Expressions are formulas used to create new attributes by combining one or more existing ones. These calculated attributes offer deeper insights and support advanced segmentation, personalization, and reporting.
Once created, expressions appear as calculated attributes within the relevant customer or event profiles and can be used across multiple modules on the Insider’s InOne platform.
Use Cases
Expressions are especially powerful when deeper data manipulation or aggregation is needed. Common use cases include:
Deriving new insights from existing data
Creating more precise user segments
Powering advanced personalization and automation strategies
Let’s say you want to create a calculated attribute that shows how many days have passed since a user’s Loyalty Activation Date.
Here’s how it works:
The system compares the current date (today) with the user’s Loyalty Activation Date, which is an existing custom attribute.
If both dates are valid, it calculates the difference in days and stores it as a new calculated attribute.
Example:
Today’s date: June 1, 2025
Loyalty Activation Date: May 1, 2025
Calculated difference: 31 days
This value (31) will appear on the user’s profile under the name of the expression you created. You can use it like any other attribute—for segmentation, targeting, or reporting purposes.
If you want to create a new attribute that shows where each store is located, including the country, create an expression like this:
Now, each store's profile will have a new calculated attribute with a value that combines the store’s city with the country “Türkiye”.
Create an Expression
To create a new expression:
Navigate to Components > Attributes and Events > Expressions.
Click the Create button to define a new expression.
Construct your formula using the available elements.
Expressions consist of 3 main components:
1. Attributes
Attributes serve as the input values used within your expression. These may include:
Default Attributes: System-defined attributes available, such as age or creation date.
Custom Attributes: User-defined attributes created on the Insider’s InOne panel to meet specific business. needs.
2. Functions
Functions operate on attribute values and return calculated results based on the defined logic. These are grouped into several categories. Currently, functions are applicable to attributes with the following data types: number, string, and date & time.
Function | Data Type | Description |
|---|---|---|
Max(A, B) | Numbers | Returns the greater of the two input values |
Min(A, B) | Numbers | Returns the lesser of the two input values |
Ceil(A, B) | Numbers | Rounds the value upward to the nearest integer, such as ceil(1.4) = 2 |
Floor(A) | Numbers | Rounds the value downward to the nearest integer, such as floor(1.9) = 1 |
Round(A) | Numbers | Rounds the value mathematically to the nearest whole number, such as round(1.5) = 2 |
Abs(A) | Numbers | Returns the absolute value of A, removing any negative sign |
Avg(A, B, ...) | Numbers | Calculates the average of input values |
Length(A) | String | Returns the number of characters in a string or values in a list |
Left(A, N) | String | Returns the first N characters from the beginning of the string |
Right(A, N) | String | Returns the last N characters from the end of the string |
Lower(A) | String | Converts all characters in the string to lowercase |
Upper(A) | String | Converts all characters in the string to uppercase |
Concat(A, B) | String | Joins two or more strings into a single string. For more than two values, nest the function, such as concat(concat(A, B), C) |
Trim(A) | String | Removes leading and trailing spaces from a string |
Year(A) | Date and Time | Extracts the year from a datetime attribute |
Quarter(A) | Date and Time | Returns the quarter of the year from a datetime value |
Month(A) | Date and Time | Returns the month number from a datetime |
Day of Month(A) | Date and Time | Extracts the day from a date |
Hour(A) | Date and Time | Extracts the hour from a timestamp |
Minute(A) | Date and Time | Extracts the minute |
Second(A) | Date and Time | Extracts the second |
Date Difference(A, B) | Date and Time | Returns the difference between two dates |
Now() | Date and Time | Returns the current timestamp |
Format DateTime(A, format) | Date and Time | Formats a datetime attribute according to the specified format |
To Timezone(A, tz) | Date and Time | Converts a timestamp to the specified timezone |
3. Operators
Use basic arithmetic operators (+, -, *, /) along with attributes and functions to construct your expression. You need to type the operators manually using your keyboard. You also need to use parentheses for order of operations or to define negative numbers, such as (-1).
You can write the formula in two different ways:
Manually type the formula.
Click the attribute boxes and choose the default or custom attribute.
Once your expression is ready, click the Save button. The expression will appear on the Expression listing page and will be applied across all relevant profiles.
Use Expressions across InOne
You can use the created expressions anywhere attributes are supported:
As filters in dynamic segmentation
As dynamic content in campaign personalization
In data comparison modules
Expressions can be selected from the attribute list in any of these modules. If an expression named expression_name has a value of X for a profile, it can be referenced in any dynamic content block across your campaign when you select it from the dynamic content dropdown.
Expressions are currently available for segmentation in Web Push, App Push, WhatsApp, SMS, Email, and Architect.
Use Expressions in Dynamic Content
You can also use expressions in a dynamic segment as an attribute filter. Suppose a profile is assigned the expression expression_name with a value of 30. To personalize an email with this data, simply select the expression_name attribute from the dynamic content dropdown within your campaign. The system will automatically display the correct value based on each user’s profile.
Expression-based logic is currently available only in the Email product.
Editing and deleting expressions, selecting PII attributes, and using boolean logic are currently not supported.