web SDK collect the same browser-based set, so the per-integration tabs for those two repeat the same table.

Tracking Pixel
Web SDK
Unity SDK

Signal	Source	Example
User agent	`navigator.userAgent`	`Mozilla/5.0 (Macintosh; Intel Mac OS X 10_15_7)...`
Screen resolution	`screen.width` × `screen.height`	`1920×1080`
Timezone	`Intl.DateTimeFormat().resolvedOptions().timeZone`	`America/New_York`
Browser language	`navigator.language`	`en-US`
IP address	Server-side from request headers	Raw IP stored for geo enrichment

Signal	Source	Example
User agent	`navigator.userAgent`	`Mozilla/5.0 (Macintosh; Intel Mac OS X 10_15_7)...`
Screen resolution	`screen.width` × `screen.height`	`1920×1080`
Timezone	`Intl.DateTimeFormat().resolvedOptions().timeZone`	`America/New_York`
Browser language	`navigator.language`	`en-US`
IP address	Server-side from request headers	Raw IP stored for geo enrichment

The Unity SDK collects a different fingerprint set (CPU, GPU, RAM, OS family, Unity version, screen DPI, device model) and emits it once per session as part of game_launch rather than on every event.

Attribution Signals

The Tracking Pixel and Web SDK collect the same URL-based signals. Mobile Unity builds with attribution enabled collect a separate set of device-level signals. Desktop Unity builds collect none.

Tracking Pixel
Web SDK
Unity SDK

The Tracking Pixel collects these on every page load.

Signal	Source	Example
UTM parameters	URL query string	`utm_source`, `utm_medium`, `utm_campaign`, `utm_term`, `utm_content`
Google click ID	URL query string	`gclid`
Meta click ID	URL query string	`fbclid`
TikTok click ID	URL query string	`ttclid`
Microsoft click ID	URL query string	`msclkid`
Display & Video 360 click ID	URL query string	`dclid`
LinkedIn click ID	URL query string	`li_fat_id`
Referrer	`document.referrer`	The referring page URL
Landing page	`window.location.href` (first page in session)	Entry point URL
Referral code	URL query string	`referral_code`: a custom parameter you add to campaign links (e.g. `?referral_code=influencer-abc`) to track referral sources

The Web SDK attaches them to session_start, the first page() call, and the sign_up and link_clicked events.

Signal	Source	Example
UTM parameters	URL query string	`utm_source`, `utm_medium`, `utm_campaign`, `utm_term`, `utm_content`
Google click ID	URL query string	`gclid`
Meta click ID	URL query string	`fbclid`
TikTok click ID	URL query string	`ttclid`
Microsoft click ID	URL query string	`msclkid`
Display & Video 360 click ID	URL query string	`dclid`
LinkedIn click ID	URL query string	`li_fat_id`
Referrer	`document.referrer`	The referring page URL
Landing page	`window.location.href` (first page in session)	Entry point URL
Referral code	URL query string	`referral_code`: a custom parameter you add to campaign links (e.g. `?referral_code=influencer-abc`) to track referral sources

Desktop builds do not collect URL-based attribution signals. The closest analogue is the studio-supplied distribution_platform property on game_launch.Mobile attribution builds (AUDIENCE_MOBILE_ATTRIBUTION + EnableMobileAttribution = true) ship additional signals with game_launch.iOS

Property	Type	Consent	Description
`att_status`	`string`	`Anonymous`+	ATT authorization status: `notDetermined`, `restricted`, `denied`, or `authorized`.
`idfa`	`string`	`Full`	Advertising identifier. Present only when ATT status is `authorized` and consent is `Full`.
`skan_registered`	`boolean`	`Anonymous`+	`true` on the launch where SKAdNetwork first-install registration fires. Omitted on subsequent launches.

Android

Property	Type	Consent	Description
`gaid`	`string`	`Full`	Google Advertising ID. Omitted when `gaid_limit_ad_tracking` is `true`. Available from the second launch onwards.
`gaid_limit_ad_tracking`	`boolean`	`Anonymous`+	Whether the user has opted out of ad personalization. Available from the second launch onwards.

Identity Stitching

Each integration assigns an anonymousId automatically when tracking begins. As a player moves through your funnel (visiting your marketing site, creating an account, launching the game), identity calls connect those anonymous sessions to a known player in attribution reports.

