This is a list of the filterable Attributes and Activities tracked by the Super Pixel. Some Attributes are available immediately in Feathr, while others require additional instructions to Feathr to pull in the desired information. Attributes & Activities marked with * require implementation of the Feathr Custom Parameter Update Script check out this Pixel Implementation Guide for more information on how to use it.

Attribute:

*Name: The first and last name of the person represented by this record

*Email: The email address of the person represented by this record

*Phone: The phone number of the person represented by this record

*Language: The spoken language of the person represented by this record

*Age: The age of the person represented by this record in years

*Ethnicity: The ethnicity of the person represented by this record. Options are defined by the standards set by NIH, see more here https://grants.nih.gov/grants/guide/notice-files/NOT-OD-15-089.html

*Income: The yearly income/salary of the person represented by this record in dollars per year

*Education: The highest level of education achieved by the person represented by this record

*Occupation: The occupation, role, job, or employment of the person represented by this record

*Companies: The companies associated with the person represented by this record

Date Created: The date this record was created

Date Last Seen: The date of the last time the person represented by this record produced a tracked activity

Pseudonym: An anonymized name for the person represented by this record

Times Seen: The total number of times the person represented by this record produced a tracked activity

Conversions: The total number of conversions tracked for the person represented by this record

Last Browser: The last internet browser used for the person represented by this record based on tracking data

Last Platform: The last operating system used for the person represented by this record based on tracking data

Tags: A list of categorization tags for the person represented by this record. (Tags are created and associated with people added using the data import wizard.  Custom segments that were created in pre-Da Vinci Feathr are now represented by tags in Da Vinci)

Continent: Continent codes, AF, AN, AS, EU, NA, OC, SA derived from the IP data for the person represented by this record 

Latitude: Geographical latitude derived from the IP data for the person represented by this record

Longitude: Geographical longitude derived from the IP data for the person represented by this record

Country Code: Country code derived from the IP data for the person represented by this record. ISO 3166-1 alpha-2 country codes

*Country: Proper country name derived from the IP data for the person represented by this record

State/Province Code: State, province, or region derived from the IP data for the person represented by this record. ISO 3166-2

State/Province Name: Proper state, province, or region derived from the IP data for the person represented by this record

City: Proper city or town name derived from the IP data for the person represented by this record

Zip/Postal Code: Postal code or zip code of area derived from the IP data for the person represented by this record

Time Zone: Timezone derived from the IP data for the person represented by this record

*Facebook ID: Facebook ID

*Facebook Username: Facebook username

*External ID: An id that uniquely identifies a person in another platform to serve as a link between Feathr person data and that platform

Activity:

URL: A full URL including protocol, hostname, path and query parameters. Represents the URL of the tracked activity

Impression Flavor: The type of tracked activity. This could be an ad view, ad click, page view, page link click, email view, or email link click

Event: The event a tracked activity is associated with

Template: The template a tracked activity is associated with

Creative: The creative a tracked activity is associated with

Campaign: The campaign a tracked activity is associated with

Partner: The partner a tracked activity is associated with

Date Created: The date this activity was logged

IP Address: The IP address of the device that participated in producing a tracked activity

ISP: The internet service provider of users. ISP also allows you to filter and target universities and large companies.

Screen Width: The screen width of the device that participated in producing a tracked activity in pixels

Screen Height: The screen height of the device that participated in producing a tracked activity in pixels

Browser Width: The viewport width of the browser that participated in producing a tracked activity in pixels

Browser Height: The viewport height of the browser that participated in producing a tracked activity in pixels

Platform: The operating system that participated in producing a tracked activity 

Browser: The browser that participated in producing a tracked activity 

UTM Source: A standard URL parameter used for tracking through Google Analytics. The utm_source parameter (required)[5] identifies which site sent the traffic, and is a required parameter. Example: utm_source=Google

UTM Medium: A standard URL parameter used for tracking through Google Analytics. The utm_medium parameter identifies what type of link was used, such as cost per click or email. Example: utm_medium=cpc

UTM Term: A standard URL parameter used for tracking through Google Analytics. The utm_term parameter identifies search terms. Example: utm_term=running+shoes

UTM Campaign: A standard URL parameter used for tracking through Google Analytics. The utm_campaign parameter identifies a specific product promotion or strategic campaign. Example: utm_campaign=spring_sale

UTM Content: A standard URL parameter used for tracking through Google Analytics. The utm_content parameter identifies what specifically was clicked to bring the user to the site, such as a banner ad or a text link. It is used for A/B testing and content-targeted ads. Examples: utm_content=logolink or utm_content=textlink

*Other UTM Types: Any other UTM types you might create and track are treated as Custom Parameters and require implementation of the Custom Parameter Update Script.

Common Questions

How do I instruct Feathr to pull in information that is not immediately available?
You can pull in additional, custom data by implementing the Custom Parameter Update Script. Follow the instructions of the Pixel Implementation Guide to make the information available in Feathr.

Related Links

Pixel Implementation Guide
When to use Update vs. Sprinkle Functions
Common Sprinkle Use-Cases

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