---
title: "Attribute References"
slug: "attribute-references"
updated: 2025-12-19T14:55:56Z
published: 2025-12-19T14:55:56Z
---

> ## Documentation Index
> Fetch the complete documentation index at: https://docs.mapp.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Attribute References

## Introduction

In Mapp Engage, an attribute reference is the specific syntax used to recognize and process attribute information. You’ll use this syntax when working with:

- Personalized messages
- Importing contact and profile data via CSV or XML
- Creating Mapp Engage functions

This guide provides an overview of various types of attribute references:

- [Standard Attributes](/v1/docs/attribute-references#standard-attributes​)
- [Custom Attributes](/v1/docs/attribute-references#custom-attributes)
- [Group Attributes](/v1/docs/attribute-references#group-attributes)
- [Member Attributes](/v1/docs/attribute-references#member-attributes)
- [Placeholders for Additional Information](/v1/docs/attribute-references#placeholders-for-other-information​)

---

## Standard Attributes​

In individually configured systems, the values stored in standard attributes may vary. Typically, the attributes contain the following information.

| Name | Attribute Reference | Personalization Placeholder | Data Stored |
| --- | --- | --- | --- |
| **​Email Address**​ | `${user['Email']}` | `<%${user['Email']}%>` | Contact's email address |
| **​Mobile Number**​ | `${user['MobileNumber']}` | `<%${user['MobileNumber']}%>` | Contact's mobile number (with area code) |
| **​Mobile App Alias​** | `${user['FaxNumber']}` | `<%${user['AppAlias']}%>` | Contact's mobile app alias |
| ​**First Name**​ | `${user['FirstName']}` | `<%${user['FirstName']}%>` | Contact's first name |
| **​Last Name**​ | `${user['LastName']}` | `<%${user['LastName']}%>` | Contact's last name |
| ​**Title​** | `${user['Title']}` | `<%${user['Title']}%>` | Contact's title (e.g., Mr., Ms.) |
| **​Date of Birth​** | `${user['DateOfBirth']}` | `<%${user['DateOfBirth']}%>` | Contact's date of birth (format: YYYY-MM-DD) |
| ​**Source ID**​ | `${user['PartnerId']}` | `<%${user['PartnerId']}%>` | ID identifying the source of contact |
| **​Identifier​** | `${user['Identifier']}` | `<%${user['Identifier']}%>` | External identifier (e.g., from a CRM system) |
| **​Country**​ | `${user['ISOCountryCode']}` | `<%${user['ISOCountryCode']}%>` | Contact's home country (ISO format) |
| ​**Language​** | `${user['ISOLanguageCode']}` | `<%${user['ISOLanguageCode']}%>` | Contact's language (ISO format) |
| ​**Postal Code​** | `${user['ZipCode']}` | `<%${user['ZipCode']}%>` | Contact's postal code |
| ​**Preferred Name**​ | `${user['Nickname']}` | `<%${user['Nickname']}%>` | Contact's preferred name |
| **​Origin​** | `${user['Source']}` | `<%${user['Source']}%>` | Origin of contact (e.g., Import, Web, Email) |
| **Gender** | `${user[‘Gender’]}` | `<%${user[‘Gender’]}%>` | Contact's gender (Male, Female, Undisclosed) |

---

## Custom Attributes

Custom attributes store data specific to your system’s requirements. These attributes are not pre-configured in Mapp Engage and must be created to fit your digital marketing needs.

- Attribute reference format: `${user.CustomAttribute['Name']}`
- Placeholder format: `<%${user.CustomAttribute['Name']}%>`

For example, an attribute named **LastPurchase** would have the reference: `${user.CustomAttribute['LastPurchase']}`, and the placeholder: `<%${user.CustomAttribute['LastPurchase']}%>`.

---

## Group Attributes

Group attributes hold a single value shared across all group members.

- Attribute reference format: `${group.CustomAttribute['Name']}`
- Placeholder format: `<%${group.CustomAttribute['Name']}%>`

For instance, the attribute **TravelDestination** would have the reference: `${group.CustomAttribute['TravelDestination']}`, and the placeholder: `<%${group.CustomAttribute['TravelDestination']}%>`.

---

## Member Attributes

Member attributes allow you to store unique information for the same contact in different groups. These attributes are created through an import process, using XML or CSV files.

- Attribute reference format: `${user.MemberAttribute['Name']}`
- Placeholder format: `<%${user.MemberAttribute['Name']}%>`

For example, an attribute named **LastPurchase** would have the reference: `${user.MemberAttribute['LastPurchase']}`, and the placeholder: `<%${user.MemberAttribute['LastPurchase']}%>`.

---

## Placeholders for Other Information​

| Placeholder | Description |
| --- | --- |
| `<%${member['CreationDate']}%>` | Date the contact subscribed to the group (format: yyyy-mm-dd hh:mm:ss) |
| `<%${member['MessageCounter']}%>` | Number of messages sent to the contact from the group |
| `<%${group['name']}%>` | Name of the group |
| `<%${group['Email']}%>` | Group's email address |
| `<%${group['NoOfMembers']}%>` | Number of active members in the group |
| `<%${message['RecipientCount']}%>` | Number of recipients who received the message |
| `<%${message['Forwarded']}%>` | Indicates whether the message was forwarded (Boolean) |
| `<%${user['EmailDomain']}%>` | Domain of the contact’s email address (after the @ sign) |

## Related

- [CSV Format for Contact Imports](/csv-format-for-contact-imports.md)
- [XML Format for Contact Imports](/xml-format-for-contact-imports.md)
- [Personalization Rules - InsertIf-InsertElse](/personalization-rules-insertif-insertelse.md)
- [Functions](/mapp-engage-functions.md)