Integration	How `anonymousId` is assigned
Tracking Pixel	Reads or sets the `imtbl_anon_id` first-party cookie
Web SDK	Reads or sets the same `imtbl_anon_id` cookie
Unity SDK	Generates a persistent GUID stored in `Application.persistentDataPath`
REST API	Provided by the caller in the message payload

The Tracking Pixel and Web SDK share the imtbl_anon_id cookie on the same domain, so sessions on the same domain are already continuous before any login occurs. Call identify() at login to associate the player’s userId with their activity and traits. A player who logs in on both the marketing site and in-game using the same userId will have both session histories attributed to the same profile, no alias call needed. Call alias() when the same player is known by different provider IDs across surfaces, for example a player previously identified as a Steam user who later links a Passport account. For exact method signatures and the full list of IdentityType values, see the API Reference section of the Web SDK, Unity SDK, or REST API docs.

Auto-Tracked Events

Events fired by the integration without studio code. Title badges indicate which integrations emit each event. Trigger conditions and per-integration property differences are described inside the accordion.

game_launch Unity SDK

Player launched the game. The Unity SDK fires this automatically at Init when consent permits tracking. The Web SDK and REST API do not currently emit this event.Event name: game_launch

Property	Type	Required	Description
`platform`	`string`	No	OS or mobile platform the game is running on. One of `'Windows'`, `'macOS'`, `'Linux'`, `'iOS'`, `'Android'`.
`is_editor`	`boolean`	No	`true` when the game is running inside the Unity Editor; `false` for shipped builds. Use this to filter dev runs out of production analytics.
`version`	`string`	No	Game version string
`build_guid`	`string`	No	Unity build GUID
`unity_version`	`string`	No	Unity version the build was made with
`os_family`	`string`	No	Host operating system family from Unity’s `SystemInfo.operatingSystemFamily`. One of `'Windows'`, `'MacOSX'`, `'Linux'`, `'Other'`.
`device_model`	`string`	No	Hardware model
`gpu`	`string`	No	GPU name
`gpu_vendor`	`string`	No	GPU vendor
`cpu`	`string`	No	CPU name
`cpu_cores`	`integer`	No	Number of CPU cores
`ram_mb`	`integer`	No	System RAM in megabytes
`screen_dpi`	`integer`	No	Display DPI (omitted when 0).
`distribution_platform`	`string`	No	Value of `AudienceConfig.DistributionPlatform` (e.g. `'steam'`, `'epic'`). Omitted if not set. Studio-supplied storefront identifier. Complements the Unity-emitted `platform`, which is the OS-level player runtime.
`idfv`	`string`	No	iOS only. Identifier for Vendor, a device ID scoped to your publisher. Reset when all apps from the same publisher are uninstalled.
`android_id`	`string`	No	Android only. Android device unique identifier.

On mobile with EnableMobileAttribution = true, additional attribution signals are included. See Attribution Signals for the full set.Postback forwarding: when Conversion Postbacks are configured for the game, attributed game_launch events are forwarded to the configured ad network as a registration/install signal. See Outbound Forwarding.Fired automatically by ImmutableAudience.Init. Studios do not call this directly. The wire payload includes the full Unity property set:

{
  "type": "track",
  "eventName": "game_launch",
  "properties": {
    "platform": "Windows",
    "is_editor": false,
    "version": "1.2.0",
    "build_guid": "00000000-0000-0000-0000-000000000000",
    "unity_version": "2022.3.10f1",
    "os_family": "Windows",
    "device_model": "PC",
    "gpu": "Generic GPU",
    "gpu_vendor": "Generic",
    "cpu": "Generic CPU",
    "cpu_cores": 8,
    "ram_mb": 16384,
    "screen_dpi": 96,
    "distribution_platform": "steam"
  }
}

session_start Tracking Pixel Web SDK Unity SDK

Fires when a new session begins. Per-integration triggers:

Tracking Pixel: no active _imtbl_sid cookie.
Web SDK: no active session cookie, or consent upgrades from 'none'.
Unity SDK: Init, consent upgrade from None, or resume after a pause longer than 30 seconds.

