> For the complete documentation index, see [llms.txt](https://docs.guideflow.com/help/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.guideflow.com/help/variables/what-are-variables.md).

# What are variables

Variables are custom fields that are automatically filled with corresponding data, such as custom words, phrases, or image URLs. A variable is data that associates a key (e.g. first name) with a value (e.g. Pierre). 

Use variables in a guideflow to hyper-personalize the content for your audience. They allow personalization at scale based on factors like persona, job title, and location, making messages feel relevant and appealing to each recipient. Personalization variables can range from simple fields like {{First Name}} or {{Company}} to more complex ones that use if-else syntax and contextual data.

(e.g. use a variable "Hello {{first\_name}}" to display a customized welcome message such as "Hello John")

You can use 3 kinds of variables to personalize your guideflow : 

* Text (first name, last name, company name, etc.)
* Number (company size, company revenue, etc.)
* Image URL (logo URL, avatar URL, profile picture URL)

### Default variables

Below you can find your list of default variables. 

| Name            | User Attribute | Example                               | Type      |
| --------------- | -------------- | ------------------------------------- | --------- |
| {{first\_name}} | First name     | Steve                                 | Text      |
| {{last\_name}}  | Last name      | Jobs                                  | Text      |
| {{email}}       | Email          | <steve@apple.com>                     | Text      |
| {{company}}     | Company        | Apple                                 | Text      |
| {{website}}     | Website        | [www.apple.com](http://www.apple.com) | Text      |
| {{phone}}       | Phone          | +1(234)567-8910                       | Text      |
| {{logo\_url}}   | Logo URL       |                                       | Image URL |
| {{avatar\_url}} | Avatar URL     |                                       | Image URL |

{% hint style="info" %}
Definition: user attribute is your variable description.&#x20;
{% endhint %}

### Custom variables

You can create a custom variable by following the article about how to [create variables](/help/variables/create-and-edit-variables.md).&#x20;


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