User attributes allow you to define the important characteristics that represent a visitor's habits, preferences, actions, and engagement with your brand.
User attributes can be used in the segment editor to filter and target specific audiences with selected attributes.
Attributes also help you to analyze user-level behavioral patterns. You can view your user attributes in the user details page

How to create a user attribute

Conceptually, user attributes are collection properties captured in any given source. For a collection field to be labeled as an "Attribute" you need to assign this state in the Schema editor.

Assign the user attributes

Go to a specific source and select "Schema".
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Go over the fields in the schema and select those that represent user information (for example, email, gender, age, purchase amount and etc.)
Select the field and check the box for "Attribute" in the field configuration sidebar.
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Configure user attributes

Go to attributes page and create attributes for those collection fields you have previously checked.
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Enter the name of the attribute (name can be different from the selected in the schema editor).

Map attribute

Select the attribute that will be linked to this data item. Only collection fields that were checked in the schema editor as "Attributes" will appear in the list.

Merge strategy

Merge strategy will allow you define rules how attributes should be updated once user is identified (his profiles are merged) or new data is pushed to the attribute (for example user attribute location changed from United States to United Kingdom).
  • Most frequently used value — The value of the property that was used the most times.
  • First stored value — If both user profiles have a value, the oldest value (with the oldest timestamp) is used for the attribute.
  • Most recent value — Keeps the value that was the last set.
  • Keep all — The values from all attribute values are kept.


By checking this option, the profile property becomes available as a filter to create segments.


Determines if the member of the organization can view the attribute without PII access.


You can enter more details about the user attribute and what user information it carries.
Last modified 13d ago