Data Dictionary

The Tracking Pixel and Web SDK are currently in alpha. The data collected may change between releases.

A reference of all data collected by the Tracking Pixel and Web SDK, organized by category. Useful for privacy reviews, legal assessments, and technical audits.

Cookies

First-party cookies only. No third-party cookies are created.

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.

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

Attribution Signals

Captured from the URL and browser. The Tracking Pixel collects these on every page load. The Web SDK captures them at initialization and attaches them once per session.

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` parameter if present

Auto-Tracked Events

Events managed by the SDK or pixel. Session events fire automatically. The page event is automatic for the Tracking Pixel but requires manual page() calls in the Web SDK.

session_start Tracking Pixel Web SDK

Fires when a new session begins (no active _imtbl_sid cookie), or in the Web SDK when consent upgrades from 'none'.

Property	Type	Description
`sessionId`	`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

Fires on page unload (pixel) or when shutdown() is called (Web SDK). Only fires if consent is above 'none'.

Property	Type	Description
`sessionId`	`string`	Current session identifier
`duration`	`number`	Seconds since session start

Both surfaces use fetch with keepalive: true to ensure delivery on page unload.

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
`sessionId`	`string`	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
`gaClientId`	`string`	Every page	—	Google Analytics client ID (from `_ga` cookie)
`fbClickId`	`string`	Every page	—	Facebook click ID (from `_fbc` cookie)
`fbBrowserId`	`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
`formAction`	`string`	Form action URL
`formId`	`string`	Form element ID
`formName`	`string`	Form element name
`fieldNames`	`string[]`	Names of form fields
`emailHash`	`string`	SHA-256 hashed email address (`full` consent only)

link_clicked (auto) Tracking Pixel

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

Property	Type	Description
`linkUrl`	`string`	Destination URL
`linkText`	`string`	Link display text
`elementId`	`string`	Link element ID
`outbound`	`boolean`	Always `true`

Predefined Events

Typed events for common player actions.

sign_up Web SDK

Player created a new account.

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

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

sign_in Web SDK

Player signed in to an existing account.

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

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

purchase Web SDK

Player completed a purchase.

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

Player buys a sword for $9.99:

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

game_launch Web SDK

Player launched the game.

Property	Type	Required	Description
`platform`	`string`	No	Platform the game launched on (e.g. `'steam'`, `'web'`, `'epic'`)
`version`	`string`	No	Game version string
`buildId`	`string`	No	Build identifier from your CI/CD pipeline

Player launches the game on Steam:

audience.track(AudienceEvents.GAME_LAUNCH, {
  platform: 'steam',
  version: '1.2.0',
});

progression Web SDK

Player started, completed, or failed a level or stage.

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
`durationSec`	`number`	No	Time spent in seconds

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

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

resource Web SDK

Player gained or spent an in-game 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
`itemType`	`string`	No	Category of the item involved (e.g. `'weapon'`, `'consumable'`)
`itemId`	`string`	No	Unique identifier for the item

Player spends 500 gold on a weapon:

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

wishlist_add / wishlist_remove Web SDK

Player added or removed a game from their wishlist.wishlist_add:

Property	Type	Required	Description
`gameId`	`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'`)

wishlist_remove:

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

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

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

email_acquired Web SDK

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

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

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

game_page_viewed Web SDK

Player viewed a game page.

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

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

link_clicked Web SDK

Player clicked a tracked link.

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'`)
`gameId`	`string`	No	Associated game identifier, if applicable

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

Both the Tracking Pixel and Web SDK use a three-tier consent model. Consent defaults to 'none' and can be changed at any time — changes take effect immediately.

Level	What it does	When to set
`'none'`	Loads but collects nothing	Before cookie banner interaction or when consent is denied
`'anonymous'`	Tracks activity without user identity	After the user accepts analytics cookies
`'full'`	Tracks everything including user identity	After full tracking consent

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

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

Web SDK

Data	`'none'`	`'anonymous'`	`'full'`
Cookies	None	`imtbl_anon_id`, `_imtbl_sid`	`imtbl_anon_id`, `_imtbl_sid`
Session events	—	✓	✓
Device fingerprint	—	✓	✓
Attribution signals	—	✓	✓
`page()`	—	✓	✓
`track()`	—	✓	✓
`identify()`	—	—	✓
`alias()`	—	—	✓

What Is Not Collected

Neither the Tracking Pixel nor the Web SDK collect the following:

No cross-domain tracking (first-party cookies only)
No session replay or screen recording
No heatmaps or mouse movement tracking
No scroll depth 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 for that.

PRODUCTS

GUIDES

Cookies

Device Fingerprint Signals

Attribution Signals

Auto-Tracked Events

Predefined Events

What Is Not Collected

Next Steps

Tracking Pixel

Web SDK

PRODUCTS

GUIDES

​Cookies

​Device Fingerprint Signals

​Attribution Signals

​Auto-Tracked Events

​Predefined Events

​Consent Model

​What Is Not Collected

​Next Steps

Tracking Pixel

Web SDK

Cookies

Device Fingerprint Signals

Attribution Signals

Auto-Tracked Events

Predefined Events

Consent Model

What Is Not Collected

Next Steps