Attributes

Attributes store visitor and session characteristics. Use attributes to segment visitors based on who they are and how they behave.

What attributes do

Attributes capture data about visitors and sessions:

• Who the visitor is

• What device they use

• Where they came from

• How they behave

Unlike events (actions), attributes represent state or characteristics.

Attribute categories

Popular attributes

Commonly used attributes that work for most sites:

• Browser type

• Device type

• Operating system

• Traffic source

• Geographic location

Device attributes

Characteristics of the visitor's device:

• Device type (desktop, mobile, tablet)

• Screen resolution

• Browser

• Operating system

Journey attributes

Session and visit patterns:

• Session count

• Pages viewed this session

• Time on site

• Entry page

• Referrer

Visitor attributes

Personal characteristics:

• First visit date

• Last visit date

• Total sessions

• Lifetime page views

• Customer status

Custom attributes

Attributes you define and pass to AdaptiveCX:

• Loyalty tier

• Account type

• Subscription status

• Any custom data

System vs custom attributes

System attributes

AdaptiveCX automatically collects these:

• Device info

• Geographic data

• Session patterns

• Traffic sources

You can view and use them but not modify them.

Custom attributes

Define and send these from your system:

adaptivecx.setAttribute('loyalty_tier', 'gold');
adaptivecx.setAttribute('account_type', 'enterprise');

Custom attributes let you integrate your business data into AdaptiveCX.

Create a custom attributeOpen attributes

Go to Core > Attributes and click Custom Attributes.

Create new attribute

Click Create New Attribute.

Configure the attribute

Provide:

• Name - How it appears in AdaptiveCX

• Key - The identifier used in code

• Data type - String, number, boolean, or date

• Description - What the attribute means

Save the attribute

Send custom attributes

Pass custom attributes through the AdaptiveCX JavaScript API:

// Set a single attribute
adaptivecx.setAttribute('loyalty_tier', 'gold');

// Set multiple attributes
adaptivecx.setAttributes({
  'loyalty_tier': 'gold',
  'account_type': 'enterprise',
  'years_as_customer': 3
});

Or send via server-side API for backend integrations.

Attribute data types

Choose the right type for each attribute:

• String - Text values like tier names, categories

• Number - Numeric values like counts, scores

• Boolean - True/false like "is_subscriber"

• Date - Date values like signup_date

Use attributes

In audiences

Create segments based on attributes:

• Device = mobile

• Session count > 5

• Loyalty tier = gold

• Geographic region = Europe

In predictions

Include attributes as prediction features:

• Returning visitors more likely to convert

• Mobile users behave differently

• Geographic location affects purchase patterns

In adaptive experiences

Personalize based on attributes:

• Show mobile-optimized layouts

• Tailor content by customer type

• Adjust offers by loyalty tier

View attribute values

For each attribute, view:

• Values distribution - How visitors are distributed across values

• Trend over time - How the attribute changes

• Visitor count - Number of visitors per value

Attribute best practices

Name attributes clearly

Use descriptive, consistent names:

• "Loyalty tier" not "tier"

• "Account type" not "type"

• "Subscription status" not "sub_stat"

Don't duplicate system attributes

Check existing attributes before creating custom ones. AdaptiveCX already tracks device, browser, geography, and more.

Keep attributes current

Update attributes when they change:

• Update loyalty tier when customer upgrades

• Set subscription status on purchase

• Update account type on plan change

Don't store sensitive data

Avoid storing in attributes:

• Email addresses

• Names

• Phone numbers

• Any PII

Use anonymous identifiers instead.

System attributes reference

AdaptiveCX automatically tracks these attributes:

Device

• Device type

• Browser

• Operating system

• Screen resolution

Session

• Session count

• Pages viewed

• Time on site

• Entry page

• Exit page

Traffic

• Referrer

• UTM parameters

• Landing page

• Traffic source

Geography

• Country

• Region

• City

• Timezone

Behavior

• First visit date

• Last visit date

• Total sessions

• Recency