The Visitor ID Attribute is used to store a unique identifier, such as email address or customer ID, as a Visitor Attribute. This Attribute is treated as a secondary identifier for the purpose of visitor stitching.

In this article:

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How it Works

Identifying your visitors is a critical step in leveraging the power of visitor stitching. In every customer interaction, across channels and devices, there is an opportunity to capture the identity of the visitor in the form of attributes such as " customer_email" or " customer_id". As these attributes are encountered across multiple visitor sessions, AudienceStream will stitch together visitor profiles that share a visitor ID value to build a more complete profile of the visitor.

Visitor stitching is not enabled by default. Contact your account manager about activating this feature.
Learn more about visitor stitching.

Visitor ID Requirements

The Visitor ID attributes used to identify your visitors should contain values that meet the following requirements:

  • Uniqueness – each visitor should have an identifier that is unique to them and only them.
    • Strong identifiers: email address or customer ID. These values are usually associated with a single person and are not likely to change.
    • Weak identifiers: first/last name, username, or phone number. These values cannot be guaranteed to be unique to each visitor and have a high likelihood of changing over time.
  • Length –  (system requirement) values must be at least 6 characters long.
  • Non-repeating –  (system requirement) values must contain at least 3 different characters e.g. a 10-character identifier with only 2 different characters, for example a1a1a1a1a1 would be invalid.
  • Case Sensitive – values are case sensitive so be sure to lower-case the attributes if they contain casing variations. For example, thye email address is different from

The system will not accept a value that does not satisfy the length and non-repeating requirements, meaning that you do not have to check for these conditions in the configuration.

Vendor Specific Identifiers

Third-party vendors that also track visitor activity are also likely to have a unique identifier for each user. These values can also be used as a Visitor ID attribute in AudienceStream. To ensure uniqueness across all third-party vendors it's a best practice to create a separate Visitor ID attribute for each vendor that will be providing an identifier. For example, if your visitors have accounts with Facebook and Twitter you would create corresponding Visitor ID attribute for each vendor, such as "Facebook ID" and "Twitter ID".

Before You Begin

Be sure to review the guide on visitor stitching to ensure you create the most accurate Visitor ID attribute possible.

Create a Visitor ID

Use the following steps to create a Visitor ID:

  1. In the sidebar, select AudienceStream > Visitor/Visit Attributes.
  2. Click + Add Attribute.
    The Add Attribute dialog displays.
  3. Under Choose a scope, click Visitor.
  4. Click Continue.
  5. In the Data Type listing, choose Visitor ID and click Continue.
  6. In the Title field, enter a descriptive name for the attribute.

    The title may contain any non-ASCII characters other than double quotes and cannot exceed 250 characters.

  7. Provide helpful comments in the Notes field.
  8. (Optional) Checking the AudienceDB check box sends data from this Visitor ID to Amazon Redshift. This feature is available to DataAccess customers only and requires AudienceDB to be enabled in the profile. Learn more.

Add an Enrichment

To set the value of a Visitor ID, you must first add an enrichment.

Use the following steps to add an enrichment:

  1. Click Add Enrichment.
    The enrichment configuration dialog displays.
  2. From the drop-down list, select a Visitor attribute to use to set the Visitor ID.
  3. From the WHEN drop-down list, choose the timing of the enrichment to specify when the enrichment will be applied.
    • New Visitor  Enrichment will occur when the visitor is new to your site.
    • New Visit –  Enrichment will occur on a new visit by a visitor.
    • Any event  Enrichment will occur anytime a page event occurs(Most common timing.)
    • Visit ended  Enrichment will occur when a visit ends.
  4. Repeat the steps above to add more enrichments.

Apply a Rule

A rule condition provides additional control over when an enrichment occurs. You can use pre-defined rules from the system or create your own custom rules.

Use the following steps to apply a rule:

  1. To apply a new rule, click Create Rule. (Learn more)
  2. To apply a predefined rule, make a selection from the drop-down list and click Attach Rule and select a rule from the list.
  3. Click Finish.

Adding a new rule using the Enrichments dialog automatically applies it to the enrichment.

Save and Publish

This is the final step. Click Save/Publish in the top-right corner to confirm the changes you introduced in your profile.


Is there a maximum character length?

Yes, the maximum number of characters allowed is 255.

Are special characters supported?

Yes, all UTF characters are supported.

Are multi-byte characters, such as UTF8, supported?

Yes, our system does support multi-byte characters, such as UTF8.