--- title: Visitor fields reference slug: visitor-fields-reference description: Reference of every default Personizely visitor field: IDs, types, where values come from, and how to use them in targeting, dynamic text, forms and the JS API. docTags: createdAt: 2026-10-17T09:45:59.541Z --- Every Personizely visitor has a profile made of default fields, listed on this page, plus any [Custom fields](docId\:km7iOXZLplGl8qZlK582W) 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](docId:_32XhaAm6KMwlL3_ZIH25), sent with [ply.identifyVisitor](docId\:d64TegyOiwNA2GFG1eXPm#plyidentifyvisitordata), filled by [Parsers (data parsing engine)](docId\:n_O3ZB1_JFa-N-aEZ4u3U), or copied from Shopify and your email platform when a visitor is [Identifying visitors](docId\:Q2m71k4qe54obA5WmAvBT). | 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](docId\:pUBcmS1M98xB8Mg8L99D_#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](docId\:r6fb_qyzgxzRzBTFzO5AX), contact exports and [Send webhook automation](docId\:NIP9OJbhFD-xFFjDZSSe4) payloads. To target by location, use the [Location filter](docId\:f0_rJIZ9q-sSEhVSncFcF) 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)](docId\:EEz3US75criNjfndB--uS). ## Where you can use visitor fields | Where | Form fields | Tracking fields | Custom fields | | ------------------------------------------------------------------------ | -------------------------- | -------------------------- | --------------------------- | | [Visitor fields filter](docId:8O0nDK0HiHXgMjILAg_OC) filter | Yes | Yes | Yes | | [Dynamic text (personalization variables)](docId\:EEz3US75criNjfndB--uS) | `{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](docId\:nKodTTYkgmB8OALDcQnYh), [Referrer filter](docId\:KOpscrlQHA3ArGC0-Z-2o) and [Entry page filter](docId\:jEK9GwVtqP2GlfFj7M7lz) 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](docId\:pQ7hXClMZqGdoDSHsUCZ5#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. ## Related - [Custom fields](docId\:km7iOXZLplGl8qZlK582W) - [Identifying visitors](docId\:Q2m71k4qe54obA5WmAvBT) - [Visitor fields filter](docId:8O0nDK0HiHXgMjILAg_OC) - [Dynamic text (personalization variables)](docId\:EEz3US75criNjfndB--uS) - [JavaScript API (window.ply)](docId\:d64TegyOiwNA2GFG1eXPm) - [Contacts and form submissions](docId\:r6fb_qyzgxzRzBTFzO5AX)