Blueshift creates unified, comprehensive profiles of each customer by aggregating data from across all customer touchpoints. The customer profile contains explicit attributes that are based on the data sent to Blueshift by you, attributes that are derived from the customer data collected, and predictive attributes that are computed using Blueshift’s AI-powered predictive models.
You can use these customer attributes to build precise segments to target a particular audience, in campaign filters, and to personalize your messages using Liquid.
Customer attributes are also referred to as User attributes in Blueshift.
Note: All of these user fields are case-sensitive and space-sensitive.
Standard (Blueshift Attributes)
Blueshift has a standard set of attributes you can map your data to.
| Attribute | Definition |
| 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) |
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 user owns. You can see the app installation status for each mobile device a user owns.
Blueshift also derives some device attributes.
| 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. |
| 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 | Most recent time |
Custom Attributes
Non-standard or other custom attributes.
| 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. |
Derived Attributes
Blueshift can compute certain attributes based on all the data (event, campaign) from a user. At the time of building a segment, you can select these in the segment builder.
Device attributes
| Attribute | Definition |
| last_browser_platform | Most recent browser platform used by user (for example, webkit or blink). |
| last_browser_type | Most recent browser used by user (for example, chrome or safari). |
| last_browser_version | Version of browser Most recently used by user. |
| last_device_id | Most recent known device ID from user's mobile app. |
| last_device_token | Most recent device token sent from user's mobile app. |
| last_device_token_updated_at | Time when the device token was last updated. |
| last_utm_medium | The medium the link was used on such as, email, CPC, and so on. |
| last_utm_source | The source of your traffic. For example, Blueshift. |
| last_visit_at | Last known page load event. |
| session_last_activity_at | Last known session date. |
| unsubscribed_at | The time when a user unsubscribed from an email campaign. |
Location attributes
| Attribute | Definition |
| last_location_city | Most recent city for user based on latitude/longitude data. |
| last_location_country | Most recent country for user based on latitude/longitude data. |
| last_location_country_code | Most recent country code (ie +44 or +1) for user. |
| last_location_geo_delta_updated_at | Most recent time the geo delta was updated. |
| last_location_geo_latitude | Last known geo latitude of the user. |
| last_location_geo_longitude | Last known geo longitude of the user. |
| last_location_geo_updated_at | Most recent time the geo was updated. |
| last_location_state | Most recent state for user based on latitude/longitude data. |
| last_location_timezone | Last known timezone for the user. |
Campaign attributes
| Attribute | Definition |
| last_campaign_uuid | UUID of campaign Most recently received by user. |
| last_click_at | Most recent time a user clicked on a campaign. |
| last_click_campaign_uuid | UUID of campaign on which user Most recently clicked. |
| last_click_creative_uuid | Most recent creative UUID where click occurred. |
| last_click_experiment_uuid | Most recent experiment UUID where click occurred. |
| last_click_trigger_type | Type of trigger where last click occurred (for example, email, sms, and so on). |
| last_click_trigger_uuid | UUID of Most recent trigger where click occurred. |
| last_creative_uuid | Most recent creative a user received. |
| last_experiment_uuid | Most recent experiment sent to a user. |
| last_open_at | Most recent campaign open time. |
| last_open_campaign_uuid | Most recent campaign UUID tied to open. |
| last_open_creative_uuid | Most recent creative UUID tied to open. |
| last_open_experiment_uuid | Most recent experiment UUID tied to open. |
| last_open_message_uuid | Most recent message UUID tied to open. |
| last_open_trigger_type | Most recent trigger type tied to open (for example, email, sms, and so on). |
| last_open_trigger_uuid | Most recent trigger UUID tied to open. |
| last_purchase_at | Date when a user last purchased. Derived from purchase event |
| last_trigger_uuid | UUID of most recent trigger sent to user. |
| last_utm_campaign | The campaign name. For example, Abandoned Browse. |
| last_utm_content | Optional parameter for additional details for A/B testing and content-targeted ads. |
| last_utm_medium | The medium the link was used on such as, email, CPC, and so on. |
| last_utm_source | The source of your traffic. For example, Blueshift. |
| last_utm_term | Optional parameter suggested for paid search to identify keywords for your ad. |
| unsubscribed_at | The time when a user unsubscribed from an email campaign. |
Lifetime attributes
| Attribute | Definition |
| last_purchase_at | Date when a user last purchased. Derived from purchase event |
| lifetime_revenue | Computed and aggregated from purchase event. Requires revenue as an event attribute. |
| lifetime_orders | Computed and aggregated from purchase event. |
| lifetime_visits | Computed from session data. Each session lasts 30 minutes. |
| lifetime_(custom goal) | Computed from custom event goals. |
Predictive attributes
Blueshift also computes Predictive Scores and affinities that can then be used in segments and campaign filters.
| Attribute | Definition |
| Predictive Scores | Derived from predictive models (engagement, purchase intent/conversion, and retention) |
| Category Affinity | Based on user interactions with your content/catalog in the last 28 days, computed daily. May contain category affinities |
| Top Hour | Optimal engagement time based on session data (events and campaign engagement) in the last 28 days, computed daily |
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