Property	Type	Description
`session_id`	`string`	New session identifier

The Web SDK also includes all attribution signals (utm_*, click IDs, referrer, landing_page, referral_code, touchpoint_type) on this event.

session_end Tracking Pixel Web SDK Unity SDK

Fires when a session ends. Only fires when consent is at Anonymous or higher.Per-integration triggers:

Tracking Pixel: page unload.
Web SDK: shutdown() is called.
Unity SDK: Shutdown is called, consent is downgraded to None, or a session rolls due to extended pause.

Property	Type	Surfaces	Description
`session_id`	`string`	All	Current session identifier
`duration`	`number`	Tracking Pixel, Web SDK	Seconds since `session_start`, wall-clock
`duration_sec`	`number`	Unity SDK	Engagement seconds since `session_start`, wall-clock minus accumulated pause time

The Tracking Pixel and Web SDK report duration as wall-clock time. The Unity SDK reports duration_sec as engagement time, excluding pause durations. The field names differ to make the semantic difference explicit. Dashboards aggregating session length across integrations should treat these as separate metrics.The Tracking Pixel and Web SDK use fetch with keepalive: true to ensure delivery on page unload.

session_heartbeat Unity SDK

Fires every 60 seconds while the game is focused. Pause and resume reset the heartbeat clock, so wall-clock and reported engagement time can diverge.

Property	Type	Description
`session_id`	`string`	Current session identifier
`duration_sec`	`number`	Engagement seconds since `session_start`, wall-clock minus accumulated pause time

Used to estimate playtime per session for studios where players regularly leave the game backgrounded. The Web SDK and Tracking Pixel do not emit this event.

tracking_authorization_changed Unity SDK

ATT authorization status changed from its previously recorded value. Does not fire on first launch. The initial state is reported by game_launch.Requires: EnableMobileAttribution = true, Anonymous or Full consent, iOS only.Event name: tracking_authorization_changed

Property	Type	Consent	Description
`previous_status`	`string`	`Anonymous`+	Prior ATT status: `notDetermined`, `restricted`, `denied`, or `authorized`
`new_status`	`string`	`Anonymous`+	New ATT status
`idfa`	`string`	`Full`	Present only when transitioning to `authorized` with `Full` consent

install_referrer_received Unity SDK

Android Play Install Referrer captured. Fires once per install. On first launch the Play Services fetch is usually still in flight when game_launch fires, so the event typically arrives on the second launch.Requires: EnableMobileAttribution = true, Full consent, Android only.Event name: install_referrer_received

Property	Type	Description
`install_referrer`	`string`	Raw referrer string from Google Play (e.g. `utm_source=google-play&utm_medium=organic`)

page Tracking Pixel Web SDK

The Tracking Pixel fires this automatically on every page load. In the Web SDK, call page() manually on each route change.

Property	Type	Tracking Pixel	Web SDK	Description
`session_id`	`string`	Every page	Every `page()`	Current session identifier
`utm_source`	`string`	Every page	Once per session	UTM source parameter from URL
`utm_medium`	`string`	Every page	Once per session	UTM medium parameter from URL
`utm_campaign`	`string`	Every page	Once per session	UTM campaign parameter from URL
`utm_term`	`string`	Every page	Once per session	UTM term parameter from URL
`utm_content`	`string`	Every page	Once per session	UTM content parameter from URL
`gclid`	`string`	Every page	Once per session	Google Ads click ID
`fbclid`	`string`	Every page	Once per session	Meta click ID
`ttclid`	`string`	Every page	Once per session	TikTok click ID
`msclkid`	`string`	Every page	Once per session	Microsoft click ID
`dclid`	`string`	Every page	Once per session	Display & Video 360 click ID
`li_fat_id`	`string`	Every page	Once per session	LinkedIn click ID
`referrer`	`string`	Every page	Once per session	Referring page URL
`landing_page`	`string`	Every page	Once per session	Entry point URL
`referral_code`	`string`	Every page	Once per session	Custom referral link parameter
`touchpoint_type`	`string`	Every page	Once per session	`'click'` when any click ID or UTM parameter is present
`ga_client_id`	`string`	Every page	-	Google Analytics client ID (from `_ga` cookie)
`fb_click_id`	`string`	Every page	-	Facebook click ID (from `_fbc` cookie)
`fb_browser_id`	`string`	Every page	-	Facebook browser ID (from `_fbp` cookie)

form_submitted Tracking Pixel

Fires on HTML form submission. Can be disabled with autocapture.forms: false.

