It's not so much identity information (i.e. data about your identity), as much as data that can personally identify you. The obvious PII is your full name and s

It's not so much identity information (i.e. data about your identity), as much as data that can personally identify you. The obvious PII is your full name and social security number. That's your identity. But your credit card number or your address aren't your identity, per se, but still can personally identify you, so also considered PII. Things that are not normally considered PII is for example your OS or even specific device model (i.e. user is using iPhone 12 Pro is not normally considered PII). As usual, it's not a crystal clear definition, so varies by context, company, industry regulations and so on.