Attributes
Attributes are data fields that usually contain data such as name, location, phone number, email address, or customer status. Your account comes prepared with a set of Default Attributes, and you can create your own Custom Attributes in the Data Model to use for personalisation and segmentation.
Together, default and custom attributes give each profile its identity in Apsis One — and form the foundation for relevant, personalised marketing.
💡 Attributes vs. Tags vs. Events
Attributes — data fields with values (e.g. First name = "Anna").
Tags — labels that are either applied or not (e.g. "VIP").
Events — actions a profile has performed (e.g. opened email, viewed page).
In this article
Default Attributes
The Attributes that are created and tracked by default are the following:
Attribute | Description |
First name | The first name or names of the person associated with the Profile. |
Last name | The last name or names of the person associated with the Profile. |
The email address the person associated with the Profile provided with their explicit consent. | |
Mobile | The phone number provided with explicit consent. Phone numbers must contain no spaces or zeros at the start. The country code is mandatory. Follow the MSISDN format, for example: 46793699558. |
Birth date | The date of birth of the person associated with the Profile. |
CRM-ID | The customer ID associated with the Profile in the CRM (or other integrated master data source). |
Custom Attributes
The Custom Attributes are the data fields you can create to collect exactly the data relevant to your business. These Attributes are created in the Section's Data Model. Read the article Data model | Apsis Knowledge base
Create a Custom Attribute
Head over to your User Icon and choose Account Settings.
Choose the Section you are working in.
Choose Data Model in the left menu, scroll down to Custom Attributes, and click Add New Attribute.
Enter a name for the Attribute.
Choose an Attribute type to make sure that the Attribute values are in the right format. Choose between:
Text: UTF-8 encoded text (string) value with a 1000-character limit. For example: Female, Non-binary, Male.
True/False: A boolean Attribute. For example, downloaded the app = true.
NOTE: Imported values like TRUE/FALSE, true/false, True/False or 1/0 are automatically converted to true/false.
Date: A date of birth, for example. The date format currently supported is ISO-8601 (YYYY-MM-DD).
Timestamp: A string value the same as the date field, yet this Attribute will also track the time as well as the date in Unix format (render_hint date_YYYY-MM-DD).
Number: A field for numbers, like an age or a phone number.
Number w/decimals: Same as the number field, but with the ability to track numbers with decimals — like a person's height.
If you want to further adjust the Attribute, like specifying its Allowed Operations for Apsis One API, first save your Attribute and then edit it to see all the available options.
Done? Click Save.
Edit an Attribute
Make sure you're in the Attributes tab in Data Model.
Locate the Attribute you wish to edit and click the pencil icon.
Edit the Attribute and remember to Save.
⚠️ Renaming an Attribute only updates in the UI - not the discriminator used by the Apsis One API.
About Allowed Operations
This setting only applies to operations performed by the API and Integrations. It is intended to give you control over which identifiers can be used to read or write Profile data by external systems.
For example, you can adjust these settings to keep third-party systems (advertising platforms, social media tools) from reading sensitive Profile data by disabling the read permission for the email identifier linked to that system.
Remember to Save after making changes.
Hide Attributes
Hidden Attributes will not appear in Profiles or any activities, but they will not be deleted.
⚠️ Hiding an Attribute cannot be undone.
Locate the Custom Attribute you wish to hide.
Click the eye icon.
Are you sure you want to proceed? This action cannot be undone. Click Hide to confirm.
Attribute Properties
Attributes have a name, a type, and a value:
The name of the Attribute determines which type of data will be collected.
The value of the Attribute is the actual data collected in the field.
The type of the Attribute determines the shape or form of the data (text, date, number).
Attribute types
Type | Description & example |
Text | UTF-8 encoded text (string) value with a 1000-character limit. For example: Female, Non-binary, Male. |
True/False | A boolean Attribute. For example, downloaded the app = true. Supported values: true or false (lower case). |
Number | A field for numbers, like an age or a phone number. |
Timestamp | An integer value the same as the date field, yet this Attribute will also track the time as well as the date in Unix format. |
Number w/decimals | Same as the number field, but with the ability to track numbers with decimals — like a person's height. |
Date | A date of birth, for example. |
Get more in-depth information about data formats.
Common use cases
Use case | Attribute setup | What it enables |
Personalisation in email | First Name, Last Name, City, Company | Greet recipients by name, reference their location or organisation in subject lines and content. |
Membership status | Custom Member (True/False) + Membership tier (Text) | Trigger different journeys for active members vs. lapsed, or send tier-specific perks. |
Birthday campaigns | Birth date (Date) | Send automated birthday emails through Marketing Automation, segment by age range. |
Loyalty value | Custom Lifetime spend (Number with decimals) + Last purchase date (Date) | Identify VIPs, build re-engagement segments for lapsed customers. |
Language & locale | Custom Preferred language (Text) | Send content in the recipient's preferred language using row segmentation in email. |
B2B context | Company, Role, Industry (all Text) | Tailor content by job title, route leads to the right sales team, segment by industry. |
Troubleshooting
The Attribute value isn't appearing in my email
Data tags pull from Attributes. If the value is missing, check: (a) the profile actually has a value stored for that Attribute (look in the 360 Profile view), (b) the data tag in your email has not been hidden or changed.
Imported values aren't being recognised
Format matters. If your file column is mapped to a Date Attribute, values must be in ISO-8601 format (YYYY-MM-DD).
For True/False: NOTE: Imported values like TRUE/FALSE, true/false, True/False or 1/0 are automatically converted to true/false.
For Mobile, follow MSISDN format with no spaces and no leading zeros, country code mandatory (e.g. 46793699558). Check the supported data formats for full details.
I hid an Attribute by mistake
Hiding an Attribute cannot be undone. The data is not deleted — it's just hidden from profiles and activities. To "use it again", you'll need to recreate the Attribute and re-import the data, or contact Customer Service for help.
I want to add a new Default Attribute
Default Attributes are fixed and managed by Apsis One. To track additional data you choose, create a Custom Attribute.
I want to add a new Custom Attribute but do not see the option
To make changes in the data model you must be Account owner or Admin. If you are a regular user, please ask one of your admins or account owners to assist or an account owner to update your user to admin.
Text Attribute values look truncated
Text Attributes have a 1000-character limit. Long-form content (descriptions, notes) may be cut off.
What's next?