--- title: Visitor fields filter slug: fields description: How the Visitor fields filter works in Personizely: target by email, name, consent, UTM and custom fields, operators per field type, and when values exist. docTags: createdAt: 2026-10-17T09:47:24.073Z --- The Visitor fields filter matches visitors by the data Personizely holds about them: contact details they submitted, consent, tracking fields and your own [Custom fields](docId\:km7iOXZLplGl8qZlK582W). Use it to treat known subscribers differently from anonymous visitors, or to target by a value you collected, such as a quiz answer, a birthday or a preferred category. **Available on:** all platforms. ## How it's evaluated The filter reads: **Data matches all the following conditions**. You add one condition per field, and the visitor matches only when **every** condition is true. Most fields only have a value once the visitor is known to Personizely. A visitor becomes known when they: - submit a Personizely form, - are identified by your code with `ply.identifyVisitor`, - have a value collected by a [Parsers (data parsing engine)](docId\:n_O3ZB1_JFa-N-aEZ4u3U) with the destination **Visitor**, - arrive through a tracked email link, or log in to their Shopify customer account. See [Identifying visitors](docId\:Q2m71k4qe54obA5WmAvBT). Visitor data takes a moment to load at the start of a page view. Content that depends on it stays hidden until it has. When a visitor submits a form or is identified, their conditions are re-checked straight away, so a widget triggered later on the same page sees the new values. ## Available fields | Group | Fields | | ------------- | -------------------------------------------------------------------------------------------------- | | Contact | Email, First name, Last name, Company name, Company title, Phone, Address, Birthdate, Bio | | Consent | Marketing consent - Email and SMS, Email marketing consent, SMS marketing consent, Privacy consent | | Tracking | UTM Source, UTM Medium, UTM Campaign, UTM Term, UTM Content, First visited page, Referrer | | Custom fields | Every custom field you created in **Settings → Custom fields**, except archived ones | The tracking fields hold the same remembered values used by the [UTM parameters filter](docId\:nKodTTYkgmB8OALDcQnYh), [Entry page filter](docId\:jEK9GwVtqP2GlfFj7M7lz) and [Referrer filter](docId\:KOpscrlQHA3ArGC0-Z-2o) filters, and are available for anonymous visitors too. Referrer and First visited page are first-touch; each UTM field keeps the latest value seen for that parameter. See [Remembered traffic-source values](docId\:pUBcmS1M98xB8Mg8L99D_#remembered-traffic-source-values). For location, use the [Location filter](docId\:f0_rJIZ9q-sSEhVSncFcF). ## Operators The operators depend on the field type: | Field type | Operators | | ----------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------ | | Text, email, phone, long text | is, is not, contains, does not contain, is empty, is not empty | | Number | is, is not, is higher than, is lower than | | Checkbox (including consent fields) | is checked, is not checked | | Dropdown, radio | is, is not, is empty, is not empty | | Multiple choice | includes, does not include, is empty, is not empty | | Date, date and time | is on, is not on, is before, is after, was yesterday, is today, is tomorrow, is this week, last week, is next week, is this month, last month, is next month | ## Behavior details - **Empty until known.** For an anonymous visitor, contact, consent and custom fields are empty. "Email is empty" is a simple way to target visitors you don't know yet; "Email is not empty" targets known ones. - **Text comparisons are exact and case-sensitive.** No wildcards or regular expressions. - **Multiple choice.** **includes** with several options matches only when the visitor selected all of them. **does not include** matches when they selected none of them. - **Dates use the visitor's time zone.** "is today" and "is this week" are judged by the visitor's device date. Weeks run Monday to Sunday. - **Dates include the year.** Date operators compare the full date. A Birthdate of 14 May 1990 matches "is on 14 May 1990", but "is today" doesn't match on 14 May of later years. - **Values change when the visitor does.** A new form submission or identify call overwrites a field's value, and the new value applies from that moment. - **Same data in text.** Field values can be inserted into widgets and campaigns with [Dynamic text (personalization variables)](docId\:EEz3US75criNjfndB--uS), for example `{visitor.firstName or 'there'}`. ## Examples - **Hide the signup popup from subscribers:** a newsletter popup with a Target rule "Show to" a target with "Email is empty". - **Quiz-based personalization:** a quiz stores the answer in the custom field "Skin type". A personalization shows a different homepage hero for "Skin type is Dry" and "Skin type is Oily". - **Consent-aware offer:** "Email marketing consent is not checked" plus "Email is not empty", for a popup that asks known visitors to opt in to email marketing. ## Related - [Custom fields](docId\:km7iOXZLplGl8qZlK582W) - [Visitor fields reference](docId\:imIYkGl2lTiSb6EhnikmB) - [Identifying visitors](docId\:Q2m71k4qe54obA5WmAvBT) - [Parsers (data parsing engine)](docId\:n_O3ZB1_JFa-N-aEZ4u3U) - [Website data filter](docId\:t7McdBecTBU7854X7jVcj) - [Dynamic text (personalization variables)](docId\:EEz3US75criNjfndB--uS)