About transactional attributes

In Brevo, you can create and use transactional attributes to store information about transactions made by your contacts and personalize your communications

What is a transactional attribute?

Transactional attributes are dynamic values related to transactions made by your contacts on your website. They allow you to track details about a transaction within Brevo. Transactional attributes appear on your contacts' details page, under Transactions > Manage transactions.


What information can I store in a transactional attribute?

You can use transactional attributes to store information related to transactions made by your contacts on your website, such as:

  • Order ID.
  • Order amount.
  • Purchase date.

How are transactional attributes populated?

Brevo tracker Manually

Commonly, transactions are pulled into Brevo through the Brevo tracker, whether you added it manually to your website or using a plugin. When a purchase is made on your website, the Brevo tracker will send the information to Brevo and update the corresponding transactional attributes with data from the transaction.

➡️  For example
A customer purchased a few items on your website for a total of $49 on March 27, 2023. The Brevo tracker will send this information to Brevo and update the corresponding transactional attributes in the following way: 

To learn more about how to add the Brevo tracker to your website, check our dedicated article What is Brevo Tracker and how can I install it?.

How to use transactional attributes?

One way to build trust for your brand and nurture your relationship with your contacts is to create personalized experiences. For example, you could suggest to your contacts to buy complementary products to the products they have already bought to show that you understand their interests and are committed to providing them with a customized shopping experience that meets their unique needs. To do this, you need to store their purchase information in transactional attributes and then target them based on those values.

Here are some examples of how you can use transactional attributes to create personalized experiences for your contacts:

🎨 Create personalized message content

You can easily personalize your transactional email templates with transactional attributes by adding placeholders, also known as variables, to your content. During sending, these placeholders will be replaced with information about your contacts' transactions, such as the price of each item or the date of purchase. For example, this can be especially useful for order confirmation or abandoned cart emails.

Here's an example of what placeholders for transactional attributes look like in an email template and what a recipient would receive:

Email with placeholders Email received by the recipient

To learn how to create personalized emails using transactional attributes, check our dedicated article Customize your emails using transactional parameters.

❗️ Important
Only emails sent through an automation triggered by an event or through an API call to send transactional emails can be customized using transactional attributes.
✂️ Segment your contacts

With our eCommerce feature, you can segment your contacts based on transactional attributes and divide a larger audience into smaller, more targeted groups based on specific interests or behaviors. This allows for more personalized and tailored marketing efforts and a better understanding of each group's needs and preferences.

Here is an example of how a pet shop owner could segment their contacts using transactional attributes to see how many contacts have purchased the same two products in the last six months and determine if it would be interesting to propose a bundle of those products:

To learn how to segment your contacts, check our dedicated articles About segments and Create a segment.

🚀 Trigger automations

By setting up automations based on transactional data, such as the amount or number of orders, you can automatically trigger actions and communications that are tailored to each customer's needs and behavior. For example, you could set up an automation that sends a reminder to customers who have abandoned their cart before completing a transaction.

You can trigger automations using transactional data by adding the following entry points:

⏩ What's next?

🤔 Have a question?

If you have a question, feel free to contact our support team by creating a ticket from your account. If you don't have an account yet, you can contact us here.

💬 Was this article helpful?

1 out of 8 found this helpful