Last updated Jun 27, 2024

Contextual 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
Email	email	string	john.smith@rokt.com
Conversion Type	conversiontype	string	order
First name	firstname	string	John
Last name	lastname	string	Smith
Confirmation reference	confirmationref	string	XYZ123
Billing Zip	billingzipcode	string	10014 OR 10014-1234
Amount	amount	decimal	300.5
Payment type	paymenttype	string	Credit Card
Credit card BIN	ccbin	string	372888
Mobile	mobile	string	7325558585
Country	country	ISO Alpha-2 Country Code	Examples
Language	language	string	EN
Currency	currency	string	USD
Age	age	integer	28
Gender	gender	string	m
Billing Address	billingaddress1	string	175 Varick St
Billing Address Line 2	billingaddress2	string	Floor 10
City	city	string	New York
State	state	string	New Jersey
Quantity	quantity	number	2
Margin	margin	amount	10.5
Title	title	string	Ms
Date of birth	dob	string	19831215
Experience	experience	string	purchase

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