Profile attributes in Data Activation (formerly Customer Data Platform) are populated with values from website events or the profile update API. For example, the user attribute Medium collects values from the event data key analytics.medium.

When creating custom attributes, either through the UI or the attributes API, you specify which event data key provides the values. You can reuse an existing event data key already linked to another attribute which is useful to collect the same data twice with different aggregations. Or you can specify a new key to collect data independently.

Events sent through the profile update API can include values for both analytics event data keys and custom keys configured when creating custom attributes. This allows you to update profile data gathered from your website or enrich profiles with information from other sources, like a CRM system.

Here’s an example profile update request body:

{
  "identifiers": {
    "user_id": "tom1998@example.com"
  },
  "attributes": {
    "analytics.medium": "newsletter",
    "crm_user_score": "12"
  }
}

The tables below show all event data keys available by default.

Event data keys

browser_engine


Event data key	analytics.browser_engine
Value description	Browser engine
Example	Gecko
Type	string
Aggregation	First & last

browser_language_iso639


Event data key	analytics.browser_language_iso639
Value description	Browser language ISO-639
Example	en
Activation value example	English
Type	string
Aggregation	First & last
Notes	Possible values: browser_language_iso639.json

browser_name


Event data key	analytics.browser_name
Value description	Browser name
Example	FF
Activation value example	Firefox
Type	string
Aggregation	First & last
Notes	Possible values: browser_name.json

browser_version


Event data key	analytics.browser_version
Value description	Browser version
Example	79.0
Type	string
Aggregation	First & last

campaign_content


Event data key	analytics.campaign_content
Value description	Campaign content
Example	textlink
Type	string
Aggregation	First & last

campaign_gclid


Event data key	analytics.campaign_gclid
Value description	Campaign gclid
Example	MFIXNyAtIzlqSWgivr-aAfYFHchmPWSuiFI
Type	string
Aggregation	List unique

campaign_id


Event data key	analytics.campaign_id
Value description	Campaign ID
Example	c0172
Type	string
Aggregation	First & last

campaign_name


Event data key	analytics.campaign_name
Value description	Campaign name
Example	spring_sale
Type	string
Aggregation	First & last

consent_action


Event data key	analytics.consent_action
Value description	Consent action
Example	1
Activation value example	First consent
Type	number
Notes	Possible values: consent_action.json

consent_form_button


Event data key	analytics.consent_form_button
Value description	Consent form button
Example	1
Activation value example	Agree to all
Type	number
Notes	Possible values: consent_form_button.json

consent_scope


Event data key	analytics.consent_scope
Value description	Consent scope
Example	1
Activation value example	Full consent
Type	number
Notes	Possible values: consent_scope.json

consent_source


Event data key	analytics.consent_source
Value description	Consent source
Example	1
Activation value example	Popup or bottom bar
Type	number
Notes	Possible values: consent_source.json

consent_type_ab_testing_personalization


Event data key	analytics.consent_type_ab_testing_personalization
Value description	Whether users consent to A/B testing and personalization
Example	true
Type	bool
Aggregation	Last

consent_type_analytics


Event data key	analytics.consent_type_analytics
Value description	Whether users consent to analytics
Example	true
Type	bool
Aggregation	Last

consent_type_conversion_tracking


Event data key	analytics.consent_type_conversion_tracking
Value description	Whether users consent to conversion tracking
Example	true
Type	bool
Aggregation	Last

consent_type_custom_1


Value description	Whether users consent to a custom action
Example	true
Type	bool
Aggregation	Last

consent_type_marketing_automation


Event data key	analytics.consent_type_marketing_automation
Value description	Whether users consent to marketing automation
Example	true
Type	bool
Aggregation	Last

consent_type_remarketing


Event data key	analytics.consent_type_remarketing
Value description	Whether users consent to remarketing
Example	true
Type	bool
Aggregation	Last

consent_type_user_feedback


Event data key	analytics.consent_type_user_feedback
Value description	Whether users consent to feedback
Example	true
Type	bool
Aggregation	Last

content_name


Event data key	analytics.content_name
Value description	Content name
Example	promo-video
Type	string

content_piece


Event data key	analytics.content_piece
Value description	Content piece
Example	https://example.com/public/promo-01.mp4
Type	string

content_target


Event data key	analytics.content_target
Value description	Content target
Example	https://example.com/more
Type	string

