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Track customer journeys with custom attributes
Update a contact attribute automatically inside an automation to track where each subscriber is in their journey.
Custom attributes in automations are an advanced feature available on selected plans. If you don't see the Update custom attribute action, it may not be included on your current plan - get in touch and we'll let you know your options.
A custom attribute is a piece of information you store against each contact. With automation, you can update an attribute automatically when a contact does something - clicks a link, opens an email, reaches a stage - so you always know where each person is in their journey. You can then segment on those attributes to target and personalise later campaigns.
Why track journeys this way
Updating an attribute as part of a flow lets you steer subscribers through an onboarding sequence, mark where they've got to, and build segments from that. You can also bolt it onto an existing automation to change a contact's attribute the moment they take a particular action.
Set up attribute tracking
- Click Automations.
- Click the + sign at the top right (or the Create button).
- In Select a starting point, choose a predefined automation, a blank template, or a saved one.
- Choose the list this automation connects to.
- Name your automation (only you see it).
- Optionally choose a marketing goal.
- On the Flow Creation page, click the + to add a condition.
- Add a branching condition so the update only applies to the right contacts.
- Add the Update custom attribute action.
- Choose the attribute and the new value to set.
- Now, whenever a contact matches the condition, that attribute updates automatically.
- Review your automation and activate it, then exit the editor.
Use this to build and track customer journeys, then turn what you learn into segments for sharper, more personal campaigns.
Troubleshooting
Attributes don't update - check the attribute exists on your list, that its data type matches the value you're setting, and that the automation is active with its trigger conditions met.
The wrong value gets set - check the branching logic leading to the update, and look for another automation updating the same attribute. Trace a test contact through to confirm the path.
Segments don't reflect the updates - updates are usually instant, but refresh your segment criteria afterwards and make sure the conditions match the attribute values exactly.
It's slow on a large list - run bulk updates during quieter hours, limit simultaneous updates per contact, and consider the API for large-scale attribute changes.
If attributes aren't updating as expected, open a support ticket.