Attributes are the foundation of your implementation and are used to help you understand your customers' behavior and interaction with your brand. Attributes 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 steps to add, duplicate, or remove an attribute.

In this article:

Attribute Properties

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.

Attribute Sources
Event attributes are sourced from the following values:
  • Universal Variable
    Universal Data Object
  • Javascript Page Variable
    Global JavaScript variable (browser)
  • HTML Metadata
    Metadata tag (browser)
  • First-Party Cookie
    Browser cookie
  • Querystring Parameter
    Current page's URL querystring (browser)


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.

These attributes represent visitor activity from the current session on a single device. Visit attributes persist for the length of the session.

See Session Length for more detail.


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.

Session Length

In AudienceStream, session length is set based on the platform of the events:

  • Web - 30 min (10 min if one event and no follow-up events)
  • Mobile App - 2 min
  • Omnichannel - 1 min
  • File Import - 1 min
  • Collect API - 30 min

The platform is based on the reserved attribute named platform according to the following values:

  • Web - platform is set to web or not set.
  • Mobile - platform is set one of android|ios|win|bb10|native_mobile.

To customize the session length set the data layer variable _dc_ttl_ to a value in milliseconds on the first event of a session. The session length cannot be changed once the session has commenced.  The following example sets the session length to 30 minutes (180000 milliseconds): "_dc_ttl_": 1800000

To set a custom session length, you must omit the platform variable. If you set a custom value for platform, the session length defaults to 30 minutes.

Data Types

Attributes come in a variety of types, from a basic number 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:

Data Type Description
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 an event, 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.

Scope and Data Type Matrix

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  
Visitor ID    

Storage Capacity Limits

Most attributes for EventStream and AudienceStream have storage capacity limits and specific behaviors for when those limits are exceeded. Note that the entire visitor profile has a limit of 400K compressed.

*No limits, but the attribute is still limited by the maximum size of the profile after encryption and compression.

Event Attributes

Attribute Storage Capacity Limits Exceeded Limit Behavior
Strings 1,500 characters Strings are truncated to 1,500 characters if they are longer than the limit.
Arrays of any type

No limits*


Min: “-292275055-05-16T16:47:04.192Z”

Max: “+292278994-08-17T07:12:55.807Z”

Numbers Represented with java.lang.Number, which has dynamic precision.  

Visit/Visitor Attributes

Attribute Storage Capacity Limits Exceeded Limit Behavior
Strings 1,000 characters If an enrichment results in a string larger than 1,000 characters, the value is not saved.
Timelines 100 entries

Earliest entries are discarded when the limit is reached (First-In, First-Out). For example, the 101th entry is added to the timeline and the 1st entry is deleted when a timeline has 100 entries.

Tallies No limits*  
Arrays of any type No limits*  
Set of Strings No limits*  

Min: “-292275055-05-16T16:47:04.192Z”

Max: “+292278994-08-17T07:12:55.807Z”

Numbers No limits*  
Funnel No limits*  


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 incoming data. Pre-built enrichments are available for each data type. For example, the ability to increment or decrement a numeric value is available to number attributes. (Learn more)


A rule provides additional logic for the purpose of triggering an enrichment.

  • To apply a predefined rule, make a selection from the drop-down list and click Add Rule.

    Creating a new rule through the enrichments dialog box automatically applies it to the enrichment.

  • To apply a new rule, click Create Rule.
    WhiteUI_Using Attributes_Rules.png

Restricted Data

This property is used to identify attributes that contain data that should not be sent out of the system, such as third-party Connectors or DataAccess. Learn more about Restricted Data.

Managing Attributes

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.

WhiteUI_Using Attributes_View and Manage Attributes.png

Add an Attribute

The process of adding event and visit or visitor attributes is similar. The following steps show how to add an audience attribute:

  1. Navigate to AudienceStream > Visitor / Visit Attributes.
    You can optionally use the filters on the left to narrow your view.
  2. Click + Add Attribute.
  3. In the Add Attribute dialog, select Visit or Visitor for the attribute scope and click Continue.
    WhiteUI_Using Attributes_Select Visit or Visitor Scope.png
  4. Select a data type (Visit or Visitor) and click Continue.
  5. (Required) In the Title field, enter a descriptive name. 
    For event attributes, the Title can only contain letters, numbers, underscore, dollar sign, square brackets, and period. The name of an event attribute must match the name of the variable implemented.
    For visit and visitor attributes, you can use any ASCII character for Title other than double quotes. 
    WhiteUI_Using Attributes_AddAttribute_EnterTItle.png
  6. In the Notes field, enter helpful notes that describe the purpose and/or mechanics of the attribute.
  7. (Optional) Select the Restricted Data checkbox if the visitor data includes PII data.
  8. (Optional) Check the AudienceDB checkbox to include the attribute as a column in AudienceDB.
    This step requires AudienceDB to be enabled in the profile. (Learn more)
  9. Continue to the next section to add an enrichment to the attribute.

Add an Enrichment

Use the following steps to add an enrichment:

  1. In the Add Attribute dialog, click Add Enrichment.
    A list of available enrichments is displayed, which is based on the data type selected for the attribute. The settings or fields in the dialog box vary depending on the enrichment selected for the attribute.
  2. Select the enrichment to add.
  3. In the WHEN field, click ANY EVENT to select an event from the drop-down list.
    The enrichment will be triggered by this event. To trigger the enrichment for all events, use the default value of ANY EVENT.
    WhiteUI_Using Attributes_Rules.png
  4.  (Optional) Select an existing Rule condition or click Create Rule to create a new rule.
  5. Click Finish.
  6. Save and publish your profile to apply the changes.

Imported Attributes from iQ Tag Management

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.

Edit an Attribute

Use the following steps to edit an attribute:

  1. Click the attribute you want to edit and click the pencil icon.
  2. Make your changes and click Save.
  3. Save and publish your profile to apply the changes.

Duplicate an Attribute

Use the following steps to duplicate an attribute:

  1. Click the attribute you want to duplicate and then click the duplicate icon.
  2. Edit if needed and then click Save.
  3. Save and publish your profile to apply the changes.

Delete or Remove an Attribute

Use the following steps to delete (or remove) an attribute:

  1. Click the attribute you want to delete.
  2. Click the trash icon.
    If the attribute you attempt to delete is currently in use by a rule, an enrichment, or an audience, the following message is displayed:
    To delete the attribute, remove it from the rule, enrichment, or audience and try again.
  3. In the Delete Attribute dialog, click Delete to delete the attribute.
  4. Save and publish your profile to apply the changes.