Overview
Learn about the user data model and how attributes are organized.
The user data model represents what the platform knows about a visitor. It is made of attributes that capture personal information, behavior, and any custom data your business needs to track.
Attributes fall into two groups:
- Standard attributes are predefined properties available on every user profile, such as the user's name, email, address, and behavioral signals like interests and activities. They include personally identifiable information (PII), available only for identified users, and anonymous information available for any user.
- Custom attributes are additional properties you define for your workspace to track information specific to your business, such as preferences, categories, or internal classifications.
Standard and custom attributes can both be referenced in audiences, CQL queries, and dynamic content.