Account Profile

An account profile is the stored record of one customer organisation, holding that organisation's attributes and the aggregated behaviour of the users who belong to it.

The record is keyed by an account identifier and its values are updated by group-level calls rather than by individual user events. What separates it from a user profile is the nature of the attributes: plan, industry, seat count and contract start date describe the organisation, not the person. A frequent error is using account attributes for segmentation as if they were user attributes, then reporting a rate whose denominator is people but whose label is a company, which silently gives large accounts several times the weight. The second point is that an account profile holds current state, so filtering historical reports with it means reading the past under today's labels.