Property	Type	Description
`form_action`	`string`	Form action URL
`form_id`	`string`	Form element ID
`form_name`	`string`	Form element name
`field_names`	`string[]`	Names of form fields
`email_hash`	`string`	SHA-256 hashed email address (`full` consent only)

scroll_depth Tracking Pixel

Fires when the user scrolls past a depth milestone (25%, 50%, 75%, 90%, 100%). Each milestone fires at most once per page load. On above-the-fold pages (all content visible without scrolling), fires depth: 100 with aboveFold: true after a 2-second dwell time to filter immediate bounces. Can be disabled with autocapture.scroll: false.

Property	Type	Description
`depth`	`integer`	Milestone reached: 25, 50, 75, 90, or 100
`aboveFold`	`boolean`	`true` on above-the-fold pages (only present when applicable)
`session_id`	`string`	Current session identifier

link_clicked (auto) Tracking Pixel

Fires on outbound link clicks (external domains only). Can be disabled with autocapture.clicks: false.

Property	Type	Description
`link_url`	`string`	Destination URL
`link_text`	`string`	Link display text
`element_id`	`string`	Link element ID
`outbound`	`boolean`	Always `true`

Predefined Events

Typed events for common player actions. These schemas apply to the Web SDK, the Unity SDK, and the REST API. Each event accordion below shows the typed call shape for every integration. Properties are identical across integrations unless noted. Each integration also auto-attaches its own metadata to every event. See Auto-attached metadata below.

Event schemas

sign_up Web SDK REST API

Player created a new account.Event name: sign_up

Property	Type	Required	Description
`method`	`string`	No	How the player signed up (e.g. `'email'`, `'google'`, `'passport'`)

Web SDK
REST API

audience.track(AudienceEvents.SIGN_UP, { method: 'email' });

{
  "type": "track",
  "eventName": "sign_up",
  "properties": { "method": "email" }
}

sign_in Web SDK REST API

Player signed in to an existing account.Event name: sign_in

Property	Type	Required	Description
`method`	`string`	No	Authentication method used (e.g. `'email'`, `'google'`, `'passport'`)

Web SDK
REST API

audience.track(AudienceEvents.SIGN_IN, { method: 'google' });

{
  "type": "track",
  "eventName": "sign_in",
  "properties": { "method": "google" }
}

purchase Web SDK Unity SDK REST API

Player completed a purchase.Event name: purchase

Property	Type	Required	Description
`currency`	`string`	Yes	Currency code (e.g. `'USD'`, `'ETH'`)
`value`	`number`	Yes	Total purchase value
`item_id`	`string`	No	Unique identifier for the item
`item_name`	`string`	No	Display name of the item
`quantity`	`number`	No	Number of items purchased
`transaction_id`	`string`	No	Your internal transaction reference

Postback forwarding: when Conversion Postbacks are configured for the game, attributed purchase events (including value and currency) are forwarded to the configured ad network for ROAS optimisation. See Outbound Forwarding.Player buys a sword for $9.99:

Web SDK
Unity SDK
REST API

audience.track(AudienceEvents.PURCHASE, {
  currency: 'USD',
  value: 9.99,
  item_name: 'Legendary Sword',
  quantity: 1,
});

ImmutableAudience.Track(new Purchase
{
    Currency = "USD",
    Value = 9.99m,
    ItemName = "Legendary Sword",
    Quantity = 1,
});

{
  "type": "track",
  "eventName": "purchase",
  "properties": {
    "currency": "USD",
    "value": 9.99,
    "item_name": "Legendary Sword",
    "quantity": 1
  }
}

progression Web SDK Unity SDK REST API

Player started, completed, or failed a level or stage.Event name: progression

Property	Type	Required	Description
`status`	`'start' \| 'complete' \| 'fail'`	Yes	Whether the player started, completed, or failed this segment
`world`	`string`	No	Top-level grouping (e.g. `'forest'`, `'dungeon'`, `'chapter-1'`)
`level`	`string`	No	Level within the world (e.g. `'3'`, `'boss'`)
`stage`	`string`	No	Sub-level or checkpoint within the level
`score`	`number`	No	Score achieved
`duration_sec`	`number`	No	Time spent in seconds

