Insider collects events and attributes from various data sources, including web, mobile, predictive products, and messaging channels, to help you analyze user behavior and deliver personalized experiences.
Attributes
Attributes represent user-related information such as first_name, last_name, or last_visited_product. For example, a user’s country or last name can be captured through the Insider Tag or SDK and stored as attributes.
Attributes help you:
- Filter and segment users.
- Store static user information.
- Maintain the most recent value for a specific data point.
For example, attributes like Last Visited Product Name or Last Visited Product ID always store the latest product the user viewed (e.g., Product C if they viewed Products A → B → C).
Events
Events capture user actions on your website or mobile app, such as button clicks, page visits, or purchases. Each event can include parameters that describe the context of the action. For example, for the event Bought a Product, the parameters might be product_name: "shoes" and color: "red".
Events help you:
- Track detailed user interactions.
- Understand behavioral patterns.
- Trigger personalized journeys or recommendations.
For example, if a user views Products A, B, and C, an event, Product Page View, would be logged for each, including parameters such as Product Name, Product URL, and Unit Price for all three.
Key difference
Attributes store the latest known value, ideal for profile-level data that changes infrequently, while events record each occurrence, ideal for behavioral tracking and analytics.