User Attributes are available on Hotjar Business Plans. If you're interested in enabling User Attributes, Read more about upgrading your Hotjar Plan.
What are User Attributes?
User Attributes are facts about your users, taken from your site’s data and sent to Hotjar to help you gain insight into their behavior and experience on your site. You can send up to 100 user attributes on any site, with any number of users associated with those attributes.
Once enabled, User Attributes allow you to filter Recordings and target feedback widgets by these attributes. They also allow you to lookup and delete user data by user ID making it easy to respect your user's privacy rights - which is especially important when passing personal information to Hotjar.
Before you can start using User Attributes, the data for them needs to be sent to Hotjar through our Identify API. Because these attributes come from your site data, Hotjar needs a little extra setup before it has access to them.
Your web developer must be involved during the implementation of User Attributes to make sure the values you are choosing to target are available within your site. If you're team is ready to set up User Attributes, check out our checklist here: How to Setup User Attributes in 4 Steps
What can they do?
In the table below, you'll find some examples of use cases for User Attributes. Remember that this feature is used to pass existing data to Hotjar - Hotjar does not collect the information related to these attributes on its own. Learn more about Hotjar's approach to Data Safety, Privacy & Security.
A limit of 100 unique attributes is allowed for each Hotjar Site.
You can send up to 100 user attributes on any site, with any number of users associated with those attributes. For this reason, it's not recommended to use User Attributes for product SKUs or other unique items that might cause you to exceed the 100 attribute limit.
The attributes in the table below are only examples, to give you some ideas, but it is by no means an exhaustive list:
|user_id||Find recordings of specific users/customers||Get more context around a support ticket, or feedback, and follow up with the individual|
|signed_up||Show the date when a user signed up for a service or mailing list||Understand user behavior and increase conversions|
|created||Show the date when the user's account was first created||Understand user behavior over time|
|first_name*||Show the user's name||Used when following up with the user about a support issue or feedback|
|company||Show the company or organization a user is affiliated with||Compare how users from various organizations interact with your platform|
|language||Show the user's preferred language||Target users with surveys or feedback widgets written in the preferred language|
|widgets_opt_out||Identify users who have specifically asked not to be shown feedback tools on the app/site||Ensure users are not targeted with Feedback tools if they've requested to not be targeted with surveys or incoming feedback widgets|
|role||Show the user's role within an organization||Segmenting users for better targeting and data filtering|
|on_trial||Determine whether or not a user is on a trial version of your product||Identify trial accounts to increase conversions|
|campaign||Determine which campaign/UTM a user was targeted by||Understand campaign performance and increase conversions|
|total_purchases||Show the total value of all purchases made from a user||Understand the behaviors of high-value customers on your site|
|country||Show the country associated with a user||Identify trends on app/site usage based on location|
|email*||Show the user's email address||Follow up with user about bugs, issues, or feedback given|
* Never send personally identifiable information as User Attributes to Hotjar unless you have a unique user ID associated with it. We cannot do anything to lookup and remove this data if you send it anonymously.
This means that you would need to lookup and delete each user's data individually, or delete the entire Hotjar Site if the user requested for the data to be removed. Learn about Hotjar's User Lookup Features
Ready to get started? Check out How to Setup User Attributes in 4 Steps!