A computer-implemented method for extracting and sharing application-related user data, the method comprising: extracting in-app data for at least one of a plurality of applications running on a computing device, the in-app data comprising content consumed by a user while the at least one application is running, and/or at least one user action taken in connection with the content; using an entity template associated with the at least one application, wherein the entity template comprises a plurality of templates for a corresponding plurality of page classes of the at least one application, each template of the plurality of templates comprising a user interface tree with a plurality of user interface, UI, elements (350, 352), each user interface element including an entity type (354, 356), an entity group identifier (358, 360), and an action type (362, 364), classifying (820; 906; 1004) a plurality of text strings (280, 290, 293; 307) associated with respective UI elements within the in-app data with a said entity type (354, 356) and a said entity group identifier specified by the entity template; and generating (830; 908; 1006) at least one user data item, UDI, by combining at least a portion of the classified plurality of text strings that are related by having the same entity group identifier and that are associated with entities and user actions which are extracted based on matches with one or more entity templates, such that the at least one user data item is accessible to a second application of the plurality of applications; wherein the entity group identifier includes a value indicative of entities which are assigned by applying pattern sequences to leaf nodes of the user interface tree; wherein the plurality of text strings are classified into one or more predefined categories based on at least the entity type and the entity group identifier; the method further comprising: storing the generated at least one UDI in a network store and providing access to second application to the store and to the stored at least one UDI. extracting in-app data for at least one of a plurality of applications running on a computing device, the in-app data comprising content consumed by a user while the at least one application is running, and/or at least one user action taken in connection with the content; using an entity template associated with the at least one application, wherein the entity template comprises a plurality of templates for a corresponding plurality of page classes of the at least one application, each template of the plurality of templates comprising a user interface tree with a plurality of user interface, UI, elements (350, 352), each user interface element including an entity type (354, 356), an entity group identifier (358, 360), and an action type (362, 364), classifying (820; 906; 1004) a plurality of text strings (280, 290, 293; 307) associated with respective UI elements within the in-app data with a said entity type (354, 356) and a said entity group identifier specified by the entity template; and generating (830; 908; 1006) at least one user data item, UDI, by combining at least a portion of the classified plurality of text strings that are related by having the same entity group identifier and that are associated with entities and user actions which are extracted based on matches with one or more entity templates, such that the at least one user data item is accessible to a second application of the plurality of applications; wherein the entity group identifier includes a value indicative of entities which are assigned by applying pattern sequences to leaf nodes of the user interface tree; wherein the plurality of text strings are classified into one or more predefined categories based on at least the entity type and the entity group identifier; the method further comprising: storing the generated at least one UDI in a network store and providing access to second application to the store and to the stored at least one UDI. storing the generated at least one UDI in a network store and providing access to second application to the store and to the stored at least one UDI.