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Advocate Custom Fields Overview & Characteristics

Custom fields are pieces of data that you send us about your participants, above and beyond the minimum required to power your referral program. You can send us all kinds of information in the form of a custom field, such as:

  • Birthday

  • Language

  • Location

  • Type of subscription

  • Membership status

You can build program rules that use the information from custom fields to trigger goals and actions. This custom information can also be referenced if you place your participants into segments.

Related to custom fields are calculated fields. Unlike custom fields, which just record the information you send us, calculated fields allow you to perform different types of calculations with the data you send us, and then store the resulting value as a custom field that’s available on the participant’s profile.

Custom fields can be sent to us when you upload a user import file or via UTT, API, SDK, or another integration method.

Field characteristics

Any custom fields you send us need to meet a few requirements for field names and values.

  • Up to 64 characters

  • Only alphanumeric characters, dashes, and underscores are accepted (letters must be unaccented)

  • Case sensitive. customFieldName is treated as distinct from customfieldname

Sending custom fields

You can include custom fields whenever you create, update, or upsert users, regardless of the method you use to send us the data.

You can include custom fields when importing new users or updating existing users in bulk. See our documentation on Import Participants in Bulk for instructions.


We have sample CSVs and JSONL files available to guide your import. These are also accessible from your account.

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