Digital FootprintHow to Limit Your Exposure Online

How Managing Your Digital Footprint Can Help Fight Identity Theft

How often do you think about the tracks you leave behind you wherever you go?

Think about your last visit to the beach, for instance. If we walk on wet sand, we leave our physical footprint. Anyone examining that indentation later might be able to discern certain details about us as a result. It might give away our shoe size, or the type of shoe we are wearing, for example.

Whenever we move through websites, apps, or other online spaces, we leave a digital footprint, with similar tell-tales about us. 

What is a “Digital Footprint?”

Digital Footprint

[noun]/di • jə • dl • fo͝ot • print/

As the name implies, a “digital footprint” generally refers to the trail that you leave online. It’s a composite profile, assembled based on many small pieces of data produced through your online activity.

Your digital footprint is composed of all the data and information about you that you leave behind in small fragments. When combined, that data can be used to create profiles of us.

We give companies a lot of data about ourselves, which they store and use, like our contact information, personal information, likes and dislikes, as well as our payment card data. We also offer up our location and device data, and even our browsing history. That data can all be left behind to be used for good (and some not-so-good) purposes.

Brands can use our digital footprints to develop profiles of us in order to provide better service and a more customized experience. However, fraudsters may also use the same tactics to build out a profile of a potential victim. 

What is the Difference Between “Active” and “Passive” Digital Footprints?

Every interaction, click, and keystroke we make contributes to the data trail we leave behind online. 

Some of this we are conscious of, like when we register for an account or service, or where we make a post on a social media platform. Then, there are things that are left behind or gathered without our explicit consent or understanding; my location, what browser I’m using, what kind of device I’m using or what other websites or services am I using. 

This trail is broadly categorized into “active” and “passive” digital footprints, each representing different ways our information is collected and used across the internet.

What is an Active Digital Footprint?

An active digital footprint consists of data that you consciously share or create online. This includes any information you voluntarily submit when you:

• Register for online accounts or services, such as social media platforms, email providers, or online shopping sites.
• Post or comment on social media, forums, or blogs.
• Fill out forms or surveys on the internet.
• Send emails or messages through online platforms.

This data exchange is deliberate. You’re actively choosing to make this information available. The control here lies primarily in your hands as you decide what to share, how much to share, how often, and with whom to share it. However, even within this voluntary disclosure, nuances exist, such as the settings that govern the visibility of your information and the terms of service that dictate how your data may be used by the receiving entity.

What is a Passive Digital Footprint?

Conversely, a passive digital footprint is formed by the data collected about you without your direct involvement, and potentially even without your consent. This type of footprint is generated when:

• Websites and advertisers track your browsing behavior, including the links you click, the pages you visit, and the amount of time spent on specific content.
• Data analytics tools collect information about the device you are using, such as the brand, operating system, IP address, or geographic location.
• Social media platforms and mobile apps track your usage patterns and interactions to tailor content and advertisements to your preferences.

This information is typically collected through cookies, device fingerprinting, and other tracking technologies that monitor and record your digital activities. Unlike the active footprint, you may not always be aware of the extent of data being gathered passively, nor might you understand the implications of this data collection.

Why Do Digital Footprints Matter?

Our world is now almost 100% digital, whether it is the way we interact with each other, interact with the government, or do our daily tasks like grocery shopping or turning on the lights at home. The amount of data that we “actively” or “passively” give will matter quite a bit, actually. 

Firstly, this data is valuable. Companies pay top dollar for quality information that allows them to accurately target products, services and offers to consumers. As consumers, we need to be more aware of how our digital footprint is being used in this way and be sure that we consent and are comfortable with this usage. 

Secondly, security is a major issue. We trust all sorts of companies with our data (passive, active, sensitive, and personal) without often understanding the security frameworks that they have to keep it safe from unauthorized use or criminals. If compromised, our digital footprint can be used in the online and real-world to impersonate us and commit acts of fraud. Our world is awash with stories of identity theft and stolen data being used by criminals. So, how we give away our own data (and to whom) is at the very beginning of how attractive it is for criminals or other bad actors.

A social media footprint is a goldmine for identity fraudsters who may want to convince a bank they are speaking to the “real” Craig McClure, for example. The scammer can round out information like my mother's maiden name, my favorite holiday, my kids’ birthdays. This is all information which is, sadly, pretty easy to grab from social platforms.

Digital Footprint Examples

An internet user's digital footprint can encompass hundreds of different activities. These digital traces are left through so many interactions online. Here are just a few examples of touchpoints that can leave behind usable impressions:

Each of these actions contributes to the construction of a detailed — and often permanent — online profile. It creates an outline of your individual preferences, behaviors, and lifestyle.

How to Identify Your Digital Footprint

Identifying your digital footprint involves gaining awareness of the traces of information you leave online, both actively and passively. This awareness can help you manage your online presence more effectively, protecting your privacy and controlling your personal data.

Here are a few practices you can adopt to start to understand, and exercise more control over, your digital footprint:

How Can Cardholders Protect Their Digital Footprint?

As a cardholder, it's important to actively protect your digital footprint to ensure your personal information remains secure and your privacy is preserved. Here are some strategies to help you manage and safeguard your digital traces effectively:

How Can Merchants Fight Identity-Based Fraud Attacks?

For merchants, stopping identity-based fraud attacks is critical for maintaining the integrity of their business. But it’s important to recognize that machines alone won’t fully protect your business from fraud and chargebacks. This is where a proactive, multifaceted approach comes into play.

I recommend that merchants:

At the end of the day, protecting your digital footprint is a critical first step toward insulating yourself (or your business) from identity theft and fraud. As long as you’re online, someone is tracking your activity. It’s very wise to be aware of that now and act accordingly. It’s your data. Take control of it.