--- title: "Attribute References" slug: "attribute-references" description: "Notation of attribute references and placeholders in Mapp Engage for standard, custom, group, and member attributes, plus other useful placeholders." status: "update" updated: 2026-11-04T09:56:52Z published: 2026-11-04T09:56:52Z canonical: "docs.mapp.com/attribute-references" --- > ## 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 An attribute reference is the notation that Mapp Engage uses to access attribute values. You use it in personalized messages and in Mapp Engage functions. For the column names in import files, see [CSV Format for Contact Imports](/v1/docs/csv-format-for-contact-imports) and [XML Format for Contact Imports](/v1/docs/xml-format-for-contact-imports). Each attribute can be used in two forms: - **Attribute reference**, for example `${user['FirstName']}`: The expression that returns the attribute value. Inside a rule condition or a function, you write the attribute without its own `${ }`, for example `${user['FirstName'] == 'Anna'}`. - **Placeholder**, for example `<%${user['FirstName']}%>`: Inserts the attribute value into the message content at sendout. --- ## 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 preconfigured in Mapp Engage and must be created to fit your marketing needs. - Attribute reference format: `${user.CustomAttribute['Name']}` - Placeholder format: `<%${user.CustomAttribute['Name']}%>` For example, an attribute named **LastPurchase** has 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 example, an attribute named **TravelDestination** has the reference `${group.CustomAttribute['TravelDestination']}` and the placeholder `<%${group.CustomAttribute['TravelDestination']}%>`. --- ## Member Attributes Member attributes store different information for the same contact in different groups. These attributes are created through an import with XML or CSV files. - Attribute reference format: `${user.MemberAttribute['Name']}` - Placeholder format: `<%${user.MemberAttribute['Name']}%>` For example, an attribute named **LastPurchase** has the reference `${user.MemberAttribute['LastPurchase']}` and the placeholder `<%${user.MemberAttribute['LastPurchase']}%>`. --- ## Placeholders for Other Information The following placeholders insert information about the group membership, the group, and the contact's email domain. For message, group, and system data, see [Placeholders for Message, Group, and System Data](/v1/docs/placeholders-for-message-group-and-system-data). | 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 | | `<%${group['NoOfMembers']}%>` | Number of active members in the group | | `<%${user['EmailDomain']}%>` | Domain of the contact's email address (the part 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](/personalization-rules-insertif-insertelse.md) - [Functions](/mapp-engage-functions.md)