Player completed level 3 of the forest world with a score of 4500 in 2 minutes:

Web SDK
Unity SDK
REST API

audience.track(AudienceEvents.PROGRESSION, {
  status: 'complete',
  world: 'forest',
  level: '3',
  score: 4500,
  duration_sec: 120,
});

ImmutableAudience.Track(new Progression
{
    Status = ProgressionStatus.Complete,
    World = "forest",
    Level = "3",
    Score = 4500,
    DurationSec = 120,
});

{
  "type": "track",
  "eventName": "progression",
  "properties": {
    "status": "complete",
    "world": "forest",
    "level": "3",
    "score": 4500,
    "duration_sec": 120
  }
}

resource Web SDK Unity SDK REST API

Player gained or spent an in-game resource.Event name: resource

Property	Type	Required	Description
`flow`	`'sink' \| 'source'`	Yes	`'sink'` when the player spends a resource, `'source'` when they gain one
`currency`	`string`	Yes	The resource type (e.g. `'gold'`, `'gems'`, `'energy'`)
`amount`	`number`	Yes	Quantity gained or spent
`item_type`	`string`	No	Category of the item involved (e.g. `'weapon'`, `'consumable'`)
`item_id`	`string`	No	Unique identifier for the item

Player spends 500 gold on a weapon:

Web SDK
Unity SDK
REST API

audience.track(AudienceEvents.RESOURCE, {
  flow: 'sink',
  currency: 'gold',
  amount: 500,
  item_type: 'weapon',
  item_id: 'legendary-sword',
});

ImmutableAudience.Track(new Resource
{
    Flow = ResourceFlow.Sink,
    Currency = "gold",
    Amount = 500,
    ItemType = "weapon",
    ItemId = "legendary-sword",
});

{
  "type": "track",
  "eventName": "resource",
  "properties": {
    "flow": "sink",
    "currency": "gold",
    "amount": 500,
    "item_type": "weapon",
    "item_id": "legendary-sword"
  }
}

wishlist_add / wishlist_remove Web SDK REST API

Player added or removed a game from their wishlist.Event names: wishlist_add, wishlist_removewishlist_add:

Property	Type	Required	Description
`game_id`	`string`	Yes	Unique identifier for the game
`source`	`string`	No	Where the action happened (e.g. `'store'`, `'search'`, `'recommendation'`)
`platform`	`string`	No	Platform (e.g. `'steam'`, `'epic'`)

Web SDK
REST API

audience.track(AudienceEvents.WISHLIST_ADD, {
  game_id: 'game-123',
  source: 'store',
  platform: 'steam',
});

{
  "type": "track",
  "eventName": "wishlist_add",
  "properties": { "game_id": "game-123", "source": "store", "platform": "steam" }
}

wishlist_remove:

Property	Type	Required	Description
`game_id`	`string`	Yes	Unique identifier for the game

Web SDK
REST API

audience.track(AudienceEvents.WISHLIST_REMOVE, { game_id: 'game-123' });

{
  "type": "track",
  "eventName": "wishlist_remove",
  "properties": { "game_id": "game-123" }
}

email_acquired Web SDK REST API

Captured a player’s email address (e.g. from a newsletter signup or waitlist form).Event name: email_acquired

Property	Type	Required	Description
`source`	`string`	No	Where the email was collected (e.g. `'waitlist'`, `'newsletter'`, `'checkout'`)

Web SDK
REST API

audience.track(AudienceEvents.EMAIL_ACQUIRED, { source: 'waitlist' });

{
  "type": "track",
  "eventName": "email_acquired",
  "properties": { "source": "waitlist" }
}

game_page_viewed Web SDK REST API

Player viewed a game page.Event name: game_page_viewed

Property	Type	Required	Description
`game_id`	`string`	Yes	Unique identifier for the game
`game_name`	`string`	No	Display name of the game
`slug`	`string`	No	URL-friendly identifier (e.g. `'my-game'`)

Web SDK
REST API

audience.track(AudienceEvents.GAME_PAGE_VIEWED, {
  game_id: 'game-123',
  game_name: 'My Game',
  slug: 'my-game',
});

