Permission: Campaign entities

First layer message variables allow your organization to utilize a single first layer message for a property group with programmatic customizations for each property in the property group. Commonly, these first layer message variables are used by organizations for site-specific branding of the messages.

  Note: First layer message variables are only available for messages within property groups. First layer messages built in individual properties will not have the option to add message variables.

To start, click Properties on the left-hand panel and select Property Groups from the subsequent menu.


Navigate to a property group on the subsequent list and click the launch icon inline with the property group name.


Select Messages from the top navigation bar and select a regulatory regime (either GDPR Messages or U.S. Privacy Messages).

Click Web/Webview from the subsequent menu. 

  Note: When building a message for the GDPR regulatory regime, you will have the option to select either a Web/Webview message for either TCF or Standard.


Ensure the First Layer tab is selected and click the Edit icon inline with a first layer message on the subsequent list. Alternatively, click + New Message if the property group does not have an existing first layer message.


Create first layer message variable 

From the first layer message builder page, click Variables on the right-hand panel. Use the provided fields to input a variable name and a default value for the variable.

Click Add Variable when finished.

  Note: $$ will be wrapped around your variable name to denote that the name you input is a message variable. Be sure to include the $$ before and after the variable name when using the message variable (e.g. $$settings$$).

Additionally, if the default value of the first layer message variable is a URL, remember to include the URL protocol (e.g.


The first layer message variable will be added to the Master Variable List and every property in the property group.

Expand each property in the Variables panel to set the message variable value for each property.

The first layer message variable value will be assigned the default value previously set unless otherwise edited.


After you have set the first layer message variable value per property in the property group, insert the first layer message variable name in the message builder settings and/or custom CSS whenever the message variable should be called.

  Note: If the first layer message variable is a URL and you are utilizing the Add link tool in the content of a text component, remember to delete the pre-populated URL protocol (https://) in the Enter link field. The URL protocol should already be included in your first layer message variable value.


Click Save Message when finished.


In the above example, we want the background color for the Settings button to change depending on which property an end-user visits.

The first layer message variables will be pushed to the properties in the property group based on your configuration. When viewing the message builder from any of these individual properties the message builder will display the value of the first layer message variable you set in the property group.


Delete first layer message variable

From the first layer message builder page for a property group, click Variables on the right-hand panel and expand the Master Variable List.


Navigate to a first layer message variable from the expanded list and click the Delete icon inline with message variable.


The message variable will be deleted from the properties in the property group.

Once the message variable is deleted, you will need to update your message builder settings and custom CSS to manually remove the message variable and replace it with either a new message variable or non-message-variable value.


Click Save Message when finished.


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