Using Predefined Attributes

Actito offers a selection of predefined attributes in the profile base.

These attributes have specific uses in Actito as for reporting (sex, birthdate, ...) or contact (E-mail address, mobile phone,...).

We advise you to always choose a predefined attribute instead of creating a new one.

For example: it will not be possible to send an e-mail to an address which is not defined as 'emailAddress'.
Likewise, it will not be possible to send an SMS to a field which is not defined as 'gsmNumber'.


List of predefined attributes


The advantages of using the 'birthdate' predefined attribute to store a birth date instead of creating a normal 'date' type attribute are:

  • Actito will calculate automatically the age of the profile. For targeting or personalization, you can select 'all people between 25 and 55 years old'. You will not have to parameter your target with a birth date.

  • This date will be used for specific reports such as an age pyramid.

E-mail Address

The predefined attribute 'emailAddress' is the only field that you can use to send e-mails with Actito.

This field will be created by default as mandatory and unique.

Acceptance rule for an 'e-mail address' field type:

  • It must respect the following syntax: xxx@yyy.zzz

    • the xxx value (meaning the user name before the @) cannot contain the following characters (é,è,à,ç,ù,ï,...)

    • the zzz value must be part of the international list of authorized extensions

  • Please note that:

    • the username can contain following characters 'a -> z', 'A -> Z', '0 -> 9', de '-', '_', '.' and special characters '!#$%&'*+-/=?^_`{|}~'

    • use of an '@' is mandatory

    • at least 1 character is mandatory before the '@'

    • the domain name and the suffix must follow the @

    • the domain name cannot start or end by '-'

    • the suffix must contain at least two characters

    • several dots ('.') cannot follow each other (ex: '...')

  • Subdomains are allowed (ex: ) and accent are allowed in domain names.

Before each sending, Actito will check if the address can be reached (if not, it will be filtered).

Encrypted E-mail Address

The predefined attributes 'emailAddressMD5' and 'emailAddressSHA256' allow you to encrypt the value of the 'emailAddress' with the MD5 or SHA256 hashes.

These algorithms are useful if you need to communicate email addresses to external tools (through link query parameters, as reconciliation key of an import/export) but do not want to use the clear value for security reasons.

Both 'hash' predefined attributes are special in the sense that they computed by Actito :

  • Their value is automatically calculated from the value of the 'emailAddress' attribute.

  • Therefore, they can only be added in the profile table contains an 'emailAddress' attribute, and they must share the same properties (unicity, mandatory).

  • Users cannot write the value for a hash attribute in the profile table through any mean.

  • The hash is calculated on the hexadecimal lowercase value of the 'emailAddress'

For example, here are the hashed values of the e-mail address "" :

  • emailAddressMD5 : b87e913e711d2211acffdc7a5b1703f0

  • emailAddressSHA256 : 7e413502940e598d242f58f2c71ac09660c093ecbfc03c3f2b8fe68c3a2316ef

First Name & Last Name

The predefined attributes 'firstName' and 'lastName' are simple text fields (max. 64 characters).

By default, the predefined attribute 'lastName' is a mandatory field

Postal address (addressCountry, addressLocality, addressPostalCode, addressStreet, addressNumber, addressBox)

The combination of these fields allows you to stock the partial or complete postal address of a profile.

  • The predefined attribute 'addressCountry' is a 'country' field type (represented by the two letters ISO 3166-1 country code)

  • The predefined attribute 'addressLocality', 'addressPostalCode', 'addressStreet', 'addressNumber', 'addressBox' are text fields of maximum 50 characters. This allows you to store English postal codes such as SW15 5PU or house numbers such as '41b'.

Mobile phone number

The predefined attribute 'gsmNumber' is the only field that you can use to send SMS with Actito.

Only numbers with international format may be contacted:

  • France: +33 6 XX XX XX XX

  • Belgique: +32 4XX XX XX XX

The acceptance rule for for a 'gsmNumber' field type is that it can contain the following characters (and nothing else):

  • +().- /0123456789 ( Note: the empty space is included)

Mother Language

The predefined attribute 'motherLanguage' is a 'language' field type (2 letters country code, called ISO 639-1 code).

This field will be used to send campaigns to profiles in the correct language.
If you do not have a 'motherLanguage' attribute (because all your profiles are contacted in the same language), you will have to untick the preselected 'language' box at the targeting stage of your e-mail campaign.

Number of Children

The predefined attribute 'nbreChildren' is an integer field type (equal to or over zero).


The 'profession' predefined attribute is a 'large text' field type (max. 50 characters). No default value is defined in Actito.


The 'Sex' field can only contain two possible values: M or F( for Male and Female).

Actito does not offer any predefined attribute such as 'civility' (Mr, Mrs, Ms), because calling a young woman 'Ms' is not allowed anymore in some countries.
In personalizations, the 'genderTest' will allow the use of the 'sex' field to customize the greeting.

Phone Number

The 'telephoneNumber' predefined attribute is a telephone number field type.

Marketing Consent

The 'marketingConsent' predefined attribute is a Boolean field type.

By default, the 'marketingConsent' is set-up as 'mandatory'.

This attribute is used within the framework of the GDPR to store the consent of a profile to be contacted by marketing campaigns (see here for more information).

Tracking Consent

The predefined attribute 'trackingConsent' is a Boolean field type.

It is used to store the consent of a profile for his behaviour to be tracked when he received a campaign, namely the fact of opening or clicking in a campaign, saving information about their type of device, or reaching goals (see here for more information).