Define attributes

Use attributes to build the audiences that see your experiments, and use the Attributes tab to manage all your user attributes. In Full Stack, you can have up to 100 unarchived attributes per project.

To create a new attribute key:

  1. Navigate to Audiences > Attributes.
  2. Click New Custom Attribute.
  3. Enter a key for the attribute.
    Attribute keys must be unique within your project. For example, an attribute for visitors located in the United States might be called "US_VISITOR". You can pass attributes to the Full Stack SDK in your code, so always make sure to update your code with any changes made to your keys.
  4. Click Save.


Attribute keys must be unique:

  • within your project
  • across multiple projects, if you use the same user IDs across projects. (using identical attribute keys in multiple projects can cause incorrect segmentation on the Results page)

Attribute value formatting

You define attribute values in the Audiences tab, not the Attributes tab.
Attribute values are not explicitly typed in the Optimizely app. However, based on the format of the value you pass, you can choose different audience match criteria (comparison operations like 'greater than" or "equal to"). For more information, see Target audiences.