Profile traits

Profile traits are out-of-the-box, calculated attributes in Sitecore CDP that represent a customer's historical activity (such as Average Order Value, Total spend, or Most purchased product) based on their purchases, visits, and interactions. These traits are updated daily and stored against each customer profile.

Profile traits enable:

Faster segmentation - build audience segments without writing SQL or defining the logic manually.
Smarter insights - quickly identify trends, such as high spenders or frequent buyers.
Better targeting - use profile traits for segmentation, conditions, and analytics. If you have both CDP and Personalize, you can use profile traits for real-time personalization in experiments and experiences.

You can view profile traits on the guest properties page and use them to gain quick insights. For example, instead of manually calculating a customer's lifetime spend, Sitecore CDP automatically updates the Total Spend profile trait for customers each time a new transaction occurs.

Because profile traits are automatically calculated by the system, they cannot be manually created, modified, or recalculated.

List of profile traits

Note

Unless otherwise stated, all profile traits are calculated from the customer’s first recorded interaction to their most recent one.

The following table lists available profile traits in alphabetical order. Price-related profile traits are displayed in your organization's currency, and date related-traits follow your organization's date format.

Profile trait	Description
Average Annual Spend	Average spend per year.
Average Annual Transactions	Average number of transactions per year.
Average Order Value	Average value of all transactions.
Distinct Product Count	Number of unique products purchased across all orders.
First Transaction Date	Date of the first recorded transaction.
Last Transaction Date	Date of the most recent transaction.
Last Transaction Interval	Days between the last and previous transaction.
Last Transaction Sales Channel	Channel used in the most recent transaction. The default value is `Unknown`.
Most Common Channel	Most-used channel.
Most Common Device	Most-used device.
Most Purchased Product	Most frequently purchased order item, shown as a `productName`.
Most Purchased Product Count	Number of times the most purchased product has been ordered.
Revenue - 0-12 Months	Revenue generated in the last 12 months.
Revenue - 13-24 Months	Revenue generated 13 to 24 months ago.
Total Count Orders	Total number of orders made.
Total Spend	Total lifetime spend.
Total Spend - Centile	Spend percentile compared to other customers.
Transaction Count - 0-12 Months	Number of transactions in the last 12 months.
Transaction Count - 13-24 Months	Number of transactions 13 to 24 months ago.

Storing profile traits against a customer profile

At the root level of every customer's profile in CDP is a traits object, which contains the profile object. The profile object holds all profile traits as key-value pairs, where each key is a profile trait's unique ID, such as total_spend.

RequestResponse

{       
    "traits": {
        "profile": {
            ...          
            "total_spend": {
                "value": 200,
                "modifiedAt": "2025-06-17T00:00:00.000Z"
            },            
            ...     
        }
}

Each profile trait includes the calculated value and a modifiedAt timestamp to indicate the last update.

Accessing profile trait values in Sitecore CDP

You can retrieve profile traits in the following ways:

From the guest profile - view profile traits values directly on the customer's guest properties page in Sitecore CDP.
Programmatically via guest context - use the profile trait's unique ID within the known structure of the customer's profile in CDP. For example:
RequestResponse
```
guest.traits.profile.total_spend.value
```

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