Custom attributes are attributes that are non-standard and cater to your specific business needs. The custom attributes are available on the Customer Profile and tt the time of building a segment, you can select these in the segment builder. 

You can add custom attributes to a customer profile when you create or update a customer. For more information about supported data types and methods of import, see Import customer data.

Custom Attribute (create your own) You may pass any other attribute, and it would get saved on the user. Ex: membership_level, loyalty_points, etc.
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