Behavioral data refers to the information collected about how users interact with websites, apps, or digital campaigns. It goes beyond who people are to show what they do—pages visited, clicks, time spent, items added to a cart, or emails opened. This data helps marketers understand intent and predict future actions.
For example, if a user browses several pages about running shoes but doesn’t buy, that behavior indicates interest. Advertisers can use this information to retarget them with related offers. Similarly, analyzing patterns across thousands of users can reveal which parts of a website convert best or where people drop off.
Behavioral data fuels personalization. It allows brands to deliver relevant content at the right time, increasing engagement and conversions. However, it must be handled responsibly. Privacy regulations require transparency and consent for tracking, and data should be anonymized wherever possible. When collected ethically and used wisely, behavioral data transforms raw actions into insights that improve both marketing efficiency and user experience.
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