Blueshift has a standard set of attributes you can map your data to when you import customer data into Blueshift. At the time of building a segment, you can select these in the segment builder.

Attribute	Definition
email	Email address of the user, identifies a user uniquely.
customer_id	Customer id for this user in your database, identifies a user uniquely.
firstname	User first name (optional)
lastname	User last name (optional)
gender	User's gender (optional): male, female or unknown.
joined_at	Date user joined (optional) in ISO-8601 format
unsubscribed	User’s subscription status (optional). Boolean - Set to true - if the user has unsubscribed from mailing list.
unsubscribed_at	Date when user unsubscribed in ISO-8601 format.
whatsapp_preferences	Nested attribute for WhatsApp subscription preferences. Contains `subscribed`, `subscribed_at`, `unsubscribed_at`, and `sender_number`. See Manage WhatsApp subscriptions.
email_hard_bounced	Automatically updated when a hard bounce occurs (true or false).
email_spam_reported	Automatically updated when a user marks your email as spam via the ISP (true or false).
email_last_bounce_reason	The reason for the last hard bounce that occurred for this user's email address. This attribute only captures hard bounces, not soft bounces. If user profiles are merged, the winning profile's email_last_bounce_reason is retained.
phone_number	User's phone number, including ISD code. Used for SMS messaging. (optional)
updated_at	Timestamp of the last update to the user profile, in ISO-8601 format. Blueshift sets this timestamp automatically; it cannot be set manually. It is updated by: Profile updates via the dashboard or API User merge, forget, or delete operations Campaign activity, such as clicking an unsubscribe link Blueshift-internal updates, such as user metrics, predictive scores, or email validation

Email validation attributes

When you run email address validation and enable profile updates, the results are saved as standard customer attributes under the parent object bsft_email_validation. Each validation field is stored as a nested attribute using dot notation.

Attribute	What it tells you	Example value
`bsft_email_validation.address`	The email address that was validated	`[email protected]`
`bsft_email_validation.result`	Overall recommendation on whether to send to this address	`deliverable`, `undeliverable`, `do_not_send`
`bsft_email_validation.risk`	Risk level associated with sending to this address	`low`, `medium`, `high`
`bsft_email_validation.reason`	Why the email was flagged or marked risky	`invalid_domain`, `mailbox_full`, `catch_all`
`bsft_email_validation.is_role_address`	Indicates role-based addresses such as `support@`, `info@`, `sales@`, etc.	`true`
`bsft_email_validation.is_disposable_address`	Indicates temporary or disposable email providers	`true`
`bsft_email_validation.is_bot`	Indicates automated or bot-like email activity	`true`
`bsft_email_validation.engagement`	Indicates whether engagement signals are available for this address	`true`
`bsft_email_validation.root_address`	Base address when aliases are detected	`[email protected]`
`bsft_email_validation.did_you_mean`	Suggested correction for common typos	`[email protected]`
`bsft_email_validation.email_validated_at`	When the validation was last performed	`2026-01-14 16:34`

Where to use these attributes

Email validation attributes are available anywhere customer attributes can be selected or referenced in Blueshift, including:

Profile search — find customer profiles using validation fields.
Segments — filter users by result, risk, or other email-quality signals.
Campaign trigger filters — control eligibility for triggered campaigns.
Templates (Liquid) — personalize content using validation attributes.
Audience syndication — send audiences using validation-based filters.
Exports — include validation attributes in segment exports.
Imports — map and update validation fields when importing customers.

Subscription status attributes

The customers’s subscription status for each channel is captured in a unique attribute. By default, the unsubscribed attribute for all customers is set to NULL.

Email	unsubscribed	unsubscribed_at
Push	unsubscribed_push	unsubscribed_push_at
In-app	unsubscribed_inapp	unsubscribed_inapp_at
SMS	unsubscribed_sms	unsubscribed_sms_at
WhatsApp	whatsapp_preferences.subscribed	whatsapp_preferences.subscribed_at
Standard attributes	opted_in	opted_in_at

Note: If you are using Blueshift’s full service SMS offering, you can use multiple sender IDs for your SMS campaigns and manage your customer's preferences individually for each sender ID. For more information, see Manage SMS subscriptions.

