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Attributes

Passing customer, transactional and vertical-specific data in your Rokt integration is important — as having rich, granular data allows for greater campaign optimizations, enhanced targeting and personalization capabilities, and spend efficiencies. Passing more data attributes also allows marketers to attribute conversions to their Rokt campaign with a high degree of accuracy.

You can find the full list of pre-defined Rokt attributes in the sections below, and you can also pass custom attributes to complement the standard integration.

Core Attributes

Name	Attribute	Format	Payload Example
Email	email	email	john.smith@rokt.com
Email (MD5)	emailmd5	MD5 hash string	238afb9e862add7d56bbc4181b80fa32
Email (SHA256)	emailsha256	SHA256 hash string	F6191D8D6A0F75CA7D237ED07CF8E46 1E72E5C7BB28D611DDF37E5908FDB632B
Amount	amount	amount	300.50
Currency	currency	3-letter ISO currency code	USD
Quantity	quantity	number	2
Payment Type	paymenttype	string	Credit Card, Paypal
Credit Card BIN	ccbin	6 digits	372888
Margin	margin	amount	10.50
Confirmation Reference	confirmationref	string	XYZ123
First Name	firstname	name	John
Last Name	lastname	name	Smith
Mobile	mobile	mobile format without country code	7327572923
Title	title	Mr/Mrs/Ms/Miss	Ms
Gender	gender	M or F	F
Date of Birth	dob	yyyymmdd	19831215
Age	age	integer	33
Language	language	2-letter ISO language code	en, nl, de, fr
Experience	experience	string
Unit Number	unitno	string	101
Address Line 1	address1	string	123 Fake Street
Address Line 2	address2	string	Building A
ZIP/Postcode	zipcode	zipcode	90210
City	city	string	New York
State	state	state	NY
Country	country	2-letter ISO country code	us, au, nz, ca, gb, sg
Conversion Type	conversiontype	string
Rokt Tracking ID	rokttrackingid	string

Vertical-Specific Attributes

E-commerce/Retail

Name	Attribute	Format	Payload Example
Restaurant ID	restaurantid	string
Delivery	delivery	boolean
Restaurant Name	restaurantname	string
Delivery/Pick up Addess	deliveryaddress	string
Cuisine	cuisine	string
Delivery/Pick up Time	deliverytime	time
Delivery/Pick up Date	deliverydate	date
Restaurant ZIP/Postcode	restaurantzipcode	zipcode

Event Ticketing

Name	Attribute	Format	Payload Example
Event Name	eventname	string	John Smith featuring the Smiths: Live
Event Description	eventdescription	string	The most incredible show on earth.
Event Time	eventtime	time	0800, 1930
Event ID	eventid	string	E017448281A
Event Date	eventdate	yyyymmdd	20200822
Event Venue	eventvenue	string	Austin Big Stadium
Event City	eventcity	string
Event State	eventstate	state
Event ZIP/Postcode	eventzipcode	zipcode
Event Country	eventcountry	country
Event Image URL	eventimage	url
Event URL	eventurl	url
Ticket URL	ticketurl	url
Number of Tickets	notickets	number
Seat Location(s)	seatlocation	string
Seat Number	seatnumber	number
Primary Artist ID	primaryartistid	string
Primary Artist Name	primaryartistname	string
Secondary Artist ID	secondaryartistid	string
Secondary Artist Name	secondaryartistname	string
Promoter	promoter	string
Promoter ID	promoterid	string
Venue ID	venueid	string
Venue Map URL	venuemap	url

Media and Entertainment

Name	Attribute	Format	Payload Example
Section	section	string
Section ID	sectionid	string
Sub-section	subsection	string
Sub-section ID	subsectionid	string
Author Name	author	string
Author ID	authorid	string
Subscriber	subscriber	string
Subscription Program	subscription	string

Transactional/Purchase

Name	Attribute	Format	Payload Example
Major Category	majorcat	string	Electronics
Major Category ID	majorcatid	string	10011
Minor Category	minorcat	string	Cameras
Minor Category ID	minorcatid	string	10
Customer Type	customertype	guest/member	10
Product Name(s)	productname	string
Stock Keeping Unit (SKU)	sku	string
Shipping Type	shippingtype	string

Travel

Name	Attribute	Format	Payload Example
Number of Passengers	pax	number
Travel Class	travelclass	string
Trip Type	triptype	string
Route	route	string
Loyalty Program	loyaltyprogram	string
Loyalty Program ID	loyaltyprogramid	string
Loyalty Tier	loyaltytier	string
Carrier	carrier	string
Booked Hotel	bookedhotel	boolean
Purchased Insurance	purchasedinsurance	boolean
Booked Car	carbooked	boolean
Excess Baggage	excessbaggage	boolean
Destination Airport	destairport	string
Destination City	destcity	string
Departure Airport	departairport	string
Departure City	departcity	string
Travel Time	traveltime	time
Travel Date	traveldate	date
Departure Airport ZIP/Postcode	departairportzipcode	zipcode
Check-In URL	checkinurl	url
Ticket URL	ticketurl	url
Passenger Name	passengername	name

Fulfillment Attributes

Personally Identifiable Information (PII) is often required by Rokt to fulfill campaign goals. For example, a user's email address is considered PII and is essential for Rokt to be able to deliver an email campaign. These pieces of information are known as Fulfillment Attributes. Rokt has designed a ‘2 step data pass’ process that allows for the passing of Fulfillment Attributes to Rokt, whilst ensuring security for the customer and maintaining the quality of their experience.

The process allows for sharing of hashed (SHA256) PII values on the initiation of the integration, with the sharing of raw PII values deferred until after the customer has positively engaged with a Rokt offer. Disclosing hashed values at the initiation of the integration allows Rokt's systems to deliver on some of the expected functionalities (e.g. suppress showing offers to a returning user) while still respecting privacy concerns.

The following code snippet describes basic usage of the 2 step process:

  rokt.onLoaded(function(rokt) {
    const email = 'john.smith@rokt.com';
    const emailsha256 = 'F6191D8D6A0F75CA7D237ED07CF8E461E72E5C7BB28D611DDF37E5908FDB632B';
 
    rokt.setAttributes({ 
      // Other Attributes
      "emailsha256": emailsha256, 
    });
 
    rokt.init({ 
      // Rokt Configuration
    });
 
    rokt.onPositiveEngagement(function () {
      rokt.setAttributes({ 
        "email": email, 
      });
    });
  });

The above snippet assumes you supply the hashed variant of the email synchronously prior to the initialization of the Rokt Object.

Note: please ensure that the email is lower cased and trimmed of whitespace prior to hashing.

Additionally, to make the process a little easier, we provide a utility function that formats and hashes a given string:

  rokt.onLoaded(function(rokt) {
    const email = 'john.smith@rokt.com';
    return rokt.hashString(email).then(function(emailsha256) {
    // Remaining code unchanged from previous example
    });
  });

With multiple attributes, it’s advisable to use Promise.all() as in the following example:

 
<script type="module">
 rokt.onLoaded(function(rokt) {
   const lastName = 'Smith';
   const email = 'johnsmith@rokt.com';
 
   return Promise.all([
     rokt.hashString(email),
     rokt.hashString(lastName),
   ]).then(function([
     emailsha256,
     lastNamesha256,
   ]){
     rokt.setAttributes({
       "emailsha256": emailsha256,
       "lastNamesha256": lastNamesha256,
     });
 
     rokt.init({
       // Init Options
     });
 
     rokt.onPositiveEngagement(function() {
       rokt.setAttributes({
         "email": email,
         "lastName": lastName,
       });
     });
   });   
 });
</script>