Guides

User properties

Standard and custom user properties collected by the Zeta Marketing Platform (ZMP) mobile SDKs.

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User properties are attributes associated with a user's profile in ZMP. They are used for audience segmentation, campaign personalization, and identity resolution. Your development team configures which properties the SDK sends to ZMP during integration.

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Standard user properties

The SDK supports the following standard properties across platforms:

PropertyDescriptionType
uidYour app's internal user identifier. Used for identity matching.String
emailIdEmail used as a ZMP identifier. Populates the Email field under ZMP Identifiers.String
emailEmail as a contact channel, with optional subscription and preference metadata.Object
firstNameUser's first name.String
lastNameUser's last name.String
nameUser's full display name.String
phonePhone number as a contact channel, with optional metadata.Object
signedUpAtDate the user signed up, in ISO 8601 format (UTC).String
sourceWhere the user was acquired (for example, "organic", "referral", "campaign_xyz").String
Device tokenThe APNS or FCM push token. Collected automatically by the SDK when your app passes it.Data
IDFAiOS Identifier for Advertisers. Accepted if your app provides it after ATT consent.String
IDFViOS Identifier for Vendors. Available without ATT consent.String
GAIDAndroid Google Advertising ID. Read by the SDK when available.String
LocationLatitude, longitude, and foreground/background flag. Sent when your app provides location data.Object

Note: The distinction between emailId and email matters. Use emailId when the email should serve as the user's unique identifier in ZMP. Use email when you want to add it as a contact channel with subscription properties. If the uid is already an email address, the emailId value is ignored.

Custom properties

Your development team can send arbitrary custom properties to ZMP using the SDK's additionalProperties field. Custom properties appear under the User Properties section of a contact's profile in ZMP.

Custom properties are useful for:

  • Personalization: store the user's preferred language, product category, or tier.
  • Segmentation: create segments based on business-specific attributes (loyalty tier, subscription plan, account type).
  • Campaign targeting: use custom properties as triggers or filters in Experience Builder campaigns.

Custom properties support the following value types: strings, numbers, booleans, arrays, and dictionaries.

Note: Custom property names and values are defined by your development team. Coordinate with them to ensure the properties you need for segmentation and personalization are being collected.

Platform support matrix

PropertyiOSAndroidReact NativeFlutter
uidYesYesYesYes
emailIdYesYesYesYes
email (contact channel)YesYesYesYes
firstName / lastName / nameYesYesYesYes
phoneYesYesYesYes
signedUpAtYesYesYesYes
sourceYesYesYesYes
Custom propertiesYesYesYesYes
Device tokenYesYesYesYes
IDFAYesN/AiOS onlyiOS only
IDFVYesN/AiOS onlyiOS only
GAIDN/AYesAndroid onlyAndroid only
LocationYesYesYesYes

Best practices

  • Set identity early. Pass uid or emailId to the SDK as soon as the user logs in. This starts the identity session and ensures subsequent events are attributed to the correct profile.
  • Clear identity on logout. When the user signs out or switches accounts, call the SDK's clear method. This prevents events from one user being attributed to another.
  • Use consistent identifiers. If your backend uses email as the primary identifier, use emailId consistently across mobile and other channels. Inconsistent identifiers can lead to duplicate profiles.
  • Keep custom properties lean. Only send properties you plan to use for segmentation, personalization, or reporting. Avoid sending large data payloads or rapidly changing values.
  • Coordinate with your development team. The properties available in ZMP depend entirely on what the SDK is configured to send. If you need a new property for targeting, your development team needs to add it to the SDK integration.

See also