Visitor fields reference

6 min

Every Personizely visitor has a profile made of default fields, listed on this page, plus any Custom fields you create. Default fields fall into three groups: form fields the visitor gives you (email, name, consents), tracking fields Personizely records about how they arrived (UTMs, referrer, entry page), and location fields set from their IP address. This reference lists each field's ID, type and source, and where you can use it.

Available on: all platforms.

Form fields

These can be collected by Form element, sent with ply.identifyVisitor, filled by Parsers (data parsing engine), or copied from Shopify and your email platform when a visitor is Identifying visitors.

Field	ID	Type	Notes
Email	email	email	Must be a valid address. Identifies the visitor and merges profiles with the same email
First name	firstName	text
Last name	lastName	text
Company name	companyName	text
Company title	companyTitle	text	Job title
Phone	phone	phone	Converted to international format using the visitor's country when entered without a country code. Merges profiles with the same phone
Address	address	text
Marketing consent - Email and SMS	marketingConsent	checkbox	One consent covering both channels
Email marketing consent	emailMarketingConsent	checkbox
SMS marketing consent	smsMarketingConsent	checkbox
Privacy consent	privacyConsent	checkbox	Acceptance of your privacy policy or terms
Birthdate	birthdate	date	YYYY-MM-DD, between 1900-01-01 and today
Bio	bio	textarea	Free text

Tracking fields

Personizely fills these automatically as the visitor browses.

Field	ID	Type	Value
UTM Source	utmSource	text	The visitor's stored utm_source
UTM Medium	utmMedium	text	The visitor's stored utm_medium
UTM Campaign	utmCampaign	text	The visitor's stored utm_campaign
UTM Term	utmTerm	text	The visitor's stored utm_term
UTM Content	utmContent	text	The visitor's stored utm_content
First visited page	firstVisitPage	text	Path of the first page the visitor ever viewed, without domain or query string. Never changes
Referrer	referrer	text	Full URL of the first external site that sent the visitor. Never changes once set

Each UTM field is updated whenever that parameter appears in a URL the visitor opens, and keeps its value otherwise. See Remembered traffic-source values. Values longer than 255 characters are cut to 255.

Location fields

Set from the visitor's IP address when their profile is created.

Field	ID	Type	Value
Country	country	text	Two-letter ISO country code, such as US or DE
City	city	text	City name in English
Region	region	text	Region (state, province) code
Zip code	zipCode	text	Postal code

Location fields appear in Contacts and form submissions, contact exports and Send webhook automation payloads. To target by location, use the Location filter filter, which checks where the visitor is now. To show the visitor's location on the page, use {geo.country}, {geo.countryName}, {geo.region} or {geo.city} Dynamic text (personalization variables).

Where you can use visitor fields

Where	Form fields	Tracking fields	Custom fields
Visitor fields filter filter	Yes	Yes	Yes
Dynamic text (personalization variables)	{visitor.firstName} etc.	{visitor.utmSource} etc.	{visitor.customField[ID]}
Widget forms	Yes	No	Yes
ply.identifyVisitor	Yes	No	Yes, in customFieldValues
Parsers (destination Visitor)	Yes	No	Yes
Contacts, exports, webhooks	Yes	Yes	Yes

The dedicated filters UTM parameters filter, Referrer filter and Entry page filter read the same tracking values as the Visitor fields filter. Use whichever reads more clearly in your target.

Behavior details and limitations

Form fields are empty until the visitor is identified. An anonymous visitor matches is empty and is not checked for every form field.

Values replace earlier values. A new form submission with a different first name overwrites the old one.

Consent fields record consent; they don't enforce it. Personizely passes them to your integrations. How the snippet itself handles cookies depends on consent.

Text matching is exact and case-sensitive in the Visitor fields filter.

Location is a snapshot. Location fields describe where the visitor was when their profile was created. The Location filter and {geo.*} use their current location.

Examples

Hide signup popups from subscribers: a don't match group with Visitor fields "Email is not empty".

Greet by name: "Hi {visitor.firstName or 'there'}, your cart is waiting" in a widget headline.

Consent-aware SMS offer: Visitor fields "SMS marketing consent is not checked" and "Email is not empty", to offer SMS signup to known email subscribers.

Custom fields

Identifying visitors

Visitor fields filter

Dynamic text (personalization variables)

JavaScript API (window.ply)

Contacts and form submissions