A badge is a special visitor attribute for capturing interesting behavior about your customers.  Badges are the building blocks for discovering Audiences.

In this article:

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What is a Badge?

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 identifying frequent visitors that have browsed your site but not made a purchase.

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 called "Window Shopper" which would identify those visitors that match the behavior.

How Badges Work

Badges are assigned to and removed from visitors based on the logic of their rules. Each new visitor is assigned a default badge called "Unbadged". This badge is automatically removed once the Visitor earns a custom badge.


Badges are assigned (and removed) through the following enrichments of the badge attribute:

  • Assign Badge - assigns the badge to a visitor when the set of conditions are met.
  • Remove Badge - removes the assigned badge when the visitor no longer satisfies the conditions.
  • Assign Badge from another Badge - assigns a badge based on another badge.

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.

Usage Example

In this example we are identifying "Cart Abandoners", the segment of visitors who add items in their shopping cart and leave without buying anything. To find out if a visitor has indeed abandoned the shopping cart, you have to evaluate two conditions:

  1. Did the visitor add something to their cart?
  2. Did the visitor navigate away from your site without purchasing?

If both conditions are true, the visitor qualifies as a "Cart Abandoner" and will receive the corresponding badge, which is applied at the end of the visit.

To create and apply the badge:

  1. Add two Event-scoped attributes, one for your page types and one for your events (if you don't already have them) , such as page_type and event_name. These are used in rule conditions to determine if an "Add to Cart" event has occurred and if the "Order Confirmation" page was reached.
  2. Add a Visit-scoped Boolean attribute named "Did Add to Cart" which will determine if the "Add to Cart" event occurred during this visit.
  3. Add two 'Set Boolean' enrichments:
    • Set to: False, WHEN: New Visit
    • Set to: True, WHEN: Any Event, Rule: event_name EQUALS "cart_add" (or a rule that matches your implementation)
  4. Add a Visit-scoped Boolean attribute named "Did Purchase" which will determine if an order was successfully completed.
  5. Create two (2) Set Boolean' enrichments
    • Set to: False, WHEN: New Visit
    • Set to: True, WHEN: Any Event, Rule: page_type EQUALS "order" (or a rule that matches your implementation)
  6. Add a Badge Attribute named "Cart Abandoner".
  7. Create the 'Assign Badge' and 'Remove Badge' enrichments
    • Remove badge from visitor, WHEN: New Visit
    • Remove badge from visitor, WHEN: Any Event, Rule: page_type EQUALS "order"
    • Assign badge to visitor, WHEN: Visit ended, Rule: "Did Add to Cart" IS TRUE AND "Did Purchase" IS FALSE
  8. Save/Publish.

Popular Badges

These are other 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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