User profiles refer to a collection of information about an individual user that is used by websites, applications or other digital services to personalize and tailor their experience for each unique visitor. This can include data such as age, gender, location, interests, preferences, behavior patterns, and more. User profiles are typically created using cookies, which store small amounts of information on a user's device that can be accessed by the website or service to provide relevant content, targeted advertising, and other personalized experiences. By analyzing this data, digital services can better understand their users and deliver more engaging and effective experiences for each individual visitor.