{
  "type": "track",
  "eventName": "game_page_viewed",
  "properties": { "game_id": "game-123", "game_name": "My Game", "slug": "my-game" }
}

link_clicked Web SDK REST API

Player clicked a tracked link.Event name: link_clicked

Property	Type	Required	Description
`url`	`string`	Yes	Destination URL
`label`	`string`	No	Display text or label for the link
`source`	`string`	No	Where the link appeared (e.g. `'navbar'`, `'footer'`, `'cta-banner'`)
`game_id`	`string`	No	Associated game identifier, if applicable

Web SDK
REST API

audience.track(AudienceEvents.LINK_CLICKED, {
  url: 'https://store.steampowered.com/app/123',
  label: 'Wishlist on Steam',
  source: 'cta-banner',
});

{
  "type": "track",
  "eventName": "link_clicked",
  "properties": {
    "url": "https://store.steampowered.com/app/123",
    "label": "Wishlist on Steam",
    "source": "cta-banner"
  }
}

milestone_reached Unity SDK

Player reached a named milestone or achievement. Use for one-shot accomplishments that do not fit the start/complete/fail shape of progression.Event name: milestone_reached

Property	Type	Required	Description
`name`	`string`	Yes	Milestone identifier (e.g. `'first_boss_defeated'`, `'tutorial_complete'`)

Player defeats the first boss:

Unity SDK

ImmutableAudience.Track(new MilestoneReached { Name = "first_boss_defeated" });

The Web SDK and REST API do not yet ship a typed equivalent. Studios on those surfaces can emit the same event by passing the event name directly.

Auto-attached metadata

The Web SDK and Unity SDK auto-attach a shared baseline to every event:

A persistent anonymous device identifier (anonymousId)
An integration tag identifying the SDK source
The library identifier and version
Locale, screen size, timezone, and user-agent string

The Web SDK additionally captures browser page context (current page URL, path, referrer, and title) on every event. The tabs below document only the integration-specific additions on top of that baseline. The backend additionally stamps received_at and IP-derived geo on every event regardless of integration.

Web SDK
Unity SDK

Method call	Auto-attached
every `track()` call	`session_id`
`track('sign_up', ...)`, `track('link_clicked', ...)`	`session_id` plus attribution signals from the current page URL
every `track()` call after `identify()` (Full consent only)	`userId`

Attribution values come from the page where the event fires, not the player’s landing page. A player who arrives via ?utm_source=discord, navigates to another page, then triggers sign_up will have no utm_source on that event. landing_page is not attached.

Method call	Auto-attached
every `Track` call after `Identify` (Full consent only)	`userId`

The shared baseline context is computed once at Init and attached unchanged to every event, rather than reassembled per call.

All Audience integrations use a three-tier consent model. Consent defaults to None and can be changed at any time. Changes take effect immediately. The Audience integrations do not provide a consent UI. You are responsible for building the cookie banner or privacy prompt and setting the consent level when the user makes a choice.

Level	What it does	When to set
None	Loads but collects nothing	Before consent is given or when consent is denied
Anonymous	Tracks activity without user identity	After analytics consent
Full	Tracks everything including user identity	After full tracking consent

Native games do not have a cookie banner. Studios typically gate the consent call on a first-launch privacy prompt or a settings menu. You can downgrade consent at any time. All integrations share this core behavior:

Full → Anonymous: strips player identity from queued events, removes pending identify() and alias() messages.
Any level → None: purges all queued events.

Tracking Pixel
Web SDK
Unity SDK
REST API

Clears the session cookie. The anonymous device cookie persists per its lifetime unless the user clears cookies in the browser.

Fires session_end on downgrade to None, then stops emitting until consent is restored. AnonymousId persists in native local storage across downgrades so a later upgrade resumes the same anonymous identity rather than minting a fresh one.

The tables below show whether each data category is collected at each consent level.