Email tracking attributes

If you have enabled the Email Tracking Opt Out feature for your account to comply with the EU e-privacy Directive, the following attributes will be used for tracking a customer’s email open and click tracking preferences:

email_open_tracking_enabled: User's status for tracking email opens.
email_click_tracking_enabled: User's status for tracking clicks in emails.

Ad preferences for Google Ads

If you have enabled Ad Preferences for your account in order to comply with DMA and Google's updated EU user consent policy, the following attributes will be used to track customer consent and Blueshift will report the data from these attributes to the appropriate consent fields in Google when you syndicate and audience with Google Ads.

google_ad_user_data - Sets consent for sending user data to Google for advertising purposes.
google_ad_personalization - Sets consent for personalized advertising.

The attributes are displayed in the customer profile under the Ad Preferences section.

Standard device attributes

Blueshift also has the following standard device attributes that you can use to track different mobile devices used by a customer. With these attributes you can track user and device level push and in-app message subscription status for each mobile device a customer owns.

Blueshift also derives some device attributes.

Device IDs

A unique device_id is assigned to the device each time a customer installs your app on a device.
If the customer installs the app on more than one device, multiple device_ids will be seen on the customer profile.
If the customer uninstalls and installs the app more than once on the same device, multiple device_ids will be seen on the customer profile.
You can see the app installation status for each device_id seen on the customer profile. You can keep the app installation status up to date by running a campaign to Track app uninstalls.
You can add a feature/code to your app to reset the device_id based on your use case. In such cases, when the device_id is reset, a new device_id is created, and this is seen as a new device on the customer profile.
When an in-app message is sent to the customer from a campaign, the message is sent to all the eligible device_ids.
When a push notification is sent to the customer from a campaign, the notification is sent to all the eligible device_ids. By default, Blueshift sends to only one device per customer — the last device used. To enable delivery to all active devices, contact [email protected].

Attribute	Definition
device_id	Mobile device identifiers (mandatory).
device_token	Mobile device tokens used for Push messaging.
device_type	The type of device. For example, Android.
enable_inapp	User’s status for receiving inapp messages. Set to false if the user opts out of receiving inapp messages.
enable_push	User’s status for receiving push notifications. Set to false if the user opts out of receiving push notifications.
os_name	Mobile device OS. For example, Android or iOS.
os_version	Mobile device OS version. For example, iOS 15.
app_name	The app on the mobile device.
app_version	The version of the app used.
app_updated_at	User-level attribute of the app_update event for further user segmentation.
app_installed_at	User-level attribute of the app_install event for further user segmentation.
app_status	Whether the app is installed or uninstalled.
device_manufacturer	The device manufacturer. For example, Apple or Samsung.
ios_idfa	The Identifier for Advertisers (IDFA) is a random device identifier assigned by Apple to a user's device. The IDFA is used for tracking and identifying a user (without revealing personal information). You can use this identifier to track data for customized advertising.
ios_idfv	The Identifier for Vendors (IDFV) is a code assigned to all apps by one developer and is shared across all apps by that developer on your device. The value of the IDFV is the same for apps from the same developer running on the same device.
advertising_id	Device ID provided by Google Play Services. It gives users better controls and provides developers with a simple, standard system to continue to monetize their apps. It enables users to reset their identifier or opt out of personalized ads (formerly known as interest-based ads) within Google Play apps.
firebase_instance_id	Firebase Instance ID provides a unique identifier for each app instance and a mechanism to authenticate and authorize actions.
last_activity	Most recent time the device was used.
updated_at	Timestamp of the most recent app update on this device.
country_code	The country code of the device's locale, for example, US, FR, UK, etc.
language_code	The language code of the device's language, for example, en, fr.
limit_ad_tracking	(Boolean) Indicates if the ad personalization is enabled or not. This is only available for Android devices.
app_installed_at	Date and time the app is installed in ISO-8601 format, for example, 2024-03-14T06:58:24.720Z
app_updated_at	Date and time the app is updated in ISO-8601 format, for example, 2024-03-14T06:58:24.720Z
previous_app_version	The previous app version number before updating the app. Example: 3.4.5.

Promotion details

You can see the Promotion name and the actual Promo code that was sent to the customer through Blueshift campaigns. Use this information to get more insights into customer engagement.

Promotion name	The name of the promotion.
Promotion code	The actual promotion code that was sent to the customer.

Standard Attributes