Offering Attributes are reusable scoring parameters that you define once and attach to your offerings. They give the decision engine a richer, multi-dimensional view of each offer, beyond just click-through rate or manual rank, so it can surface the most relevant and strategically important offering for every customer, every time.
Think of them as the building blocks of your Custom Formula ranking strategy. When a customer qualifies for multiple offerings, the engine calculates a weighted score for each one using the attributes you have defined, then ranks accordingly.

What Offering attributes solve?

Offering priority ranking based on static offering priority scores is reliable when you have a handful of offers and your business goals do not change week to week. This is specifically useful when the offering that a user in the target segment sees should remain the same.

Merlin AI based optimization learns from clicks and conversions, surfacing whichever offering is getting the best response from users. It is useful for 

• Offering discovery — let users find what resonates
• No strong ‘business’ priority between offers
• Enough traffic to generate meaningful signal quickly

Custom formula with Offering Attributes allows you to generate a single ranking score for offerings that are both strategically important and relevant to an individual user. 

Some sample use cases are illustrated below:

Usecase 1

A premium accessory with a 2% conversion rate is consistently outranked by a $15 phone case with a 12% CVR. Manual rank helps but breaks the moment a new accessory launches.
Using a Custom formula: Assign a high "Margin Score" (fixed value, 90) to premium SKU offering and a low "Margin score" (40) to the Phone case offering. Assign a weightage of 40% to the "Margin score" attribute in the Custom formula. The premium accessory offering stays competitive without touching the individual offering priority score.

Usecase 2

Customers flagged as likely to churn are still being served new-customer promotions because pure play engagement strategy optimizes for the overall click rate, not retention relevance.
Using a Custom formula: Assign a "Churn Propensity" dynamic value attribute linked to the user’s profile. Offerings tagged as retention-focused get boosted automatically for high-risk users.

Types of Offering Attributes

There are two types of Offering Attributes. Understanding the difference helps you decide which to use for each dimension of your scoring formula.

Fixed value

A Fixed value attribute is a list of options you define that captures something meaningful about the offering itself. When the author creates or edits an offering, they pick the option that best describes it. 

The key characteristic is that the score is determined by the offering, not by the target user. Every user who qualifies for that offering sees the same score applied in the ranking formula. This makes Fixed Value attributes the right tool when you want to express the strategic or business-level weight of an offering — things like its profit margin, campaign priority, or product category importance — independently of who is viewing it.

Example: 

A bank may focus on growing its loan book in one quarter and on increasing insurance penetration in the next.

You create a "Business Objective" attribute with three options: "Grow loan book", "Increase insurance penetration" & "Cross-sell investments". 

For each individual offering, select the “Business Objective” attribute and then the appropriate option and assign a score.

Change the weight of this attribute in the Decision Policy at the start of each quarter to ensure the right offering is automatically prioritized. No offering-level edits are required.

Dynamic value

A Dynamic value attribute is a scoring parameter where the score is not fixed at the time of creating the offering — it is calculated fresh for each individual customer at the moment of decisioning. The engine looks at that customer's real-time profile in MoEngage, checks specific user attributes you have pre-configured, and awards a score based on what it finds.

The key characteristic is that the same offering can receive a different score for different customers. This makes Dynamic Value attributes the right tool when relevance depends on who the customer is, not just what the offering is.

Matching offering value to user profile attributes

When you define a Dynamic Value attribute, you map it to one or more user profile attributes and assign a score to each mapping. At decisioning time, the engine checks those user attributes in order and awards the score for the first match it finds.

In the above example, the same electronics offering is ranked higher for User A than for User C without any manual intervention. The marketer creates the offering once; the engine personalises the ranking for every individual automatically.
 

Next Steps

Now that you have an understanding of Offering attributes, you can:

• Create one or more Offering attributes. For more information, refer to Create Offering attribute.
• Assign them to offerings during offering creation. For more information, refer to Create Offerings.
• Use them in a Custom Formula ranking strategy within a Decision Policy. For more information, refer to Custom Formula Ranking Strategy.