Our Customer Data Platform (CDP) comes with 80+ default user attributes, including device, location and traffic source. It fetches data for these attributes from Analytics. However, you can easily add new attributes and choose where the data comes from.
In this article, we’ll explain how to add custom attributes and edit them if necessary.
Before you start
Here are a few helpful things to know before you start:
- Custom attributes can’t be deleted. But you can always edit them and change their name and data source.
Add a custom attribute
To add a custom attribute, follow these steps:
- Go to Menu > Customer Data Platform.
- Navigate to Attributes.
- Click Add a custom attribute.
Note: You can also create a custom attribute by clicking the ⋯ three-dot icon next to the existing attribute and selecting ‘Create from‘. This option allows you to generate a new attribute based on the existing one and is often used to change the aggregation method.
- Name your attribute.
- Select an attribute type. The options are: number, string, IP, bool or date and time.
- Choose an aggregation method. The available methods depend on the attribute type you’ve selected. The options include: first, last, first & last, list, list unique, maximum, minimum or sum.
Note: Aggregation methods determine how data is combined. For example, ‘first’ and ‘last’ return the initial and final values, ‘list’ displays all values, ‘maximum’ and ‘minimum’ give the highest and lowest values, and ‘sum’ provides the total.
- Click Advanced settings.
- Choose the source for your attribute data. The available options are:
- Data import: Use this option if you want to fetch data from external sources like marketing automation tools, CRMs or advertising platforms.
- Analytics: Use this option if you want to use Analytics data. This is useful if you want to change the aggregation method.
- Click Save.
- All set! If you’ve chosen data import as your source, now make sure the data gets fetched from your external source. You can do this through the user interface or API.
Edit a custom attribute
To edit a custom attribute, follow these steps:
- Go to Menu > Customer Data Platform.
- Navigate to Attributes.
- Select User attributes.
- Find the attribute you want to edit in the list.
- Click the ⋯ three-dot icon next to your attribute.
- Click Edit.
- Edit the attribute detail and click Save.
- All done!
Default attributes
Here’s a list of the default attributes available in our CDP.
Consent
| Attribute name | Event data key | Type | Aggregation | Category |
|---|---|---|---|---|
| Consent to A/B testing and personalization | analytics.consent_type_ab_testing_personalization | Bool | Last | Consent |
| Consent to analytics | analytics.consent_type_analytics | Bool | Last | Consent |
| Consent to conversion tracking | analytics.consent_type_conversion_tracking | Bool | Last | Consent |
| Consent to marketing automation | analytics.consent_type_marketing_automation | Bool | Last | Consent |
| Consent to remarketing | analytics.consent_type_remarketing | Bool | Last | Consent |
| Consent to user feedback | analytics.consent_type_user_feedback | Bool | Last | Consent |
| Custom consent | analytics.consent_type_custom_1 | Bool | Last | Consent |
Device & platform
| Attribute name | Event data key | Type | Aggregation | Category |
|---|---|---|---|---|
| Browser engine | analytics.browser_engine | String | First & Last | Device & platform |
| Browser language | analytics.browser_language_iso639 | String | First & Last | Device & platform |
| Browser name | analytics.browser_name | String | First & Last | Device & platform |
| Browser version | analytics.browser_version | String | First & Last | Device & platform |
| Device brand | analytics.device_brand | String | First & Last | Device & platform |
| Device model | analytics.device_model | String | First & Last | Device & platform |
| Device type | analytics.device_type | Number | First & Last | Device & platform |
| IPv4 address | analytics.location_ipv4 | Ip | First & Last | Device & platform |
| IPv6 address | analytics.location_ipv6 | Ip | First & Last | Device & platform |
| Operating system | analytics.operating_system | String | First & Last | Device & platform |
| Operating system version | analytics.operating_system_version | String | First & Last | Device & platform |
| Resolution | analytics.resolution | String | First & Last | Device & platform |
| Resolution height | analytics.resolution_height | Int | First & Last | Device & platform |
| Resolution width | analytics.resolution_width | Int | First & Last | Device & platform |
Location
| Attribute name | Event data key | Type | Aggregation | Category |
|---|---|---|---|---|
| City | analytics.location_city_geoname_id | Number | First & Last | Location |
| Continent | analytics.location_continent_iso_code | String | First & Last | Location |
| Country | analytics.location_country_iso_code | String | First & Last | Location |
| Latitude | analytics.location_latitude | Number | First & Last | Location |
| Longitude | analytics.location_longitude | Number | First & Last | Location |
| Organization | analytics.location_organization | String | First & Last | Location |
| Provider | analytics.location_provider | String | First & Last | Location |
| Subdivision | analytics.location_subdivision_1_iso_code | String | First & Last | Location |
| Subdivision 2 | analytics.location_subdivision_2_iso_code | String | First & Last | Location |
Traffic
| Attribute name | Event data key | Type | Aggregation | Category |
|---|---|---|---|---|
| Campaign content | analytics.campaign_content | String | First & Last | Traffic |
| Campaign ID | analytics.campaign_id | String | First & Last | Traffic |
| Campaign name | analytics.campaign_name | String | First & Last | Traffic |
| Channel | analytics.referrer_type | Number | First & Last | Traffic |
| Gclid | analytics.campaign_gclid | String | List unique | Traffic |
| Keyword | analytics.keyword | String | First & Last | Traffic |
| Referrer URL | analytics.referrer_url | String | First & Last | Traffic |
| Source | analytics.source | No case | First & Last | Traffic |
| Source / medium | analytics.source_medium | No case | First & Last | Traffic |
User
| Attribute name | Event data key | Type | Aggregation | Category |
|---|---|---|---|---|
| First activity time | analytics.server_time | Date Time | Minimum | User |
| First visited page URL | analytics.event_url | String | First | User |
| Goal names | analytics.goal_uuid | String | List unique | User |
| Last activity time | analytics.server_time | Date Time | Maximum | User |
| Last order time | analytics.order_time | Date Time | Maximum | User |
| Last visited page URL | analytics.event_url | String | Last | User |
| Total goal revenue | analytics.goal_revenue | Number | Sum | User |
| Total revenue | analytics.revenue | Number | Sum | User |
User identifiers
| Attribute name | Event data key | Type | Aggregation | Category |
|---|---|---|---|---|
| Cookie ID | analytics.cookie_id_hex | Hex | List unique | User identifiers |
| User ID | analytics.user_id | String | List unique | User identifiers |
| Visitor ID | analytics.visitor_id_hex | Hex | List unique | User identifiers |