ZMP Implicit People and Attribute Properties

Implicit Properties

Implicit properties are automatically generated by the Zeta Marketing Platform (ZMP) to capture system-level metadata about a person’s profile. These properties provide foundational signals, such as account creation date and active contact channels, that support audience segmentation, engagement tracking, and compliance workflows.

Below is a list of the implicit people properties tracked by the Zeta Marketing Platform:

Name	Data Type	Description
created_at	date	An ISO 8601-formatted timestamp for when the person’s profile was created in ZMP.
has_active_email	boolean	This property indicates the subscription status of the email contact value in the person’s profile if one exists.
has_active_phone	boolean	This property indicates the subscription status of the phone contact value in the person’s profile if one exists.
has_active_push_device	boolean	This property indicates the subscription status of the push contact value in the person’s profile if one exists.
has_active_subscription	boolean	This property indicates the subscription status of any contact value in the person’s profile if one exists. If at least one contact value is subscribed, this will return true.
last_clicked	date	An ISO 8601 formatted timestamp for the last time the person clicked on a link from a campaign deployed from ZMP.
last_contact	date	An ISO 8601 formatted timestamp for the last time the person was contacted from a campaign deployed from ZMP.
last_opened	date	An ISO 8601-formatted timestamp for the last time the person opened an email from a campaign deployed from ZMP.
last_seen	date	An ISO 8601 formatted timestamp for the last time the person engaged with content deployed from ZMP or was seen browsing the client website if p13n.js is implemented.
last_updated	date	An ISO 8601 formatted timestamp for the last time the person’s profile was updated in some manner.
signed_up_at	date	An ISO 8601 formatted timestamp for when the person’s profile was first created with a valid contact value. It can also be set explicitly.
known_to_customer	boolean	Returns true if the person’s profile has a customer-provided identifier ie, user_id

Implicit Attributes

Implicit attributes are derived from user interactions and behavioral events, such as clicks, opens, and page views. They enrich person profiles with engagement and location data sourced from ZMP events and geo-IP information, enabling better personalization and targeting.

The following implicit attributes are sourced from the viewed events:

Property	Source	Detail
ns_city	geoip	City of user
ns_continent	geoip	Continent of user
ns_latitude	geoip	Latitude of user
ns_longitude	geoip	Longitude of user
ns_country	geoip	Country of user
ns_metro_code	geoip	DMA of user
ns_postal_code	geoip	Postal code of user
ns_region	geoip	State of user
ns_timezone	geoip	Timezone of user
ns_browser_language	user-agent	Browser language
ns_browser	user-agent	Browser name
ns_browser_version	user-agent	Browser version
ns_device_type	user-agent	Device type
ns_operating_system	user-agent	Operating system
ns_utm_campaign	page url	Google Analytics tracking
ns_utm_content	page url	Google Analytics tracking
ns_utm_medium	page url	Google Analytics tracking
ns_utm_source	page url	Google Analytics tracking
ns_utm_term	page url	Google Analytics tracking

z_Properties

z_ fields create a canonical best-information-based source for address data. ZMP automatically captures location data in the ns_ properties based on customer IP addresses detected in customer interactions, and customers can capture address data in our standard address properties. The z_ fields automatically reflect the best information available about the location of the customer - customer-provided data is preferred, and will ns_ fields are used as a fallback.

Note that the z_ field mapping logic will not mix sources, so if any of the z_ fields are available in the preferred (customer-supplied) source, then only those fields will be used. As an example, if the customer provides only city, zip, and state, then z_city, z_zip, and z_state will reflect the same values, while z_country, z_latitude, and z_longitude will remain blank on that profile.

z_ Field	Preferred Source	Fallback Source	Description
`z_city`	`city`	`ns_city`	City name
`z_zip`	`zip`	`ns_postal_code`	ZIP/Postal code
`z_state`	`state`	`ns_region`	State/Region
`z_country`	`country`	`ns_country`	Country
`z_latitude`	`latitude`	`ns_latitude`	Geographic latitude coordinate
`z_longitude`	`longitude`	`ns_longitude`	Geographic longitude coordinate