Techniques described herein may be used to dynamically apply content filters to a user device by identifying the user operating the user device. An analytics server may collect information relevant to identifying the user, or the type of user (e.g., a child, a teenager, or an adult), and cause a content filter to be applied to the user device based on the user and content requested by the user. As such, systems and methods described herein provide techniques for applying a content filters based on the actual user that is operating the user device, as opposed to the just the user device itself.