Blueshift has a standard set of attributes you can map your data to when you import customer data into Blueshift. At the time of building a segment, you can select these in the segment builder. 

Attribute Definition
email Email address of the user, identifies a user uniquely.
customer_id Customer id for this user in your database, identifies a user uniquely.
firstname User first name (optional)
lastname User last name (optional)
gender User's gender (optional): male, female or unknown.
joined_at Date user joined (optional) in ISO-8601 format
unsubscribed User’s subscription status (optional). Boolean - Set to true - if the user has unsubscribed from mailing list.
unsubscribed_at Date when user unsubscribed in ISO-8601 format.
email_hard_bounced Automatically updated when a hard bounce occurs (true or false).
email_spam_reported Automatically updated when a user marks your email as spam via the ISP (true or false).
phone_number User's phone number, including ISD code.  Used for SMS messaging.  (optional)

Subscription status attributes

The customers’s subscription status for each channel is captured in a unique attribute. By default, the unsubscribed attribute for all customers is set to NULL.

Email unsubscribed


Push unsubscribed_push unsubscribed_push_at
In-app unsubscribed_inapp unsubscribed_inapp_at
SMS unsubscribed_sms unsubscribed_sms_at
Standard Attributes opted_in opted_in_at


If you are using Blueshift’s full service SMS offering, you can use multiple sender IDs for your SMS campaigns and manage your customer's preferences individually for each sender ID. For more information, see Manage SMS subscriptions.

Email tracking attributes

If you have enabled the Email Tracking Opt Out feature for your account to comply with the EU e-privacy Directive, the following attributes will be used for tracking a customer’s email open and click tracking preferences:

  • email_open_tracking_enabled: User's status for tracking email opens.
  • email_click_tracking_enabled: User's status for tracking clicks in emails.

Ad preferences for Google Ads

If you have enabled Ad Preferences for your account in order to comply with DMA and Google's updated EU user consent policy, the following attributes will be used to track customer consent and Blueshift will report the data from these attributes to the appropriate consent fields in Google when you syndicate and audience with Google Ads. 

  • google_ad_user_data - Sets consent for sending user data to Google for advertising purposes.
  • google_ad_personalization - Sets consent for personalized advertising.

 The attributes are displayed in the customer profile under the Ad Preferences section.

Standard device attributes

Blueshift also has the following standard device attributes that you can use to track different mobile devices used by a customer. With these attributes you can track user and device level push and in-app message subscription status for each mobile device a customer owns.

Blueshift also derives some device attributes.

Device IDs

  • A unique device_id is assigned to the device each time a customer installs your app on a device.
  • If the customer installs the app on more than one device, multiple device_ids will be seen on the customer profile.
  • If the customer uninstalls and installs the app more than once on the same device, multiple device_ids will be seen on the customer profile.
  • You can see the app installation status for each device_id seen on the customer profile. You can keep the app installation status up to date by running a campaign to Track app uninstalls.
  • You can add a feature/code to your app to reset the device_id based on your use case. In such cases, when the device_id is reset, a new device_id is created and this is seen as a new device on the customer profile.
  • When an in-app message is sent to the customer from a campaign, the message is sent to all the eligible device_ids.
  • When a push notification is sent to the customer from a campaign, the notification is sent to all the eligible device_ids. To send the push notification to only the last device used by the customer, contact
Attribute Definition
device_id Mobile device identifiers (mandatory).
device_token Mobile device tokens used for Push messaging.
device_type The type of device. For example, Android.
enable_inapp User’s status for receiving inapp messages. Set to false if the user opts out of receiving inapp messages.
enable_push User’s status for receiving push notifications. Set to false if the user opts out of receiving push notifications.
os_name Mobile device OS. For example, Android or iOS.
os_version Mobile device OS version. For example, iOS 15.
app_name The app on the mobile device.
app_version The version of the app used.

User-level attribute of the app_update event for further user segmentation.


User-level attribute of the app_install event for further user segmentation.

app_status Whether the app is installed or uninstalled.
device_manufacturer The device manufacturer. For example, Apple or Samsung.
ios_idfa The Identifier for Advertisers (IDFA) is a random device identifier assigned by Apple to a user's device. The IDFA is used for tracking and identifying a user (without revealing personal information). You can use this identifier to track data for customized advertising.
ios_idfv The Identifier for Vendors (IDFV) is a code assigned to all apps by one developer and is shared across all apps by that developer on your device. The value of the IDFV is the same for apps from the same developer running on the same device.
advertising_id Device ID provided by Google Play Services. It gives users better controls and provides developers with a simple, standard system to continue to monetize their apps. It enables users to reset their identifier or opt out of personalized ads (formerly known as interest-based ads) within Google Play apps.
firebase_instance_id Firebase Instance ID provides a unique identifier for each app instance and a mechanism to authenticate and authorize actions.
last_activity Most recent time the device was used.
updated_at Timestamp of the user's most recent app update.
country_code The country code of the device's locale, for example, US, FR, UK, etc.
language_code The language code of the device's language, for example, en, fr.
limit_ad_tracking (Boolean) Indicates if the ad personalisation is enabled or not. This is only available for Android devices. 
app_installed_at Date and time the app is installed in ISO-8601 format, for example, 2024-03-14T06:58:24.720Z
app_updated_at Date and time the app is updated in ISO-8601 format, for example, 2024-03-14T06:58:24.720Z
previous_app_version The previous app version number before updating the app. Example: 3.4.5.

Promotion details

You can see the Promotion name and the actual Promo code that was sent to the customer through Blueshift campaigns. Use this information to get more insights into customer engagement.

Promotion name The name of the promotion.
Promotion code The actual promotion code that was sent to the customer.
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