What are attributes?
Think of attributes as facts you know about each customer:- Who they are (name, email, role)
- What they’ve done (signup date, invoices created, login count)
- Where they are in their journey (stage, job membership)
- What Trig has observed (days in stage, objectives completed)
Attribute types
Ingested attributes
Pulled from external systems into Trig. Sources:- CRM: HubSpot, Salesforce
- Data warehouse: Snowflake, BigQuery, Redshift
- Product analytics: Mixpanel, Amplitude, Segment, Pendo
company_name(from HubSpot)arr(from Salesforce)signup_date(from product database)plan_type(from billing system)
Trig activity attributes (auto-generated)
Created automatically as customers interact with Trig objects. For every job, behaviour, stage, and objective:Rolled-up attributes
Aggregated from child entities (People) to parent entities (Organisations).
Examples:
total_time_entries_created(sum)active_user_count(count)average_session_duration(mean)
Calculated attributes
Derived from other attributes through computation. Examples:days_since_signup(today minus signup_date)days_until_renewal(renewal_date minus today)health_score(composite of multiple factors)
Action-created attributes
Set by job actions when customers complete or exit. Example:Person vs organisation attributes
Person attributes
Describe individual users:- Identity: email, user_id, name
- Role: job_title, permissions, admin_status
- Behaviour: last_login, feature_usage, session_count
- Trig activity: job membership, behaviour completion
Organisation attributes
Describe accounts/companies:- Identity: company_name, domain, account_id
- Commercial: arr, contract_value, plan_type
- Relationship: customer_since, renewal_date, csm_owner
- Aggregated: total_users, active_user_count
- Trig activity: stage, job outcomes
Choosing the right level
Using attributes in filters
Building filters
- Select attribute: Choose from available attributes
- Select operator: equals, not equals, greater than, contains, has value
- Set value: The comparison value
Filter groups
| Within a group | AND — All conditions must be true | | Between groups | OR — Any group can be true |Common filter patterns
New customers:Attributes vs events
Attributes
- Nature: Static values on a record
- Evaluation: Historical (checked against existing values)
- Persistence: Remain on record until changed
Events
- Nature: Point-in-time occurrences
- Evaluation: Forward-only (only new events trigger)
- Persistence: Stream of discrete actions
Critical distinction
Attributes are evaluated historically: When you create a job with audiencesignup_date after 30 days ago, Trig checks existing values and immediately includes matching customers.
Events are evaluated forward-only: When you create completion criteria invoice_created at least 1 time, Trig only counts NEW events from when the job goes live—not historical events.
Implication for job design
If you want to exclude customers who have already done something:- Use an attribute (e.g.,
first_invoice_date has no value) - Don’t rely on event counts for historical behaviour
Trig activity attributes deep dive
The four core attributes
For every Trig object, you get:Using for job chaining
Job 1: Initial Nudge- On completion: Customer has
last_completion_of_initial_nudge
- Audience:
last_completion_of_initial_nudgehas any value
- Audience:
last_exit_from_initial_nudgehas any value
Timing-based targeting
Persistence is powerful
These attributes never disappear. Years later, you can still query:- “Show me everyone who completed Job X in Q3 2024”
- “How many customers who failed Behaviour Y eventually churned?”
Viewing attributes
Settings > Attributes
Navigate to Settings > Audience > Attributes to see all available:- People Attributes
- Organisation Attributes
- Stage Result Attributes
- Objective Result Attributes
On individual records
Click any person or organisation to see their specific values, grouped by source:- CRM Attributes
- Product Attributes
- Trig Activity Attributes
Attribute data types
Common attribute patterns
Commercial attributes
Engagement attributes
Stage attributes
Trig-generated attributes
Best practices
Naming conventions
Keep source of truth clear
- Don’t duplicate CRM fields manually
- Use Trig-generated attributes for Trig activity
- Create dedicated fields for write-back
Use Trig attributes liberally
The auto-generated attributes are extremely valuable:- Use for progressive job targeting
- Build exclusion logic
- Analyse intervention outcomes
Test your filters
Before launching jobs:- Build the filter in Audience view
- Check the resulting count
- Spot-check individual records
Troubleshooting
”Attribute has no value”
- Is data flowing from the source system?
- Is the attribute mapped in the integration?
- Has the customer record been synced recently?
”Filter returns unexpected results”
- Are you using person vs org attributes correctly?
- Is the operator correct (equals vs contains)?
- Are date comparisons using the right direction?
”Trig activity attributes not appearing”
- Has the job/stage/behaviour been set live?
- Has anyone entered the object yet?
- Attributes only appear after first use
Summary
Attributes are the foundation of everything in Trig:- Three sources — Ingested (external systems), Trig-generated (platform activity), action-created (job outcomes)
- Two levels — Person (individual users) and Organisation (accounts)
- Attributes = historical, Events = forward — Critical for job design
- Trig activity attributes are powerful — Entry/exit/completion tracking enables progressive jobs
- Roll-ups aggregate up — Person data flows to organisation level
- Persist forever — Historical record enables long-term analysis