Default attributes are user attributes that Insider defines for your account in advance. These attributes are chosen based on:
- The requirements of Insider products.
- Common patterns of user behavior.
In addition to default attributes, you only need to create custom attributes for data points that are not included in the default list or for special use cases.
For example, the email attribute is required for many Insider products. You do not need to create the email attribute as a custom attribute, as Insider allocates it as a default attribute. However, it does not necessarily mean that the value of a default attribute is automatically populated. You may need to pass the required information for the values of some default attributes. In the example of the email attribute, you need to pass the email information required for this attribute.
The last visited product name attribute is also a default attribute. However, this attribute does not require you to pass any data specifically for its value, as Insider populates it via the functions defined to map out your website.
Being a default attribute means it exists in your account by default, but it does not guarantee that values are automatically filled. Some attributes (like email) require you to send values, while others (like last visited product name) are automatically populated by Insider.
This guide provides a full list of attributes, categorized by whether Insider populates them automatically or whether you must provide the values.
Default Attributes Populated by Insider
Default attributes populated by Insider require integrating your website and app platforms. Once you complete the integrations, these default attributes will be populated by Insider where applicable.
Below is a list of default attributes populated by Insider, along with their names, definitions, data sources, data types, and sample values.
| Attribute Name | Display Name | Definition | Source | Type | Sample Value |
|---|---|---|---|---|---|
| la | Language | Language of the user | Web / Mobile / Email | String | en_US |
| ci | City | User's city information | All | String | London |
| co | Country | User's country information in ISO 3166-1 alpha-2 format. | All | String | SG |
| iid | Profile ID | User's Profile ID | All | String | 1a2b3c4d5e6f |
| env | Environment | Environment of the app (e.g., production, development, etc.) | Mobile | String | production |
| udid | UDID | Unique device ID of the user | Mobile | String | 1a2b3c4d5e6f |
| mo | Device Model | Segment for specific device models | Mobile | String | iPhone 13 |
| ca | Mobile Carrier | Segment for specific carrier brands | Mobile | String | Vodafone |
| ov | OS Version | Segment for specific OS version users | Mobile | String | 10 |
| pl | Platform | Segment for specific platform users | Mobile | String | iOS |
| dl | Device Language | Segment for specific language users | Mobile | String | English |
| sv | SDK Version | Segment for specific SDK version users | Mobile | String | 13.4.2 |
| mpo | App Push Opt-in | Segment for opted-in/out users | Mobile | Boolean | false |
| mls | Mobile App Login Status | Segment for logged-in/out users | Mobile | Boolean | true |
| lps | Last App Push Sent | Segmentation with users' last push interaction | Mobile | Datetime | 2021-11-10T23:00:00Z |
| ltp | Likelihood to Purchase for App | Segmentation with Likelihood to Purchase algorithm | Mobile | Number | 1 |
| app_push_engage | App Push Engage Prediction | Segmentation with app push engage prediction | Mobile | Number | 1 |
| tss | iOS Time Sensitive | Segments users according to iOS Time Sensitive selection | Mobile | Boolean | true |
| ssm | iOS Scheduled Summary | Segments users according to the iOS Scheduled Summary selection | Mobile | Boolean | false |
| wpt | Web Push Token | User's web push token subscription | Web | String | a1b2c3d4e5f6 |
| wpo | Web Push Opt-in | Defines if user has opted in for web pushes | Web | Boolean | true |
| wpl | Web Push Language | User's web push token language | Web | String | en_US |
| cls | Customer Lifecycle Status | Segmentation with CLS algorithm | Web | Number | 4 |
| ic | Interest Cluster | Segmentation with IC algorithm | Web | Number | 6 |
| clv | Customer Lifetime Value | Segmentation with CLV algorithm | Web | Number | 1 |
| da | Discount Affinity | Segmentation with DA algorithm | Web | Number | 5 |
| last_purchase_amount | Last Purchase Amount | User's last purchase amount | Web / Mobile | Number | 125 |
| last_purchased_product_name | Last Purchased Product Name | User's last purchased product name | Web / Mobile | String | Safari Shirt |
| last_abandoned_cart_amount | Last Abandoned Cart Amount | User's last abandoned cart amount | Web | Number | 310 |
| search_query | Search Query | User's last search query | Web | Strings | Women shoes |
| cart_abandoned | Item(s) in Cart | Defines if user has items in the cart | Web | Boolean | true |
| last_visited_product_id | Last Visited Product ID | User's last visited product ID | Web / Mobile | String | PI-0123 |
| last_visited_product_name | Last Visited Product Name | User's last visited product name | Web / Mobile | String | High Rise Ankle Jeans |
| last_visited_product_img | Last Visited Product Image | User's last visited product image | Web / Mobile | String | https://img.co |
| last_visited_product_url | Last Visited Product URL | User's last visited product URL | Web | String | https://url.co |
| last_visited_category | Last Visited Category Name | User's last visited category | Web / Mobile | String | Kids and Babies |
| last_visited_category_url | Last Visited Category URL | User's last visited category URL | Web | String | https://mybrand.co/kids-and-babies |
| device_type | Device Type | User's device type | Web | String | Desktop |
