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Trait Enrichment first pass
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‎src/unify/trait-activation/trait-enrichment.md

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title: Trait Enrichment
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---
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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.
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Visit [Trait Enrichment Sample Data](#) to view sample data synced using Trait Enrichment.
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> info ""
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> The steps you'll need to get use Trait Enrichment will depend on the type of destination [you've connected](/docs/unify/trait-activation/trait-activation-setup/).
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> - For Iterable, Facebook Custom Audiences, Zendesk, and Google Adwords, start with [set up Trait Enrichment](#set-up-trait-enrichment).
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> - If you're using SendGrid, Braze, or Salesforce Actions, use the [Destination Actions setup steps](#setup-for-destination-actions).
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## Requirements
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To use Trait Enrichment, you must have the following:
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- Engage Foundations
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- A workspace approved for Trait Enrichment
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- Have less than 10 million cumulative number of users across all Audiences with Trait Enrichment
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## Set up Trait Enrichment
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> info ""
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> If you're using Destination Actions, visit the setup instructions [here](#setup-for-destination-actions).
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To map Trait Enrichment to your destination:
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1. Navigate to **Engage** > **Audiences**.
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2. [Create a new Audience](/docs/engage/audiences/). From the **Select Destination** tab in the Audience builder, add your destination.
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- If you don't see any destinations to add, you'll need to [add the destination](/docs/connections/destinations/add-destination/#adding-a-destination) to your Engage space first.
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- For existing Audiences, select the connected Destination from the Audience Overview page.
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3. In the **Event Settings** section, you'll see two options: **Default Setup** and **Customized Setup**. To use Trait Enrichment, select [**Customized Setup**](#customized-setup).
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### Default setup
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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.
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You can return to customize event settings at any time.
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### Customized setup
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With Customized setup, you can choose which traits you want to map downstream to your Destination.
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1. Click **Customized Setup**, then click **Add Trait**.
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2. Select all traits you want to sync to your destination, and click **Save**.
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- Use the **Segment** column to select traits from the Segment Spec.
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- Use the **Destination** column to select which traits you want to map to from your Destination. By default, Segment attempts to find traits with matching names.
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3. Once you've selected traits and customized your mappings, click **Save** and finish building your Audience.
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### Destination requirements
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The following are a list of destination specific requirements for using Trait Enrichment.
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#### Iterable
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Users can sync as many traits as they would like to Iterable. Iterable also doesn't require you to map Segment traits to specific Iterable fields.
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#### Facebook Custom Audiences
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You can only choose from the following 13 traits to sync to Facebook. Each trait you select must map to a Facebook key:
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- `email`
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- `context.device.advertisingId`
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- `firstName`
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- `lastName`
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- `phone`
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- `gender`
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- `birthYear`
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- `birthMonth`
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- `birthday`
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- `address.state`
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- `address.city`
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- `address.postalCode`
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- `address.country`
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#### Zendesk
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If you're using Zendesk, you must include the `firstName` and `lastName` traits as part your mapping.
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#### Google Ads Remarketing Lists
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`email` is required when syncing to Google, because every payload will send `email` (as an identifier) downstream in addition to phone number.
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Additionally, you can only map one trait per audience to Google as a phone number.
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## Setup for Destination Actions
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If you're using Destination Actions (Braze, Salesforce, and SendGrid), use the following steps to set up Trait Enrichment.
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1. Navigate to **Engage > Engage settings**.
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2. Select the Destinations tab, then click **+ Add Destination**. Search for either Braze Cloud Mode (Actions), Salesforce (Actions), or SendGrid Marketing Campaigns.
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3. Enter your Destination credentials:
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- **Braze**: Input the API Key and REST Endpoint. Use the toggle to enable the Destination, and click **Save**.
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- **Salesforce (Actions)**: Navigate through the OAuth flow. Use the toggle to enable the Destination, and click **Save**.
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- **SendGrid Marketing Campaigns**: Input the API Key. Use the toggle to enable the Destination, and click **Save**.
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4. Navigate to **Engage > Audiences**, and click **+ Create**.
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5. From the Select Destinations screen in the Audience builder, select your Destination.
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6. Confirm that "Send Identify" is toggled on. Next, select **Customized Setup**.
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7. Select **Add Trait**. Then, select the traits you want to sync and click **Save**.
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### Configure mappings in your Destination
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After you add your traits, you'll need to configure how your selected traits will map to your Destination.
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> success ""
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> Keep your Engage Audience open in a separate tab, as you'll need to return.
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1. Navigate to **Connections > Destinations** and select your Destination.
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1. From the Destination overview screen, select the **Mappings** tab.
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2. Click **+ New Mapping**.
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- **Braze Cloud Mode (Actions)**: Has a preset mapping called **Update User Profile**.
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- **Salesforce (Actions)** Use `Identify calls` as your event trigger.
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- **SendGrid Marketing Campaigns** Configure an **Upsert Contact** mapping. Use `Identify calls` as the event trigger.
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3. Locate the **Select mappings** section to confirm the default field mappings match the traits you selected in your custom setup.
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- To add or change a trait field mapping click on a field, and from the dropdown search field enter `traits.` followed by your trait. For example, `traits.email`. Then, click **Use as an event variable**.
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4. After confirming the mappings, click **Save** and navigate back to Engage to finish building your Audience.
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## Limits and best practices
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Note the following limitations and best practices for Trait Enrichment:
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1. To enable Trait Enrichment, the total number of profiles across all Audience must be less than 10 million.
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2. For Trait Enrichment set up, Segment supports a maximum of five concurrent syncs.
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- Concurrent syncs could be five Audiences connected to a destination or one Audience connected to five destinations.
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3. Segment recommends using Trait Enrichment with new Audiences.
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4. Trait Enrichment supports mapping 15 traits by default. If you'd like to map additional traits, please reach out to [Segment support](https://segment.com/help/contact/){:target="_blank"}.
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## Frequently asked questions
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{% faq %}
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{% faqitem What's the difference between Trait Enrichment and ID Sync? %}
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**Trait Enrichment** lets you map the traits data you've collected with Engage to use when syncing Engage Audiences to destinations.
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**ID Sync** lets you map the identities data gathered for a profile for use when syncing Engage Audiences to destinations.
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{% endfaqitem %}
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{% faqitem How do syncs differ between Audiences with Trait Enrichment and Audiences without Trait Enrichment? %}
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Trait Enrichment on existing Audience destinations doesn't automatically resync the entire audience. Only new data flowing into Segment will adhere to the new trait criteria.
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{% endfaqitem %}
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{% faqitem Can I edit mappings once Segment syncs the Audience? %}
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Yes, you can edit mappings in the Destination `Mappings` tab at any time. However, changes will only take place in subsequent audience syncs or in new audiences connected to the destination.
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{% endfaqitem %}
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{% faqitem Does Trait Enrichment guarantee match rate improvements? %}
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No. Segment doesn't guarantee match rate improvements with Trait Enrichment. Match rates depend on data quality.
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{% endfaqitem %}
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{% endfaq %}

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