cookie_id_hex


Event data key	analytics.cookie_id_hex
Value description	Cookie identifier
Example	8d4dd17c784a6330
Type	string
Aggregation	List unique
Notes	When updating the profile, this dimension should be sent in the cookie_id property of identifiers

custom_event_action


Event data key	analytics.custom_event_action
Value description	Custom event action
Example	assignment-submitted
Type	string

custom_event_category


Event data key	analytics.custom_event_category
Value description	Custom event category
Example	assignment
Type	string

custom_event_name


Event data key	analytics.custom_event_name
Value description	Custom event name
Example	Math - trigonometry - assignment 4
Type	string

custom_event_value


Event data key	analytics.custom_event_value
Value description	Custom event value
Example	10
Type	number

device_brand


Event data key	analytics.device_brand
Value description	Device brand
Example	DL
Activation value example	Dell
Type	string
Aggregation	First & last
Notes	Possible values: device_brand.json

device_model


Event data key	analytics.device_model
Value description	Device model
Example	Vostro 3020 MT
Type	string
Aggregation	First & last

device_type


Event data key	analytics.device_type
Value description	Device type
Example	0
Activation value example	Desktop
Type	number
Aggregation	First & last
Notes	Possible values: device_type.json

download_url


Event data key	analytics.download_url
Value description	Download URL
Example	https://example.com/file.pdf
Type	string

event_custom_dimension_N


Event data key	analytics.event_custom_dimension_N
Value description	Event custom dimension
Example	size-m
Type	string

event_title


Event data key	analytics.event_title
Value description	Event title
Example	Piwik PRO Analytics Suite
Type	string

event_type


Event data key	analytics.event_type
Value description	Event type
Example	1
Activation value example	Page view
Type	number
Notes	Possible values: event_type.json

event_url


Event data key	analytics.event_url
Value description	Event URL
Example	https://example.com/hello
Type	string
Aggregation	First, Last

goal_revenue


Event data key	analytics.goal_revenue
Value description	Value of the goal conversion
Example	5
Type	number
Aggregation	Sum

goal_uuid


Event data key	analytics.goal_uuid
Value description	UUID of the converted goal
Example	18344645-84d3-4544-b870-8df42b24d9f2
Type	string
Aggregation	List unique

item_count


Event data key	analytics.item_count
Value description	Ecommerce item count
Example	1
Type	number

keyword


Event data key	analytics.keyword
Value description	Keyword
Example	git
Type	string
Aggregation	First & last

location_city_geoname_id


Event data key	analytics.location_city_geoname_id
Value description	Location city geoname ID
Example	11609029
Type	number
Aggregation	First & last
Notes	When updating the profile, it must be provided together with location_city_name

location_city_name


Event data key	analytics.location_city_name
Value description	Location city name
Example	Cambridgeshire
Type	string
Notes	When updating the profile, it must be provided together with location_city_geoname_id

location_continent_iso_code


Event data key	analytics.location_continent_iso_code
Value description	Location continent ISO code
Example	EU
Activation value example	Europe
Type	string
Aggregation	First & last
Notes	Possible values: location_continent_iso_code.json

location_country_iso_code


Event data key	analytics.location_country_iso_code
Value description	Location country ISO code
Example	GB
Type	string
Aggregation	First & last
Notes	When updating the profile, it must be provided together with location_country_name

location_country_name


Event data key	analytics.location_country_name
Value description	Location country name
Example	United Kingdom
Type	string
Notes	When updating the profile, it must be provided together with location_country_iso_code

location_ipv4


Event data key	analytics.location_ipv4
Value description	IP v4
Example	192.168.1.3
Type	ip
Aggregation	First & last

location_ipv6


Event data key	analytics.location_ipv6
Value description	IP v6
Example	2001:0db8:0:0::1428:57ab
Type	ip
Aggregation	First & last

location_latitude


Event data key	analytics.location_latitude
Value description	Latitude
Example	52.36717
Type	number
Aggregation	First & last

location_longitude


Event data key	analytics.location_longitude
Value description	Longitude
Example	0.00433
Type	number
Aggregation	First & last

location_organization


Event data key	analytics.location_organization
Value description	Location organization
Example	organization
Type	string
Aggregation	First & last

location_provider


Event data key	analytics.location_provider
Value description	Location provider
Example	provider
Type	string
Aggregation	First & last

location_subdivision_1_iso_code


Event data key	analytics.location_subdivision_1_iso_code
Value description	Location subdivision 1 ISO code
Example	EN
Type	string
Aggregation	First & last
Notes	When updating the profile, it must be provided together with location_subdivision_1_name

