Trait Enrichment

Use Trait Enrichment to access Segment profile traits when you sync Audiences to Destinations. With Trait Enrichment, you can use custom, SQL, computed, and predictive traits to enrich the data you map to your destinations.

Set up Trait Enrichment

To map Trait Enrichment to your destination:

1. Navigate to Engage > Audiences.
2. Create a new Audience. From the Select Destination tab in the Audience builder, select your destination.
   • If you don’t see any destinations to add, you’ll need to add a destination to your Engage space first.
   • For existing Audiences, select the connected Destination from the Audience Overview page.
3. In the Event Settings section, you’ll see two options: Default Setup and Customized Setup. For Trait Enrichment, select Customized Setup.

Default setup

Default setup uses default Segment Destination settings without Trait Enrichment. To use the default settings, select Default Setup, then click Save to resume building your Audience.

You can customize event settings at any time.

Customized setup

With Customized setup, you can choose which traits you want to map to your destination.

1. Click Customized Setup, then click Add Trait.
2. Select all traits you want to sync to your destination, and click Save.
   • Use the Segment column to select traits from the Segment Spec.
   • Use the Destination column to select which traits you want to map to in your destination. By default, Segment attempts to find traits with matching names.
3. Click Save and finish building your audience.

Destination requirements

The following are a list of destination-specific requirements for using Trait Enrichment.

Facebook Custom Audiences

You can only sync the following traits to Facebook:

• email
• context.device.advertisingId
• firstName
• lastName
• phone
• gender
• birthYear
• birthMonth
• birthday
• address.state
• address.city
• address.postalCode
• address.country

Each trait you select must map to a Facebook key.

Google Ads Remarketing Lists

email is required when syncing to Google, because every payload will send email (as an identifier) downstream in addition to phone number.

Additionally, you can only map one trait per audience to Google as a phone number.

Destination Actions setup

If you’re using Destination Actions, use the following steps to set up Trait Enrichment.

1. Navigate to Engage > Engage settings.
2. Select the Destinations tab, then click + Add Destination. Search for either Braze Cloud Mode (Actions), Salesforce (Actions), or SendGrid Marketing Campaigns.
3. Enter your destination credentials:
   • Braze: Input the API Key and REST Endpoint. Use the toggle to enable the destination, and click Save.
   • Salesforce (Actions): Navigate through the OAuth flow. Use the toggle to enable the destination, and click Save.
   • SendGrid Marketing Campaigns: Input the API Key. Use the toggle to enable the destination, and click Save.
4. Navigate to Engage > Audiences, and click + Create.
5. From the Select Destinations screen in the Audience builder, select your destination.
6. Confirm that “Send Identify” is toggled on. Next, select Customized Setup.
7. Select Add Trait. Then, select the traits you want to sync and click Save.

Configure mappings in your Destination

After you add traits, configure how your selected traits will map to your Destination.

1. Navigate to Connections > Destinations and select your destination.
2. From the Destination overview screen, select the Mappings tab.
3. Click + New Mapping.
   • Braze Cloud Mode (Actions): Use a preset mapping called “Update User Profile”.
   • Salesforce (Actions): Use Identify calls as your event trigger.
   • SendGrid Marketing Campaigns: Configure an “Upsert Contact” mapping. Use Identify calls as the event trigger.
4. Locate the Select mappings section to confirm the default field mappings match the traits in your custom setup.
   • To update a trait field mapping, click on a field, and in the dropdown search bar enter traits. followed by your trait. For example, traits.email. Then, click Use as an event variable.
5. Click Save and navigate back to Engage to finish building your Audience.

Best practices

For best results with Trait Enrichment, Segment recommends:

• Using Trait Enrichment with new audiences.
• Using smaller audiences for real-time use cases, as data delivery is slower for large audiences.

Frequently asked questions