About attributes

This article provides an overview of how attributes are used and steps to add, duplicate, or remove an attribute.

Attributes are the foundation of your implementation and are used to define your customers’ behaviors and interactions with your brand. Attributes define the properties of a visitor, a visitor’s session, and events collected. Common examples of attributes include Email Address, Member ID, Product Category, Date of Last Visit, and Active Browser.


Scope refers to how long an attribute persists in real-time.

The following table lists supported scopes:

Scope Description / Examples Uses
Event Attributes associated with individual events that describe the page, content, and real-time actions being taken by a customer. Examples: Page Name, Product Price, Event Name, Order Total, etc. Attribute Sources
Event attributes are sourced from the following values:
  • Universal Variable Universal Data Object
  • Javascript Page Variable Global JavaScript variable (browser)
  • HTML Metadata Metadata tag (browser)
  • First-Party Cookie Browser cookie
  • Querystring Parameter Current page’s URL querystring (browser)
Visit Attributes about a particular visit (or session). Data persists for the length of the visit. Examples: Visit Duration, Browser Used, Referring URL, and Carted Products. These attributes represent visitor activity from the current session on a single device. Visit attributes persist for the length of the session. See Session Length for more detail.
Visitor Attributes about a particular visitor across all visits. Examples: Email Address, Member ID, Lifetime Order Total, and Category Views. This data follows a visitor from session to session and across different devices. Visitor data persists even after the current visit ends.
Omnichannel For importing offline data via the Omnichannel service. This scope does not require a data type. Omnichannel attributes are defined when you define your file imports.

Session Length

In AudienceStream, session length is set based on the platform of the events:

  • Web - 30 min (10 min if one event and no follow-up events)
  • Mobile App - 2 min
  • Omnichannel - 1 min
  • File Import- 1 min
  • Collect API- 30 min

The platform is based on the reserved attribute named platform according to the following values:

  • Web - platform is set to web or not set.
  • Mobile - platform is set one of android|ios|win|bb10|native_mobile.

To customize the session length set the data layer variable _dc_ttl_ to a value in milliseconds on the first event of a session. The session length cannot be changed once the session has commenced. The following example sets the session length to 30 minutes (180000 milliseconds): "_dc_ttl_": 1800000

To set a custom session length, you must omit the platform variable. If you set a custom value for platform, the session length defaults to 30 minutes.

Data Types

Attributes come in a variety of types, from a basic number to the more powerful tally and badge. The data type determines the format in which the attribute value is stored.

The following data types are supported:

Data Type Description
Number Stores numerical values such as order total, lifetime event count, or number of days since last visit.
String Stores text values such as first/last name, address, favorite product, and page name.
Boolean Stores only one of two values: ’true’ and ‘false’. Boolean can be used for indicating the status of a visitor action or visit.
Array of Numbers Stores multiple numeric values as an array. The array may contain unique or duplicate numeric values.
Array of Strings Stores multiple string values as an array. The array may contain unique or duplicate string values.
Array of Booleans Stores multiple Boolean values as an array. The array may contain unique or duplicate Boolean values.
Tally Stores one or more key-value pairs.
Set of Strings Stores a collection of unique string values as a set.
Date Stores the date of an event, a visitor event, or particular visit.
Funnel Tracks the status of every step in a multi-step event, such as payment funnel and registration.
Timeline Records all occurrences of a visitor action within a time range.
Badge Assigns a visual mark or symbol to visitors who meet certain criteria or browsing behavior.
Visitor ID Stores visitor’s unique traits as their secondary identifier.

Scope and Data Type Matrix

This matrix shows which data types are available for each scope.

Data Type Visitor Scope Visit Scope Event Scope
Array of Numbers
Array of Strings
Array of Booleans
Set of Strings
Visitor ID

Storage Capacity Limits

Most attributes for EventStream and AudienceStream have storage capacity limits and specific behaviors for when those limits are exceeded. Note that the entire visitor profile has a limit of 400 K compressed.

*No limits, but the attribute is still limited by the maximum size of the profile after encryption and compression.

Event Attributes

Attribute Storage Capacity Limits Exceeded Limit Behavior
Strings 1,500 characters Strings are truncated to 1,500 characters if they are longer than the limit.
Arrays of any type No limits*
Dates Min: “-292275055-05-16T16:47:04.192Z” Max: “+292278994-08-17T07:12:55.807Z”
Numbers Represented with java.lang.Number, which has dynamic precision.

Visit/Visitor Attributes

Attribute Storage Capacity Limits Exceeded Limit Behavior
Strings 1,000 characters If an enrichment results in a string larger than 1,000 characters, the value is not saved.
Timelines 100 entries Earliest entries are discarded when the limit is reached (First-In, First-Out). For example, if a timeline contains 100 entries, and a new entry is added, the first entry is deleted.
Tallies No limits*
Arrays of any type No limits*
Set of Strings No limits*
Dates Min: “-292275055-05-16T16:47:04.192Z” Max: “+292278994-08-17T07:12:55.807Z”
Numbers No limits*
Funnel No limits*

Imported Attributes from iQ Tag Management

An imported attribute is a variable that was originally created in the corresponding Tealium iQ profile. Tealium iQ variables are available to the sever-side profile of the same name, where they are imported as event-scoped attributes. When you modify a variable in Tealium iQ (and publish), the changes are instantly applied to the matching attribute in EventStream.

Imported attributes are not editable. You must use Tealium iQ to manage them.

If variables from Tealium iQ do not appear in EventStream, verify that the Tealium iQ variables are in the Tealium iQ profile that corresponds to the sever-side profile and that the variables have been saved and published. Make sure you refresh the EventStream page in the browser after publishing variable changes. If you need assistance with making Tealium iQ variables available in the server-side, contact Tealium Support.

Restricted Data

This property is used to identify attributes that contain data that should not be sent out of the system, such as third-party Connectors or DataAccess. Learn more about Restricted Data.


A rule provides additional logic for the purpose of triggering an enrichment.

  • To apply a predefined rule, make a selection from the drop-down list and click Add Rule.

    Creating a new rule through the enrichments dialog box automatically applies it to the enrichment.

  • To apply a new rule, click Create Rule.
    Using Attributes_Rules.png

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This page was last updated: January 17, 2023