Conversion 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
Description | Attribute name | Format | Payload example |
---|---|---|---|
john.smith@rokt.com | |||
Email (SHA-256) | emailsha256 | SHA-256 hash string (lowercase raw email before hashing) | F6191D8D6A0F75CA7D237ED07CF8E4612B |
Amount | amount | amount | 300.5 |
Currency | currency | 3-letter ISO currency code | USD |
Quantity | quantity | number | 2 |
Payment type | paymenttype | string | Credit Card |
Credit card BIN | ccbin | 6 digits | 372888 |
Margin | margin | amount | 10.5 |
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 | Examples here |
Experience | experience | string | Purchase |
Unit number | unitno | string | 101 |
Address line 1 | address1 | string | 123 Fake Street |
Address line 2 | address2 | string | Building A |
ZIP or postal code | zipcode | zipcode | Format examples here |
City | city | string | New York |
State | state | state | NY |
Country | country | 2-letter ISO country code | Examples here |
Conversion type | conversiontype | string | |
Rokt Tracking ID | rokttrackingid | string |
Transactional data
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 | guest |
Product name(s) | productname | string | HX99 Compact Camera with 24-720mm zoom, 24〜720mm |
Stock keeping unit (SKU) | sku | string | DSC-HX99 |
Shipping type | shippingtype | string | Priority Express |