Techniques are described for analyzing information network traffic to identify distinct devices connected to a network based on characteristics exhibited by the devices. Techniques may analyze some or all of network characteristics, device behavioral patterns, and/or device characteristics detected in network traffic. One or more of these characteristics, may be assigned to a profile associated with a device. This profile, by establishing one or more patterns of behavior and/or characteristics, may be used as a “fingerprint” to uniquely identify a device connected to a network even for devices that employ randomized identifiers, such as MAC addresses, that would otherwise obscure unique identification of the device. Profiles exhibiting similar patterns of behaviors and/or characteristics may be identified and merged to avoid duplicate identification of a same device.