The only data whose provenance you can fully explain to a regulator, and increasingly the only data available as third-party tracking erodes. Its value depends entirely on collecting it deliberately rather than incidentally.
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- AutocaptureRecording interactions automatically instead of instrumenting each one. Quick to start with, expensive to govern once the schema drifts.
- Customer Data Platform (CDP)A system that unifies customer data from several sources into one profile. Countly builds those profiles in the same store the analytics runs on.
- Data governanceThe rules for what is collected, how it is named, who may see it and how long it is kept, decided before the data becomes a report.
- Data pipelineThe path an event takes from the SDK to the store: validation, transformation, consent checks and masking, in that order.
- EventOne recorded action with a timestamp, a user and a set of properties. The unit everything else on this page is built from.
- Event propertiesThe attributes carried by an event (plan, screen, version, value) that make it possible to break a metric down later.