Individual Profile

The Individual Profile page allows analysts and business stakeholders drill down from Journey Discovery Analytics page to understand specific individual behavior on a certain journey step and/or journey step transition.

There are two ways to reach the Individual Profile page:

  • Via the sankey as shown below

From Journey Step
  • Via a deep link shared by another analyst or business stakeholder


The Individual Profile page is broken into three main sections:

  • General

  • Behavior Details

  • Activity

The Individual Profile page displays data in real-time, with the exception of the Engagement Score card.

When you drill down from a Sankey you will see a profile randomly selected from the population of individuals (segment) who have undertaken that journey step or transition. You can use the Next Profile and Previous Profile (after the first profile) buttons to sample more individuals in that segment, up to 10,000 profiles. If you were to reach the last profile in the segment it will cycle you back to the first.

When viewing any profile the URL can be recorded, bookmarked, or shared and will always bring you back to this profile. Only authenticated Kitewheel users can see the profiles.


This section houses Identifiers and Attributes and is meant to give analysts and business stakeholders an understanding into what identifiers are captured for a particular profile.

KWID and Identifiers

The KWID (Kitewheel Identifier) and Identifiers cards show the information has been captured and assigned to this profile. This is meant to help analysts and business stakeholders understand whether this profile is a known vs unknown.

A KWID is automatically assigned to a profile when a Journey Step, Interaction and/or Save Profile node is used in the graph execution. The first KWID is what is used for profile deep linking. The Identifiers card shows all the identifiers as defined in the Profile Metadata tab under Project Settings. Due to data privacy concerns, Kitewheel will only show if an identifier value is captured by showing “Stored” and if there are no values captured for the identifiers, the Identifier card will display “N/A”.


You can view the full list of attributes as defined in your graph schema by clicking on the Attributes button in the upper right hand corner of the Profile page.

Clicking on the Attributes button will pull up a dialogue box where you will see the full list attributes and which values associated to the attributes, if captured. As an example, in the image shown below, you know that this profile is from USA as the country, went to Kitewheel University as the school so on and so forth. Any attributes that do not have values associated would mean either the attribute is not defined in the graph execution and/or the profile did not provide this information.

You will also be able to search for the attribute to see if there is a value associated to it. The search capability functions the same way as the graph schema search. As a friendly reminder, you will only be able to search by attribute keys and not its values. For example, you will be able to search for “School” but not “Kitewheel University”. You are also able to view the attributes as a JSON display by clicking on the JSON green button within the Attributes dialogue box.

Behavior Details

The individual profile's full set of activities are shown in a timeline format. You can see when the individual profile was first tracked and which interactions and journey steps this profile has done in any given timeframe. By default, the “Active Days” filter is applied and filters out any days that have zero events recorded for the profile. You can use the calendar view to understand if there are any chunks of days where a profile is inactive to help get a sense of the profile’s behavior.

You can scroll within the timeline view or use the calendar to find the date you are most interested in. Both the calendar and the date divider bar shows the total number of events recorded for that day. The date divider bar also sums up all the engagement score recorded if the profile has interactions recorded.

You can also use the filter drop down to view only journey steps or interactions.

The search bar will allow you to search for any journey step and/or interaction names so you can more quickly get to the dates that have those journey steps or interactions. When using the search or filter bar, the date divider will also update to indicate the number of events you have filtered out by day as shown below.


Active Journeys

The Active Journey card shows if a profile is still progressing through a journey or have completed a journey. The green in-progress checkmark icon shows when a profile has entered a journey (defined by the journey start step) but not yet completed a journey (defined by hitting the journey end step). If a profile has completed the journey, then the green in-progress checkmark will change to black checkmark indicating that the profile has completed the journey.

If a profile is repeating the journey, the checkmark icon will update from black to green in-progress.

Engagement Score

Engagement Score card represents the summation of the engagement scores of all the interactions taken by the profile and how the score compares with the population’s average. The card also shows how the individual profile’s engagement score has trended over time, from the first tracked date to the previous day. Engagement scores, which are assigned to interactions, must be created within the Profile Metadata tab under Project Settings.


The Channel card shows the breakdown of all the channels in which a particular profile has engaged. Channels are defined and associated to interaction data and can be found in the Profile Metadata tab.