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Personally identifiable information (PII)

PII is any data that can identify a person, such as a name, email address, phone number or IP address.

Written by Reflective Data experts · updated Oct 5, 2026

Privacy regulations like the GDPR restrict how PII is collected, stored and shared. In analytics, the usual approach is to avoid sending PII to tools, and to protect it with access controls and pseudonymisation in the warehouse.

Check every event and parameter for accidental PII, such as emails in URLs.

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