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Adding Custom User Profile Data Fields for ABM & CRM Targeting

Add custom user profile fields to Personyze on the fly — without updating your CRM feed or spreadsheet — for richer ABM/CRM targeting and personalization.

Updated 9 hours ago 3 min read
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by Admin

If you’re using Personyze for ABM or CRM-based targeting, you’ll often need fields that aren’t in your existing user feed: a custom audience tag, an internal score, a product preference, anything you want to use for targeting but don’t want to round-trip through your CRM. Personyze lets you add these fields ad-hoc, configure how they’re populated, and use them immediately in any targeting wizard.

When to use custom profile fields

  • You want to target based on something not in your CRM — e.g., “users who visited the pricing page 3+ times” or “users who clicked a specific email.”
  • You’re testing new attributes before committing to adding them in your source-of-truth system.
  • You’re enriching with computed values — e.g., “lead score” derived from page-view patterns, or “engagement tier” based on session frequency.
  • You’re augmenting third-party data — combining ABM provider data (industry, company size) with custom flags.

Adding a new profile field

  1. Go to Settings → Visitor Attributes → Visitor Attributes.
  2. Click Add New Profile Field.
  3. Give it a name (e.g., lead_score, preferred_category) and choose a data type (string, number, boolean, date).
  4. Save. The field is now available across the entire account.

Populating the field

Once the field exists, you tell Personyze how to capture values for it. Options:

From the page DOMPersonyze grabs the value from a CSS selector on the page (e.g., a hidden field, data attribute, or visible element). Configure once, captured automatically on every page load.
From cookies / localStorageRead the value from a named cookie or localStorage key. Useful for values your application has already stashed.
From a JavaScript variableRead directly from a global JS variable — useful when your app exposes data via window.user or similar globals.
Pushed via APISet the field programmatically by calling Personyze’s tracking API with the user identifier and field value. Best for server-computed values.

You can also delete the attribute or wipe all collected data for that attribute at any time.

Using your custom field

Custom fields appear automatically in three places:

  • Targeting wizards — under the User Profile Data rule, your new field shows up alongside built-in attributes. You can target visitors where lead_score > 80, preferred_category = "shoes", etc.
  • Personalization variables — drop the field into any HTML/text content using the WYSIWYG editor‘s variable picker. Renders as the visitor’s actual value at page load.
  • Site statistics — your new field becomes a filter dimension on every Personyze report, so you can segment performance by it.

Custom field vs. CRM sync vs. user feed

When should you use a custom profile field versus updating your CRM/user feed? Quick guide:

  • Use a custom field for short-lived, experimental, or computed-on-site attributes.
  • Use your CRM/user feed for canonical, source-of-truth attributes that other systems also depend on (account tier, lifecycle stage).
  • Use both when you need to enrich a CRM-synced field with site-derived signals — e.g., your CRM says “Tier: Gold,” but a custom field tracks “viewed enterprise pricing this session.”

For more on CRM-based targeting, see CRM Targeting Wizard.