Beyond customer and event data, Optimove provides two other categories of attributes: General (System Metadata) and Compliance (Legal & Tracking requirements).
Compliance Attributes (Email Only)
Compliance attributes are mandatory for marketing and promotional email campaigns sent via Email. They ensure you meet legal requirements (CAN-SPAM/GDPR) and enable engagement tracking.
| Tag | Description |
|---|---|
{{ compliance.unsub }}
|
Generates the unique URL for the customer to unsubscribe from your mailing list. |
{{ compliance.unsub_preferences }}
|
Link to the Preference Center (if configured). |
{{ compliance.manage_preferences() }}
|
Generates a link to the
Cross-Channel Preference Center. Note: This function is only available if your account has the Cross-Channel Preference Center and Liquid Script enabled. |
{{ compliance.open_tracking_pixel }}
|
An invisible pixel that tracks open rates. Best Practice: Place this tag at the very top of your HTML. This ensures opens are recorded immediately, even if the rest of the email message is clipped by the recipient's inbox provider. |
Example: Standard Email Footer
<footer>
<p>You are receiving this email because you signed up at our store.</p>
<p><a href="{{ compliance.unsub }}">Unsubscribe here</a></p>
</footer>
General Attributes (System Metadata)
General Attributes provide metadata about the campaign itself. These are useful for internal tracking codes, analytics tagging (like UTM parameters), or QA testing.
Access these using the general. prefix.
| Attribute | Meaning |
|---|---|
{{ general.CAMPAIGN_ID }}
|
The unique ID of the campaign being sent. |
{{ general.TEMPLATE_NAME }}
|
The name of the current template. |
{{ general.ACTION_NAME }}
|
The name of the Action within the Mission Control workflow. |
Use Case: Automating Google Analytics Tracking
You can use these tags to automatically populate your URL parameters so you don't have to type them manually for every campaign.
<a href="https://www.mysite.com?utm_source=optimove&utm_campaign={{ general.CAMPAIGN_ID }}">
Shop Now
</a>
Next Steps
Now that you know how to insert data, it's time to learn how to format it.
- Introduction to Filters (Date formatting, Text casing, etc.)