Data-driven personalization

Calculated Attributes

Create continuously updating user and event attribute calculations for deeper customer insights that you can use to enrich audiences, drive increased personalization, enhance analytics, and improve speed to market.


What’s included?

    Event counts
  • Calculate the total number of times an event has occurred, like the number of logins in the last 30 days.

    Aggregate functions
  • Calculate sum, minimum, maximum, average, or median for an event attribute, like lifetime purchase value.

    Capture first occurrence
  • Calculate the first or last time an event has been seen, or the first/last value for an event attribute.

    User behavior lists
  • Calculate unique lists of values, unique counts of values, and most frequent values seen for an event attribute.

    Time-based calculations
  • Limit calculations to relevant business windows such as “Last X Days” or “Weeks,” or go as far back as your configured retention period.

    User profile enrichment
  • Enrich user profiles with computed fields that provide granular customer insights.

How calculated attributes helps

Give customer data context and meaning


Simplify your analytics pipeline

Generate insights from your customer data in mParticle for high-value consumer engagement analytics, so you don’t have to orchestrate a data analytics pipeline with a third-party BI tool every time.


Improve personalized marketing

Build audiences for marketing campaigns with Calculated Attributes to improve marketing campaign efficiency.


Give each user a unique experience

Use mParticle’s Profile API to deliver customer insights including Calculated Attributes directly to your app for real-time personalization.

Get started with mParticle today

Connect with an mParticle expert to discuss how to integrate and orchestrate customer data the right way for your business.

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Startups can now receive up to one year of complimentary access to mParticle. Learn more