| last_abandoned_product_img | Last Abandoned Product Image | User's last abandoned product image | Web | String | https://img.co |
| last_abandoned_product_url | Last Abandoned Product URL | User's last abandoned product URL | Web | String | https://myproduct.co |
| cart_items | Cart Items | User's cart items for cart abandonment | Web | String | Blue jeans |
| c_ucd_last_browsed_items | Last Browsed Items | User's last browsed items for browsed abandonment | Web | String | White shirt |
| last_purchase_date | Last Purchase Date | User's last purchase date | Web / Mobile / API | Datetime | 2021-11-13T23:00:00Z |
| last_visit_date | Last Visit Date | User's last visit date | Web | Datetime | 2021-11-13T23:00:00Z |
| attribute_affinity | Attribute Affinity | User's attribute affinity | Web | String | poshjewels |
| recommendation_ub_webpush | Web Push Recommendations | Algorithm that calculates recommendations for each user behavior | Web | Strings | [“a1b2c3”, “d435f6"] |
| churn_prediction | Likelihood to Churn | Segmentation with Likelihood to Churn | Web | Number | 1 |
| rfm_recency | RFM Recency | Segmentation with RFM segments | Web | Number | 3 |
| rfm_frequency | RFM Frequency | Segmentation with RFM segments | Web | Number | 4 |
| rfm_monetary | RFM Monetary | Segmentation with RFM segments | Web | Number | 5 |
| rfm | RFM | Segmentation with RFM segments | Web | Number | 451 |
| email_lto | Likelihood to Open Email | Segmentation with Likelihood to Open | Web | Number | 1 |
| sms_opt_out_user | SMS Opt-Out User | Used for labeling end users who have opted out of SMS via an unsubscription action after a campaign is sent. It is used as a security blanket to prevent you from sending SMS messages to unsubscribed users via Insider's Unsubscribe methods (which can be changed via the Global Unsubscribe page). | Web | Boolean | true |
| wa_opt_out_user | WhatsApp Opt-Out User | Used for labeling the end-users who have opted out of WhatsApp via an unsubscription action after a campaign is sent | Web | Boolean | false |
| bounce | Email Bounced | Indicates if the email is bounced | Number | 1 | |
| spam | Email Reported as Spam | Indicates if the email is reported as spam | Number | 0 | |
| global_unsubscribe | Global Unsubscription | Indicates that recipient opted out of any email that you send | Number | 1 | |
| has_invalid_email | Invalid Email Address | Indicates if the email is invalid | Number | 0 | |
| unsubscribe_groups | Unsubscribe Groups | Indicates that recipient unsubscribed from a particular type of email being sent to them | Numbers | [5,8,9] | |
| email_at | Email At | User’s common email open time in UTC +1 | Number (between 0-24) | 15 | |
| last_email_open_date | Last Email Open Date | The last date user opened an email | Datetime | 2022-11-10T23:00:00Z | |
| blocked | Email Blocked | Indicates if the email is blocked | Number | 0 | |
| warmup | Email Warmup | Indicates if the warmup is completed | Number | 0 | |
| last_unsubs_date | Last Unsubscription Date | The last date user unsubscribed from an email | Datetime | 2010-11-10T23:00:00Z | |
| last_email_clicked_date | Last Email Clicked Date | The last date user clicked on an email | Datetime | 2021-11-10T23:00:00Z | |
| acn | Amplitude Cohorts | Amplitude connector | CRM | Strings | ["1a2b3c"] |
| custom_segment_id | Static Segment ID | User's custom segment ID | Panel | Numbers | [9] |
Default Attributes Populated by Partners
The following list of default attributes requires you to pass the data needed for their values. If necessary, you can pass such data using one of Insider's data ingestion methods.
Once you start sending data for any default attribute, the respective attribute will be populated with its value.
Below is a list of default attributes that need to be populated by partners, along with their names, definitions, data sources, data types, and sample values.
If you do not pass any data for the following default attributes, they will not be populated with any value.
When sending any data for any of these attributes, ensure that you follow the required datatypes and samplevalues.
| Attribute Name | Display Name | Definition | Source | Type | Sample Value |
|---|---|---|---|---|---|
| ge | Gender | User's gender information | All | String | F |
| bi | Birthday | User's birthday in RFC 3339 format (e.g. 1993-03-12T00:00:00Z). Note: Ensure the birthday ends with Z to indicate UTC; no other time offset is included. | All | Datetime | 2021-11-13T23:00:00Z |
| na | Name | User's name | All | String | Jane |
| su | surname | User's surname | All | String | Doe |
| ag | Age | User's age | All | Number | 37 |
| em | Email Address | User's email address | All | String | jdoe@mail.co |
| eo | Email Opt-in | User's email opt-in information used for the consent to send emails to the user | All | Boolean | true |
| pn | Phone Number | User's phone number in E.164 format | Web / Mobile / CRM | String | +6512345678 |
| so | SMS Opt-in | User's SMS opt-in information used for the consent to send SMS messages to the user | Web / Mobile / CRM | Boolean | false |
| uuid | UUID | User's unique user ID | Web / Mobile / CRM | String | 1a2b3c4d5e6f |
| lid | List ID | ID(s) of the lists the user is in | Web / Email / CRM | Numbers | [3,7,2] |
| idfa | IDFA | User's IDFA used for Google and Facebook remarketing | Mobile | String | x1y2z3q0 |
| av | App Version | User's app version information | Mobile | String | 12.1.2 |
| mlo | Mobile Location Opt-in | User's location opt-in/opt-out information | Mobile | Boolean | true |
| gdpr | GDPR Opt-In | User's GDPR consent information | Web | Boolean | true |
| wbo | WhatsApp Opt-in | User's WhatsApp opt-in information used for consent to send WhatsApp messages to the user | Web | Boolean | false |