How Calculated Attributes Work

A Calculated Attribute (CA) is a per-user value that Zeotap computes from your data — typically by aggregating the events each user performs — see the Calculated Attributes overview for the full introduction. This page explains the mechanics: where CAs sit in the data flow, the kinds available, what goes into a CA definition, and where the results are consumed. For click-by-click creation steps, see Create a Batch Calculated Attribute and Create a Real-Time Calculated Attribute. You find CAs in the platform under Unify → Calculated Attributes, with two tabs — Batch Attributes and Real Time Attributes — and a + Create Attribute button.

​

Where CAs sit in the data flow

Calculated Attributes are a link in the chain between raw ingested events and activation:

1. Sources ingest events into the platform.
2. The Catalogue defines the fields those events are mapped to.
3. A CA aggregates those events per user — every value is computed per unified customer profile.
4. The result sits on the unified customer profile.
5. From the profile, the value is available to Audiences, directly to Journeys, and to Destinations through audiences.

​

The three kinds of Calculated Attributes

For a full side-by-side comparison of batch and real-time behaviour, see Batch vs. Real-Time Calculated Attributes.

​

Anatomy of a Calculated Attribute

Every CA definition answers the same question: which aggregation, of which field, over which events, filtered how, across which time window? The create form expresses this as a sentence you complete:

“For each user in my database, calculate a new attribute as: [operator] of [field] field, when they performed [event(s)]“

​

Operator

Batch CAs support 12 aggregation operators and real-time CAs support 3 — see Calculated Attributes: Guardrails & Limits for the full lists and per-operator data-type constraints.

​

Conditions

You can filter which events qualify with up to 10 optional conditions, combined with AND / OR logic — for example, count only purchase events where the category is “electronics”. For fields with many distinct values, the value dropdown gives way to free-text entry. The full builder limits are consolidated in Guardrails & Limits.

​

Computation window

The Run computation setting defines the time range the aggregation covers, with three modes:

• Over the last N units
• Over entire data
• From a fixed start date

The units available differ by kind — see Batch vs. Real-Time Calculated Attributes for the specifics.

​

Group By

A batch CA can be split into one value per group by adding up to 3 Group By fields — for example, order value grouped by Country yields a per-country value on each profile. The result is stored as a list-of-objects attribute — each entry holds the computed value alongside its group-by values — which you can use and filter directly in audiences and journeys. Only attributes at the same level as the aggregation field are offered. Group By is not available on real-time CAs.

​

Definition Type: Standard vs SQL

Batch CAs have two Definition Types — Standard (the sentence builder above) and SQL (a query editor for aggregations the sentence builder can’t express — including aggregating attributes beyond event data, which form-based creation is limited to). Real-Time CAs are Standard only. The SQL CA Editor is Beta and enabled per account on request (raise a support ticket, as for real-time CAs). Both creation flows, including the SQL editor’s validation rules and query guide, are documented on Create a Batch Calculated Attribute.

​

Lifecycle

A CA moves through a simple status lifecycle:

• In Progress — the attribute is being processed; its first computation is running.
• Active — computed and refreshing as expected. Only an Active CA can be used in workflows.
• Paused — not refreshed; its values are cleared (set to null) at the account’s next daily refresh.
• Draft — a definition saved without being published for computation.
• Published — the definition is saved and queued for its first computation.
• Failed — the last computation did not complete; contact your Zeotap representative.

For what each status and column means on the listing screen, see Components of the Calculated Attributes Screen. For refresh cadence and freshness timing, see Guardrails & Limits. One behaviour to know before you write audience rules: a user with no qualifying events carries no value for a CA (not a 0) — see Guardrails & Limits → Users with no qualifying events.

​

Where CAs are consumed

• Audiences — “calculated attributes” is one of the rule types in the audience builder. See Apply Attributes to Your Audience.
• Real-time streaming filters — filter users and events coming through a real-time source.
• Journeys — use CAs directly in journey conditions. See Orchestrate.
• Destinations — activate on CAs through the audiences built on them. See Create a New Destination.

​

Related Topics