Traits

Define the customer characteristics available for audience building.

Updated 9 August 2026

Classify what Incendium already knows

Traits attach a named attribute and value to a lead. They are useful for durable facts such as customer type, plan, lifecycle stage or declared preference: information that should be reusable in Audiences, analytics and Personalization without rebuilding the same logic in several places.

A Trait is an immediate classification; an Audience is a calculated behavioural group. Use a Trait when the site or business system already knows the answer, and an Audience when Incendium should determine membership from visits, pages, channels, conversions or sales behaviour.

Organise Traits into groups

Create a group

Open Settings → Audiences → Traits and choose Add New Group. Give it a clear name and description based on one business concept, such as Customer Profile or Subscription.

Add a classification

Inside the group, choose Add New Trait. Enter the Classification Name and a description that tells other users where its value comes from.

Define possible values

Use a controlled set of values wherever possible. Consistent values make reporting and Personalization safer than several spellings of the same state.

Associate behaviours where required

Use the Behaviours area when a Trait should be connected with an Incendium action or rule. Keep the distinction between an explicitly supplied value and an inferred behavioural Audience clear.

Traits without a group appear under Unassigned. Review that area periodically so important classifications remain understandable to other users.

Supply a Trait value

Trait values can be supplied immediately through the Incendium JavaScript implementation or URL parameters. This is useful when a logged-in application, CRM hand-off or campaign link already knows the classification.

One current value per Trait

A lead can hold one value for a given Trait at a time. Treat an update as a replacement of that classification, and avoid using one Trait to represent several unrelated facts.

Use stable, non-sensitive identifiers and approved values. Do not place passwords, payment details or unnecessary personal data in URLs or browser-side Trait payloads.

Design Traits for reuse

Name the business meaning, not the campaign that first needs it.
Document the source system and when the value changes.
Prefer a small controlled vocabulary over free-form text.
Keep personally identifiable or sensitive data out unless its use is explicitly approved.
Check dependent Audiences and Personalization rules before renaming or removing a value.