Attributes are the foundation of your implementation and are used to help you understand your customers' behavior and interaction with your brand. In Tealium iQ Tag Management, attributes are used to define data associated to the properties of a visitor, the characteristics of a visitor's session, and any event data collected in real-time. Common examples of attributes include Email Address, Member ID, Product Category, Date of Last Visit, and Active Browser.
This article provides an overview of how attributes are used and basic steps to add, duplicate, or remove an attribute.
In this article:
Attributes are the building blocks of your solution. They define the data that flows from your sources of data through to your vendor integrations. They are used in rule definitions, audience creation, and connector settings. Attributes have the following properties, which are set when you define them: Scope, Data Type, Enrichment, and Rule.
Scope refers to how long an attribute persists in real-time.
The following table lists supported scopes:
|Scope||Description / Examples||Uses|
Attributes associated with individual events that describe the page, content, and real-time actions being taken by a customer.
Examples: Page Name, Product Price, Event Name, Order Total, etc.
Event attributes are sourced from the following values:
Attributes about a particular visit (or session). Data persists for the length of the visit.
Examples: Visit Duration, Browser Used, Referring URL, and Carted Products.
Attributes about a particular visitor across all visits.
Examples: Email Address, Member ID, Lifetime Order Total, and Category Views.
This data follows a visitor from session to session and across different devices. Visitor data persists even after the current visit ends.
For importing offline data via the Omnichannel service. This scope does not require a data type.
Omnichannel attributes are defined when you define your file imports.
Attributes come in a variety of types, from a basic number or, to the more powerful tally and badge. The data type determines the format in which the attribute value is stored.
The following data types are supported:
|Number||Stores numerical values such as order total, lifetime event count, or number of days since last visit.|
|String||Stores text values such as first/last name, address, favorite product, and page name.|
|Boolean||Stores only one of two values: 'true' and 'false'. Boolean can be used for indicating the status of a visitor action or visit.|
|Array of Numbers||Stores multiple numeric values as an array. The array may contain unique or duplicate numeric values.|
|Array of Strings||Stores multiple string values as an array. The array may contain unique or duplicate string values.|
|Array of Booleans||Stores multiple Boolean (true/false) values as an array. The array may contain unique or duplicate Boolean values.|
|Tally||Stores one or more key-value pairs.|
|Set of Strings||Stores a collection of unique string values as a Set.|
|Date||Stores the date of a visitor event or particular visit.|
|Funnel||Tracks the status of every step in a multi-step event, such as payment funnel and registration.|
|Timeline||Records all occurrences of a visitor action within a time range.|
|Badge||Assigns a visual mark or symbol to visitors who meet certain criteria or browsing behavior.|
|Visitor ID||Stores visitor's unique traits as their secondary identifier.|
This matrix shows which data types are available for each scope.
|Data Type||Event Scope||Visit Scope||Visitor Scope|
|Array of Numbers||✔||✔||✔|
|Array of Strings||✔||✔||✔|
|Array of Booleans||✔||✔||✔|
|Set of Strings||✔||✔|
An enrichment is the use of custom logic to transform an attribute from a static value to a dynamic one. This is used to create new data values or modify existing data. Pre-built enrichments are available for each data type.
Learn more: Using Enrichments
A rule provides additional logic for the purpose of triggering an enrichment.
Creating a new rule through the enrichments dialog box automatically applies it to the enrichment.
From the left navigation bar, go to AudienceStream > Visitor / Visit Attributes to view your attributes. You can optionally filter your view by clicking on any the available options on the left. Click the desired attribute to view the details.
Use the following steps to add an attribute:
In AudienceDB, you can use any ASCII character for an attribute name other than double quotes. For EventDB, you are limited to ASCII characters 0 through 127, excluding double quotes.
The name of an event attribute must match the name of the variable implemented.
Use the following steps to add an enrichment:
An imported attribute is a variable that was originally created in the corresponding Tealium iQ profile. These variables are automatically detected and pulled in as event-scoped attributes. When you modify a variable in Tealium iQ (and publish), the changes are instantly applied to the matching attribute in EventStream.
Imported attributes are not editable. You must use Tealium iQ to manage them.
Use the following steps to edit an attribute:
Use the following steps to duplicate an attribute:
Use the following steps to delete (or remove) an attribute:
If the attribute you attempt to delete is currently in use by a rule, enrichment, or an audience, the action will be prevented by not displaying the trash icon. A message displays that instructing you to remove the dependent element and retry.