Skip to main content

Data attributes

To properly match conversions to campaign events, Rokt requires a customer identifier, either raw email, hashed email (SHA-256) or Rokt Tracking ID.

Including contextual data in your conversion reporting helps Rokt optimize your campaigns.

You can find the full list of predefined Rokt attributes in the sections below. You can also define any custom attributes for enhanced reporting.

Core attributes

DescriptionAttribute nameFormatPayload example
Emailemailstringjohn.smith@rokt.com
Conversion Typeconversiontypestringorder
First namefirstnamestringJohn
Last namelastnamestringSmith
Confirmation referenceconfirmationrefstringXYZ123
Billing Zipbillingzipcodestring10014 OR 10014-1234
Amountamountdecimal300.5
Payment typepaymenttypestringCredit Card
Credit card BINccbinstring372888
Mobilemobilestring7325558585
CountrycountryISO Alpha-2 Country CodeExamples
LanguagelanguagestringEN
CurrencycurrencystringUSD
Ageageinteger28
Gendergenderstringm
Billing Addressbillingaddress1string175 Varick St
Billing Address Line 2billingaddress2stringFloor 10
CitycitystringNew York
StatestatestringNew Jersey
Quantityquantitynumber2
Marginmarginamount10.5
TitletitlestringMs
Date of birthdobstring19831215
Experienceexperiencestringpurchase

Transactional data

NameAttributeFormatPayload example
Major categorymajorcatstringElectronics
Major category IDmajorcatidstring10011
Minor categoryminorcatstringCameras
Minor category IDminorcatidstring10
Customer typecustomertypeguest / memberguest
Product name(s)productnamestringHX99 Compact Camera with 24-720mm zoom, 24〜720mm
Stock keeping unit (SKU)skustringDSC-HX99
Shipping typeshippingtypestringPriority Express
Was this article helpful?