Tracking Pixel
Web SDK
Unity SDK
REST API

Data	`'none'`	`'anonymous'`	`'full'`
Cookies	`imtbl_anon_id`	`imtbl_anon_id`, `_imtbl_sid`	`imtbl_anon_id`, `_imtbl_sid`
Page views	No	Yes	Yes
Session events	No	Yes	Yes
Device fingerprint	No	Yes	Yes
Attribution signals	No	Yes	Yes
Outbound link clicks	No	Yes	Yes
Form submissions	No	Yes (no email)	Yes (hashed email)
Scroll depth milestones	No	Yes	Yes
Third-party ID stitching	No	Yes	Yes

Data	`'none'`	`'anonymous'`	`'full'`
Cookies	None	`imtbl_anon_id`, `_imtbl_sid`	`imtbl_anon_id`, `_imtbl_sid`
Session events	No	Yes	Yes
Device fingerprint	No	Yes	Yes
Attribution signals	No	Yes	Yes
`page()`	No	Yes	Yes
`track()`	No	Yes	Yes
`identify()`	No	No	Yes
`alias()`	No	No	Yes

Data	`None`	`Anonymous`	`Full`
Local storage	`AnonymousId` only	`AnonymousId`, queued events	`AnonymousId`, queued events
Session events (`session_start`, `session_heartbeat`, `session_end`)	No	Yes	Yes
`game_launch` (auto at `Init`)	No	Yes	Yes
Device fingerprint (CPU, GPU, RAM, OS, Unity version)	No	Yes (in `game_launch`)	Yes (in `game_launch`)
Custom `Track` calls	No	Yes	Yes
`Identify` (player identity)	No	No	Yes
IDFV, Android device ID (all mobile builds)	No	Yes (in `game_launch`)	Yes (in `game_launch`)
ATT status, SKAdNetwork registration (iOS attribution builds)	No	Yes (in `game_launch`)	Yes (in `game_launch`)
IDFA (iOS, attribution builds)	No	No	Yes, when ATT `authorized`
GAID, Install Referrer (Android, attribution builds)	No	No	Yes, from second launch (unless user opted out of ad personalization)

Outbound Forwarding

Most data collected by Audience integrations stays within Immutable. The exception is when Conversion Postbacks are configured for a game: attributed game_launch and purchase events are forwarded server-to-server to the configured ad network (TikTok Ads, Reddit Ads). Forwarded payloads contain only the fields each ad network requires for conversion matching:

Forwarded field	Source
Click ID (`ttclid` for TikTok Ads, click ID for Reddit Ads)	Captured by the Tracking Pixel or Web SDK from the URL when a player arrived from a paid ad
Event name (mapped to the network’s taxonomy)	The originating `game_launch` or `purchase` event
`value` and `currency`	The `purchase` event’s `value` and `currency` properties
Hashed email (Reddit Ads only, when no click ID is present)	The player’s `identify()` email, hashed with SHA-256

Player names, raw emails, wallet addresses, device fingerprints, session details, and event properties beyond the table above are not forwarded. Only events from players at anonymous or full consent are eligible. Forwarding requires explicit per-game configuration in Audience Hub; no postbacks fire for games without an active configuration. See Conversion Postbacks for setup, supported networks, and delivery monitoring.

What Is Not Collected

None of the Audience integrations collect the following:

No cross-domain tracking (first-party cookies only)
No session replay or screen recording
No heatmaps or mouse movement tracking
No A/B testing or feature flags
No impression or view-through tracking (click-through only)
No raw email addresses (only SHA-256 hashed, only at full consent)

Additionally, the Tracking Pixel does not support custom event tracking. Use the Web SDK, Unity SDK, or REST API for that.

Next Steps

Attribution

How tracking data powers player attribution and Hub reports

Tracking Pixel

Passive tracking snippet for marketing sites and landing pages

Web SDK

Typed SDK for web games, marketing sites, and SPAs

Unity SDK

In-game tracking for Unity games on PC and mobile.

REST API

Send events from your backend or game server

Conversion Postbacks

Send attributed conversions back to ad networks to improve campaign optimisation

Documentation Index

​Cookies

​Device Fingerprint Signals

​Attribution Signals

​Identity Stitching

​Auto-Tracked Events

​Predefined Events

​Event schemas

​Auto-attached metadata

​Consent Model

​Downgrading Consent

​Outbound Forwarding

​What Is Not Collected

​Next Steps

Attribution

Tracking Pixel

Web SDK

Unity SDK

REST API

Conversion Postbacks

Cookies

Device Fingerprint Signals

Attribution Signals

Identity Stitching

Auto-Tracked Events

Predefined Events

Event schemas

Auto-attached metadata

Consent Model

Downgrading Consent

Outbound Forwarding

What Is Not Collected

Next Steps