How scammers use your data to create personalized tricks that work

Think of your digital footprint as your online shadow—the trail you leave behind whenever you browse, post, shop, or even appear in someone’s contact list. It’s your likes, reviews, comments, and all the little traces you didn’t mean to share. Together, they paint a picture of you—one that friends, employers, and yes, scammers can see.

Step 1: Your active footprint

Your active footprint is everything you choose to share online. Every photo, product review, or status update you post adds another brushstroke to your online portrait. Over time, those choices form a public story about who you are—your interests, values, and connections. That story shapes how people, employers, and even algorithms see you.

Step 2: Your passive footprint

Your passive footprint is the quieter one—the data you leave behind without meaning to. Every website you visit, every cookie that tracks your clicks, every photo that quietly tags its GPS location adds to it. These fragments often work in the background, invisible but persistent, quietly mapping your habits, preferences, and even your movements.

You step in more stuff than you think

Your personal data is scattered in more places than you’d expect. Social networks like Facebook, LinkedIn, and TikTok hold snapshots of your life and relationships. Government databases, company websites, and news mentions might hold your name or location. Forums, review sites, and shopping accounts keep their own records. And data brokers collect and sell huge bundles of personal details, sometimes packaging them into lists anyone can buy. Even if you’ve never shared something directly, chances are it’s already out there.

Alone, small details don’t seem like much—a nickname here, a photo there—but stitched together they can reveal a lot. Your job title, home city, favorite restaurant, even your pet’s name (a popular security question!) can help someone impersonate or target you. Combine that with info leaked in data breaches, and attackers can build an eerily complete version of you—ready-made for scams or identity theft.

To stay safe, it helps to see the world the way a scammer does: your online details are puzzle pieces, and they’re putting the picture together.

Scraping

Attackers use automated tools to pull information from public pages across the internet. That can include your bio, job history, or photos from social media, or your name and email address from company websites and online forums. All technically “public,” but when combined, they create a full dossier of your online life.

Breaches

When companies get hacked or fail to secure their databases, your data can spill into the open. Big names like Equifax, LinkedIn, and Yahoo have all been hit. Leaks like these often contain names, addresses, phone numbers, and passwords—and once data hits the dark web, it can circulate for years. That’s why old breaches can still come back to haunt you.

Brokers

Data brokers legally collect information from public records and commercial sources, then sell detailed profiles for advertising and risk scoring. On the dark web, things get murkier: stolen logins, payment info, and even full identity kits (“fullz”) are traded by criminals. You’ll never meet these markets—but your data might end up there anyway.

Social engineering

Social engineering is where information meets manipulation. Attackers blend the details they find—your social posts, work info, or breached credentials—to make scams feel real. They might impersonate your boss, your bank, or even you. These scams work because they sound familiar, borrowing the tone and timing of real interactions.

Here are just a few examples of how personal content shared online—even casually or lovingly—can be reused in ways you’d never imagine.

****AI voice scams that sound heartbreakingly real****

When a mother in the US received a call from her daughter saying she’d been in a car accident and needed bail money, she didn’t hesitate to help. The voice on the other end sounded exactly like her, but it wasn’t. It was an AI-generated clone.

Scammers don’t need much to pull this off—just a few seconds of clear speech. That could come from a TikTok clip, a podcast snippet, a YouTube video, or even a Facebook post where your child’s voice can be heard in the background. Once they have that audio, AI tools can replicate tone, emotion, and phrasing so accurately that even family members struggle to tell the difference.

****The Facebook photo that gives away your location****

You don’t need to tag your location for someone to find you. A recent Malwarebytes investigation showed how AI can now identify where a photo was taken just from the background—down to the street, storefront, or skyline. That means every sunny brunch pic or family snapshot on Facebook could quietly reveal where you live, work, or spend time.

Attackers can use this information to craft more convincing local scams—pretending to be from nearby businesses, schools, or community groups to earn your trust. It’s a sharp reminder that even innocent photos can expose more than you intend.

****When scammers know just enough to sound official****

Earlier this year, Californians were hit with a wave of fake tax refund texts and emails. The messages looked convincing—complete with government logos, correct refund amounts, and links to realistic-looking sites. But the senders weren’t tax officials. They were scammers who had pieced together public and leaked data to make their messages sound real.

That data can come from anywhere—a tagged post that shows you live in California, a LinkedIn page that lists your workplace, or a data broker that sells demographic info. When combined, these fragments let criminals target specific regions or groups, making their scams feel personal and timely.

S – Share less, on your terms

Tighten privacy settings on your social accounts so only people you trust can see your posts. Avoid oversharing—travel plans, birthdays, and addresses are gold for scammers. And skip those “fun” quizzes and surveys; they’re often data collection traps in disguise.

A – Arm your logins

Use a password manager to create strong, unique passwords for every account. Turn on multi-factor authentication (MFA) wherever possible. Avoid using personal details—pets, schools, hobbies—in passwords or security questions.

F – Find your exposure

Set up Google Alerts for your name and nicknames to see when new information about you pops up. Run a free scan with Malwarebytes Digital Footprint Portal to find out if your email appears in data breaches, and change affected passwords fast. Many banks and credit cards also offer free identity monitoring—use it.

E – Evaluate trust

Treat surprise messages and calls with healthy skepticism, especially if they sound urgent. Verify requests by going directly to official websites or contact numbers. And talk to family about scams—kids and seniors are often the most common targets.

S – Stay updated

Keep your software, devices, and apps current. Security updates close the loopholes that criminals love to exploit. Use an up-to-date real-time anti-malware solution with a web protection component—and follow us to stay alert to new scams and major data leaks.

Your digital footprint tells a story, but you don’t need to vanish from the internet, just manage what you leave behind. A few small, consistent habits can keep your online shadow short, sharp, and safely under your control.

We don’t just report on scams—we help detect them

Cybersecurity risks should never spread beyond a headline. If something looks dodgy to you, check if it’s a scam using Malwarebytes Scam Guard, a feature of our mobile protection products. Submit a screenshot, paste suspicious content, or share a text or phone number, and we’ll tell you if it’s a scam or legit. Download Malwarebytes Mobile Security for iOS or Android and try it today!