Customer attributes in Data Studio

Create a customer attribute

Follow these steps to create a new customer attribute in the Data Studio.

• Go to the Customer Data section in the left-hand menu.
• Click Data Studio to open the Customer Schema tab.
• Click the + CUSTOMER ATTRIBUTE button in the top-right corner to open the Create Customer Attribute modal.
• Enter the following details:
  • Name: Enter a name for the customer attribute.
  • Type: Select from String, Integer, Decimal, Date, or Boolean.
  • Description: Provide a brief description (max 150 characters).
• Click Save to create the attribute.
  • The attribute will be created as a custom attribute and can be viewed in the Data Studio.
• Note: The new customer attribute may take 2–3 minutes to appear in the Data Studio grid.

View and manage attributes

The following functionality is similar for both Customer attributes and Event attributes in Data Studio.

Table view

Attributes are displayed in a table view that provides a structured overview with the following columns:

• Attribute name: The name of the attribute.
• Category: Indicates whether the attribute is Standard, Derived, Predictive, or Custom.
• Data type: Specifies the data format, such as String, Boolean, or Date.
• Description: Editable for Custom attributes to provide additional context.
• Created at: Shows when the attribute was created.

For an expanded, detailed view, click the row or select View details from the three-dot menu at the right corner of the row.

On the expanded view, you can perform the following actions:

• Update the description for custom attributes.

• View sample values for all attributes. Sample values are displayed within their nested structure for nested or object data types.
• View nested attributes by clicking the expand icon for an object or nested data type.

• Switch to the Used by tab to view where the attribute is referenced across your account. This includes launched or paused campaigns (trigger filters, event filters, data update triggers, sender settings), segments, templates, personalization objects, shared assets, and external fetches.

• The Associations tab is available only for event attributes. It shows the events associated with the selected attribute, along with each event's Last Seen date. Some associated events might not show a date because event visibility depends on the data retention policy. Newly ingested events can take 2 to 3 minutes to appear in this tab.

Search, filters, and sorting

To help you locate specific attributes quickly, Data Studio provides:

• Search: Find specific attributes using the "Search by Attribute Name" bar.
• Filters: Narrow down results by Category (Standard, Derived, Predictive, or Custom) or Data type. For event attributes, you can also filter by Event name.
• Sorting: Click on column headers (e.g., Attribute name, Category) to sort attributes alphabetically or by type.

JSON view

The JSON view offers a detailed, developer-friendly representation of the schema. It includes:

• Attribute names as keys.
• Attribute details like labels, categories, data types, and sample values as values.

How to access the JSON view

• Click the JSON toggle at the top of the screen.
• Use the search bar to locate specific attributes by key name. You can also change the theme and copy the JSON.
• Download the schema by clicking the download JSON icon at the top right of the screen.

Attribute usage report

The Attribute usage report helps you identify where attributes are used across your account, such as in segments, campaigns, and templates.

To generate the report, click the download icon near the top-right corner of the screen (next to the "Custom Attribute" button).

When you click the download icon, a link to download the report will be emailed to you. The report is downloaded as a CSV file containing attribute usage details. If a report has already been generated within the last 24 hours, the same download link will be sent again.

The downloaded CSV report provides a detailed view of how attributes are used across your account. Each row represents an attribute and includes the following:

• Attribute name: The name of the attribute being used.
• Entity type: The type of object where the attribute is used, such as a segment, campaign, or template.
• Entity name: The name of the specific segment, campaign, or template referencing the attribute.
• Path: The path or context within the entity where the attribute appears.