Using Attributes

Using Attributes

by akshata_yerdoor on ‎02-25-2016 11:30 AM - edited on ‎12-06-2018 02:22 PM by (9,371 Views)

Attributes are the foundation of your implementation and are used to help you understand your customers' behavior and interaction with your brand. In TiQ, 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.

In this article:

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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 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 Uses
  • 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.
Attribute Sources
Event attributes can be sourced from the following:
  • Universal Variable 
    A value from the Universal Data Object.
  • Javascript Page Variable
    A value from a global JavaScript variable from within a browser installation.
  • HTML Metadata
    A value from a metadata tag from within a browser installation.
  • First-Party Cookie
    A value from a browser cookie.
  • Querystring Parameter
    A value from the current page's URL querystring from within a browser installation.
  • 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.

Session Times
The session length varies based on the following criteria:

  • Web (and mobile web) sessions expire after 30 minutes of inactivity (ie. no event received).
  • Web (and mobile web) sessions with only one event, and no follow-up events, will expire after 10 minutes.
  • Mobile app sessions expire after 2 minutes of inactivity.
  • Ominichannel sessions are set to a length of 1 minute.
  • On the data collection server, web and mobile app sessions are differentiated based on the Tealium Collect library used
 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.
  • For importing offline data via the Omnichannel service.
  • This scope does not require a 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 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.

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 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 third-party Connectors or DataAccess. Learn more about Restricted Data.

Managing Attributes

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


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.

Adding an Attribute

Use the following steps to add an attribute:

  1. In the upper right, click Add Attribute.
  2. Select the desired Scope.
  3. Select the desired data type.
  4. In the Name field, enter a descriptive name.
    This is a required field.

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

  5. In the Notes field, enter helpful notes that describe the purpose and/or mechanics of the attribute.
  6. Check the AudienceDB checkbox to include the attribute as a column in AudienceDB.
    This feature requires AudienceDB to be enabled in the profile. (Learn more)

    You may use any ASCII character other than double quotes. ASCII letters in standard and delimited identifiers are case-insensitive and are folded to lower case. For additional details, see Amazon Web Services - Names and identifiers.

  7. Save and publish your profile to apply the changes.

Adding an Enrichment

Use the following steps to add an enrichment:

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

Imported Attributes from TiQ

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

Use the following steps to edit an attribute:

  1. Click on the attribute you want to edit and click the edit icon in the upper right corner of the box.
  2. Make your changes and save them.
  3. Save and publish your profile to apply the changes.

Duplicating an Attribute

Use the following steps to delete an attribute:

  1. Click on the attribute you want to duplicate and then click the duplicate icon in the upper right corner of the box.
  2. Make your changes and save them.
  3. Save and publish your profile to apply the changes.

Deleting or Removing an Attribute

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

  1. Click on the attribute you want to delete.
  2. Click the trash icon in the upper right corner of the box.
  3. In the confirmation dialog, confirm whether or not you wish to delete the attribute.
  4. Save and publish your profile to apply the changes.
    If the attribute you attempt to delete is currently in use by a rule, enrichment or an audience, the action will be prevented. A message displays instructing you that you must remove the dependent element and retry.