Skip to main content
Attributes are the data fields that describe a member. Loyalife organises them into three types, each serving a different purpose. Understanding the distinction matters because the attributes you configure here flow directly into the Rule Engine, segments, and communications — they’re not just profile fields, they’re the inputs to your entire loyalty logic.

​
Why attributes matter

Every condition in the Rule Engine’s IF clause references one of these three attribute types. Every filter in Segments does too.

​
Global attributes

Global attributes are the standard member profile fields built into Loyalife. They are fixed — the same nine fields are present for every member in every program and cannot be removed.
Five fields — Email, Phone, Address, Gender, and Date of Birth — are automatically treated as personally identifiable information (PI). They are masked in the admin portal by default and require a separate PI Data Access permission to view. Every access is logged in the Audit Trail.
What you can do with global attributes:
  • Birthday rules — award cashback or bonus points when the transaction date matches the member’s Date of Birth (day + month comparison)
  • Gender-based promotions — restrict earning rules to male or female segments for targeted campaigns
  • Language-based communications — Loyalife automatically selects the correctly localised message template for each member based on their Preferred Language
  • Status-based segmentation — create a segment of Inactive members for re-engagement, or Suspended members for review
Global attributes are populated at enrollment (via API, file upload, or partner app) and can be updated via the API or from the member’s profile in the admin portal.
Manage Member Attributes screen showing the Global Member Attributes table with Relation Reference, Full Name, Email, Phone, Address, Gender, Date of Birth, Status, and Preferred Language, followed by the Custom Member Attributes section

​
Custom attributes

Custom attributes are program-specific member fields you define for your business needs. No two programs need exactly the same member data — custom attributes let you extend the member profile with whatever is relevant to your program. Examples by industry: Creating custom attributes: Go to Members → Attributes → Add Attribute. For each attribute you define:
Adding Custom Attribute modal with fields for Attribute Name, API/File Key, Data Type (String), and toggles for Field is mandatory, Field is unique, Hide on profile, and Include in member search and filters
Once created, the attribute immediately appears as:
  • A filter option in Engage → Segments
  • A condition option in the Rule Engine (IF clause)
  • A personalisation variable in Communication templates
Downstream uses:

​
Aggregate attributes

Aggregate attributes are computed values derived from transaction history. Unlike global and custom attributes (which describe who a member is), aggregate attributes describe what a member has done — and they update dynamically as transactions come in. Built-in aggregate examples: Time windows available: Aggregate functions: Each aggregate attribute applies one of: sum, count, max, min, or avg across all qualifying transactions in the time window. What you can do with aggregate attributes:
  • Milestone rewards — fire a rule every time Monthly Transaction Count is a multiple of 10 (10th, 20th, 30th purchase)
  • Spend tiers — award bonus points for any month where Monthly Spend Sum exceeds ₹20,000
  • Segment dormant members — create a segment where Lifetime Transaction Count = 0 (enrolled but never transacted) for a win-back campaign
  • Tier qualification — use Lifetime Spend Sum as the qualification metric for tier upgrades
  • Velocity caps — restrict an earning rule from firing more than N times per month by checking Monthly Transaction Count
Creating aggregate attributes: Go to Rule Engine → Attributes and create a new aggregate attribute. Choose the source transaction field (e.g., Transaction Amount), the aggregate function (e.g., sum), and the time window (e.g., Month to Date). Once saved, the attribute appears in both the Rule Engine condition builder and in Segment filters — no additional configuration needed.
Aggregate attributes are evaluated at the time a transaction arrives — the current transaction is included in the aggregate before the rule is checked. Reversals and refunds are automatically subtracted from the aggregate.

​
Attribute visibility in the member profile

All three attribute types appear in the member profile under the Account Info tab: Admins with PI Data Access permission can view masked fields (mobile number, email, DOB) after accepting the confirmation prompt.

​
Updating attribute values

An attribute’s data type cannot be changed after it has been used in a live rule or segment. If you need to change the type, create a new attribute and migrate any rules or segments referencing the old one.