Group Profile

A group profile is an analytical entity that gathers several users under a larger unit — a company, team or account — so behavior can be seen at the organization level, not just the individual.

A group profile is the pillar of B2B analytics, where the real customer is a company, not a person; ten employees of an organization all tie to one account and the right question becomes “how active is this account,” not “this user.” This shift of the unit of analysis from individual to group creates new metrics: account health, an organization engagement score, account-level churn. But a group profile depends on a hard prerequisite: each user must be tied to their correct group, and that tying often needs an external identifier (an org ID from a CRM, say) that a web analytics tool usually does not have. For general web analytics, whose unit is the session and the unique user, a group profile is usually not relevant; the concept belongs to SaaS products with an account structure.