location_subdivision_1_name


Event data key	analytics.location_subdivision_1_name
Value description	Location subdivision 1 name
Example	England
Type	string
Notes	When updating the profile, it must be provided together with location_subdivision_1_iso_code

location_subdivision_2_iso_code


Event data key	analytics.location_subdivision_2_iso_code
Value description	Location subdivision 2 ISO code
Example	CAM
Type	string
Aggregation	First & last
Notes	When updating the profile, it must be provided together with location_subdivision_2_name

location_subdivision_2_name


Event data key	analytics.location_subdivision_2_name
Value description	Location subdivision 2 name
Example	Cambridgeshire
Type	string
Notes	When updating the profile, it must be provided together with location_subdivision_2_iso_code

medium


Event data key	analytics.medium
Value description	Medium
Example	organic
Type	string
Aggregation	First & last

operating_system


Event data key	analytics.operating_system
Value description	Operating system
Example	WIN
Activation value example	Windows
Type	string
Aggregation	First & last
Notes	Possible values: operating_system.json

operating_system_version


Event data key	analytics.operating_system_version
Value description	Operating system version
Example	10
Type	string
Aggregation	First & last

order_id


Event data key	analytics.order_id
Value description	Ecommerce order ID
Example	1634
Type	string

order_time


Event data key	analytics.order_time
Value description	Time of the ecommerce order
Example	2023-09-12T09:23:45.000000Z
Type	datetime
Aggregation	Maximum

outlink_url


Event data key	analytics.outlink_url
Value description	Outlink URL
Example	https://out.example.com
Type	string

referrer_type


Event data key	analytics.referrer_type
Value description	Referrer type
Example	2
Activation value example	Search engine
Type	number
Aggregation	First & last
Notes	Possible values: referrer_type.json

referrer_url


Event data key	analytics.referrer_url
Value description	Referrer URL
Example	https://referrer.example.com/
Type	string
Aggregation	First & last

resolution_height


Event data key	analytics.resolution_height
Value description	Resolution height
Example	1080
Type	number
Aggregation	First & last

resolution_width


Event data key	analytics.resolution_width
Value description	Resolution width
Example	1920
Type	number
Aggregation	First & last

revenue


Event data key	analytics.revenue
Value description	Ecommerce order value
Example	35.5
Type	number
Aggregation	Sum

revenue_discount


Event data key	analytics.revenue_discount
Value description	Ecommerce order discount
Example	5.5
Type	number

revenue_shipping


Event data key	analytics.revenue_shipping
Value description	Ecommerce order shipping
Example	10
Type	number

revenue_subtotal


Event data key	analytics.revenue_subtotal
Value description	Ecommerce order subtotal
Example	25.5
Type	number

revenue_tax


Event data key	analytics.revenue_tax
Value description	Ecommerce order tax
Example	7.23
Type	number

search_category


Event data key	analytics.search_category
Value description	Search category
Example	footwear
Type	string

search_keyword


Event data key	analytics.search_keyword
Value description	Search keyword
Example	running shoes
Type	string

search_results_count


Event data key	analytics.search_results_count
Value description	Search results count
Example	165
Type	number

server_time


Event data key	analytics.server_time
Value description	Time of the event
Example	2023-09-11T17:39:31.000000Z
Type	datetime
Aggregation	Maximum, Minimum

session_custom_dimension_N


Event data key	analytics.session_custom_dimension_N
Value description	Session custom dimension
Example	hight-contrast-on
Type	string
Aggregation	List unique

source


Event data key	analytics.source
Value description	Source
Example	google
Type	string
Aggregation	First & last

source_medium


Event data key	analytics.source_medium
Value description	Source / Medium
Example	google / organic
Type	string
Aggregation	First & last

timing_dom_interactive


Event data key	analytics.timing_dom_interactive
Value description	DOM interactive time (in milliseconds)
Example	743
Type	number

timing_event_end


Event data key	analytics.timing_event_end
Value description	Event end time (in milliseconds)
Example	259
Type	number

user_id


Event data key	analytics.user_id
Value description	User identifier
Example	mikesmith@example.com
Type	string
Aggregation	List unique
Notes	When updating the profile, this dimension should be sent in the user_id property of identifiers

visitor_id_hex


Event data key	analytics.visitor_id_hex
Value description	Visitor identifier
Example	af7a891e65ecf95b
Type	string
Aggregation	List unique