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Content Studio - Attribute not visible when personalizing a URL?

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Our use case: Our support team has created a list of custom URLs for a targeted email send. I've created a custom field to support the URL, with the following criteria:

  • Business context - Marketing: Contact
  • Data type: web address
  • Enabled for all UIs and Reports
  • Enabled for all OData and APIs available

It's been published. I've made the attribute visible in the segmentation object and made sure it's assigned to the segmentation profile I'm using. I can confirm that I can see the value in the Segmentation Model.

I've created a new email in Email Lite and assigned the personalization profile equal to my relevant contact segmentation profile.

When I try to personalize the URL, the new field is not available as an attribute for personalization.

Any thoughts on what I might have missed?

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