Using Attributes

Using Attributes

by on ‎02-25-2016 11:30 AM - edited on ‎11-29-2017 09:48 AM by Community Manager (3,847 Views)

Attributes are used to define data associated to any of the following: 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 to name a few. Attributes are the foundation of your implementation, helping you to understand your customers' behavior and interaction with your brand. 

In this article, you'll learn about the following: 

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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 you will set when you define them: Scope, Data Type, Enrichment, and Rule.


Scope refers to how long an attribute persists in real-time. 

The following scopes are supported:

  • Event - Attributes associated with individual events. These usually describe the page, content, and real-time actions being taken by a customer. Examples: Page Name, Product Price, Event Name, Order Total, etc.
  • Visit - Attributes about a particular visit. Data persists for the length of the visit/current session. Examples: Visit Duration, Browser Used, Referring URL, and Carted Products.

    Session Times

    The session length varies based on the following criteria:
    • Web sessions expire after 30 minutes of inactivity (ie. no event received).
    • Web sessions with only one event, and no follow-up events, will expire after 10 minutes.
    • Mobile sessions expire after 2 minutes of inactivity.
    • Ominichannel sessions are set to a length of 1 minute.
  • Visitor - Attributes about a particular visitor across all visits. This data follows a visitor from session to session and across different devices. Examples: Email Address, Member ID, Lifetime Order Total, and Category Views. Visitor data persists even after the current visit ends.
  • Omnichannel: 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. Read more about importing Omnichannel data.

Data Type

Data Type refers to the format in which the attribute value can be stored. Attributes come in a variety of types, from the basic number and string, to the more powerful tally and badge.

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 Unique 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 multistep 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 Visit Visitor
Array of Numbers    
Array of Strings    
Array of Booleans    
Set of Unique Strings   
Visitor ID    


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. Read more about using enrichments. 


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 Attach Rule.
  • To apply a new rule, click Create a New Rule.

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

apply create rule .png

Restricted Data

This property is used to identify attributes that contain data that should not be sent out of the system, such as 3rd party Connectors or DataAccess. Learn more about Restricted Data.

Managing Attributes

Navigate to Enrich > Attributes to view your attributes. Filter the view with the available options in the side bar.  Then click your desired attribute to expand the details.

Adding an Attribute

To add an attribute:

  1. In the top action bar click Add Attribute.
  2. Select the desired Scope.
  3. Select the desired data type.
  4. Name (required) - Enter a descriptive name.

    The name of an event attribute must match the name of the variable implemented.

  5. Notes - Enter helpful notes describing the purpose and/or mechanics of the attribute.
  6. AudienceDB - Check this box to include the attribute as a column in AudienceDB. (This feature requires AudienceDB to be enabled in the profile. Learn more.)

    For a Redshift database, column names must consist of only UTF-8 printable characters. ASCII letters in standard and delimited identifiers are case-insensitive and are folded to lower case. For additional details, please see Amazon Web Services - Names and identifiers.

To add an enrichment:

  1. Click Add Enrichment and select the enrichment to add.
  2. The settings or fields in the dialog box vary depending on the kind of enrichment possible for the attribute.
  3. Select WHEN to trigger the enrichment. This controls the timing of the enrichment.
  4. (Optional) Select an existing Rule condition or create a new rule.

You must save and publish your changes.

Imported Attributes from iQ

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. 

Editing an Attribute

  1. Click the edit icon in the right corner of the box.
  2. Make your changes and save them.
  3. Save/publish your profile to apply the changes.

Duplicating an Attribute

  1. Click the duplicate icon in the right corner of the box.
  2. Make your changes and save them.
  3. Save/publish your profile to apply the changes.


Deleting an Attribute

  1. Hover over the attribute and click the red (X) icon.
  2. Confirm whether or not you wish to delete it.
  3. Save/publish your profile to apply the changes.

delete symbol.png

If the attribute you are attempt to delete is currently in use by a rule, enrichment or an audience, the action will be prevented. You must remove the dependent element and retry.

delete failed message.png