This article describes the badge attribute data type and how to use it.

In this article:

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How it Works

Before you begin, familiarize yourself with the following:

A badge is a special visitor attribute for capturing interesting behavior about a customer. Badges are the building blocks for discovering audiences. Badges represent visitor behavior patterns that are relevant to your business. A behavior is defined using attributes and rules that describe its conditions.

For example, you might be interested in the behavior of visitors that frequently browse your site but do not make a purchase. In this case, the following behaviors might characterize this type of visitor:

  • Visited - has visited the site 3 times in the last 7 days.
  • Showed Interest - has viewed a product details page or read an article.
  • Did Not Convert - has not purchased or signed up for a service.

This pattern of behavior could be configured as a badge attribute named "Window Shopper" to identify the visitors that match its behavior.

The badge attribute is available in the following scopes: Visitor.

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Badge Associations

Badge associations allow you to quickly assign multiple badges based on other badges the visitor has earned. Typically, you would trigger a badge assignment based on a certain browsing behavior or criteria, but with badge associations you can trigger more than one badge assignment after the visitor has successfully earned the qualifying badge(s).

Learn more about setting up badge associations.


Badges are assigned to and removed from visitors based on the logic of their rules. Each new visitor is assigned a default badge named "Unbadged". This badge is automatically removed once the visitor earns a custom badge. Badges are assigned (and removed) using the following enrichments.

Assign Badge

Assigns the badge to a visitor when a set of conditions are met. All visitors are initially unbadged. For example, to assign the "Window Shopper" badge, it must be determined if the visitor navigated away from the site without purchasing.

Attribute Name: "Window Shopper"

Starting Value "Unbadged"
Resulting Value "Window Shopper"

Remove Badge

Removes an assigned badge when the visitor no longer satisfies the conditions. For example, a "Window Shopper" badge is removed once the visitor makes a purchase.

Attribute Name: "Window Shopper"

Starting Value "Window Shopper"
Resulting Value "Unbadged"

Assign Badge from Another Badge

Assigns a badge based on another badge. For example, a "Window Shopper" badge is replaced with a "Cart Abandoner" badge once the visitor abandons a cart. Of course, a visitor can have more than one badge, so a visitor can be a "Window Shopper" and a "Cart Abandoner".

Attribute Name: "Cart Abandoner"

Starting Value "Window Shopper"
Resulting Value "Cart Abandoner"

Popular Badges

These are popular badges. For a more complete list of popular badges, see Popular Badges.

Badge Name Description
Known Visitor
  • Assigned when we capture an important identifier of the visitor
  • For example: Customer ID (client's ID), Customer Email, Facebook ID
  • Possible Action to take: none, but used in an Audience to ensure the visitor is targetable with a selected vendor API
  • These visitors are more commonly targeted via Email or Social Media
Unknown Visitor
  • Assigned when the visitor has yet to authenticate on the website
  • Authenticate does not necessarily mean they have logged in, if a visitor comes to the site from an email and the email is in the URL then we've determined who the visitor is and they've "authenticated"
  • Possible Action to take: display a modal to the visitor encouraging them to identify themselves
  • These visitors are more commonly targeted via Display Ad
Window Shopper
  • A visitor who visits the site often but does not purchase
  • For example: a visitor who has been to the site 3 times in the last 7 days, has viewed a product details page or read an article, and has not purchased or signed up for a service
  • Possible Action to take: determine their affinity to a category and change the landing page of the next session to personalize the experience
  • A visitor who has converted
  • For example: purchased a product or signed up for a service
  • Possible Action to take: email in 2 weeks with an offer enticing to make another purchase or an email showing related items for purchase, for example if the visitor bought a baseball bat offer a baseball bag and batting gloves
  • Possible Action: remove visitor from retargeting campaign so they are not remarketed unnecessarily

Browse Abandoner

  • A visitor who has viewed a product and did not add an item to the cart.

  • Possible Action to take: if a Known Visitor and Facebook ID is known, send data to Facebook to retarget the brand to the visitor.

Cart Abandoner

  • A visitor who has added an item to the cart and did not purchase.

  • Possible Action to take: if email address is known, send a personalized email with the abandoned items.

Search Abandoner

  • A visitor who has landed on the site from a search engine and has not completed a qualifying action, such as 3 page views in the visit.


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