Custom profile attributes allow you to define specific attributes of a visitor's profile in order to include them within Made with Intent segment conditions.
For example you may wish to build an attribute if;
A visitor has signed up to your email database (potentially in order to exclude them from seeing an email capture experience)
A visitor is part of your loyalty programme
A visitor is logged in
Once these are set-up, they can then be utilised within our Custom Segment Builder.
Profile attributes are denoted by their 'slot' number: profile_1 to profile_5. You're assigning a value to a slot as a dimensional attribute.
When a value is set, it persists against the current user journey record until it is overriden. E.g. if a user signs in on site and you flag profile_1 as 'logged_in', the user will remain marked as logged_in until you overwrite the profile_1 attribute to a different value.
Set-Up
There are two ways to set up custom profile attributes;
They can be mapped to a GTM variable directly in your Made with Intent Pageview in the Profile Attributes section as per the below:
They can be sent directly from your codebase, or via a custom GTM tag. More information on this can be found here
Using Profile Attributes
Once set-up, profile attributes can then be used within the Segment Builder and added as a condition.
You are able to rename your profile attributes via the Custom Attributes section within the platform, that can found in the Navigation under 'Segments'.
Simply click the attribute number according to your set-up, enter your desired name and select 'Save'.
These will now pull through into the segment builder with your specified name.
Within here you are also able to see:
A sample of the values populating the attribute
Please note that sample values are taken from sampled data every 24 hours and so won't be visible in this view immediatelyA history of changes (for example if you have renamed the attribute from a previous name
Agentic Context
You are also able to provide each attribute with Agentic Context, helping the agent understand how to interpret and use them when building Agentic Campaigns.
Use it to:
Tell the agent when an attribute is relevant to personalisation (e.g. when to act on a particular attribute)
Define how values should be grouped or interpreted (e.g. bucketing visit frequency into new, returning, and loyal segments)
Give the agent a head start on customers with niche or domain-specific data points
Example: Loyalty Membership Tiers
If you pass a loyalty tier attribute (e.g. Bronze, Silver, Gold) via your SDK or GTM template, you can use Agent Context to tell the agent what those values mean and when they should influence a campaign. For example, you might specify that Gold members should be prioritised for high-value experiences, Silver members are close to upgrading and respond well to incentive messaging, and Bronze members are early in their journey. The agent can then factor this in when deciding which experience to serve, without you needing to build separate segments for each tier.