Activation API (Early Access)

Expose user profiles stored in your Redis instance over an API.


The Activation API is part of our Early Access Program, where we work with early users and customers to test new features and get feedback before making them generally available.

Contact us if you would like access to this feature.

With RudderStack’s Activation API, you can fetch enriched user traits stored in your Redis instance and use them for near real-time personalization for your target audience.

Activation API


A brief summary of how the Activation API works:

  1. Sync all your customer 360 data from your Profiles project to your Redis store.
  2. The Activation API sits on top of this Redis instance and provides endpoints for retrieving and using the enriched user data for personalization.

How to use the Activation API

  1. Use your Profiles project to create a 360-degree view of the features stored in your data warehouse.
  2. Set up a Reverse ETL connection from the warehouse containing the above customer 360 table to the Redis destination in RudderStack. See Redis destination configuration for more details.
  3. In your Profiles project settings, turn on the Enable sync to Redis toggle.
Enable Redis sync for using Activation API
  1. Generate a personal access token with Admin role in your RudderStack dashboard. This token is required to authenticate and use the Activation API.
  2. Note the Redis destination ID. See FAQ for more information on obtaining this ID.
  3. Use the Activation API endpoint to access your Redis instance and get user data.
See Use case for more information on how you can use this data.


This API uses Bearer Authentication for authenticating all requests.

Set the personal access token as the bearer token for authentication.

Base URL

Get user profiles


Request body

Entity type
Redis destination ID.
ID containing type and value
  "entity": <entity_type>,  // User, project, account, etc.
  "destinationId": <redis_destination_id> , // Redis destination ID
  "id": {
    "type": <id_type>,
    "value": <id_value>

Example request


  • If the personal access token is absent or trying to access a destination to which it does not have access:
statusCode: 401
Response: {
  "error": "Unauthorized request. Please check your access token"
  • If the destination is not Redis or the destination ID is absent/blank:
statusCode: 404
Response: {
  "error": "Invalid Destination. Please verify you are passing the right destination ID"
  • If ID is present:
statusCode: 200
  "entity": <entity_type>,
  "id": {
    "type": <id_type>,
    "value": <id_value>
  "data": {
  • If ID is not present in Redis:
statusCode: 200
  "entity": <entity_type>,
  "id": {
    "type": <id_type>,
    "value": <id_value>
  "data": {}

Use case

You can use the Activation API for real-time personalization. Once you fetch the user traits from your Redis instance via the API, you can pull them into your client application to alter the application behavior in real-time based on user interactions.

You can respond immediately with triggered, user-focused messaging based on actions like page views or app clicks and provide a better customer experience.

Real time personalization use case

Redis configuration

This section describes the settings required to set up a Reverse ETL connection from your warehouse (containing the project’s output table) to the Redis destination in RudderStack.

Redis connection settings
  • Address: Enter the public endpoint of your Redis database. You can find this endpoint by going to your Redis database and navigating to Configuration tab > General:
Redis database public endpoint
  • Password: Enter the database password. You can find the password in the Security section of the Configuration tab:
Redis database password
  • Database: Enter the database name.
  • Cluster Mode: Disable this setting if you haven’t set up Redis in a cluster.

Data mapping

RudderStack creates multiple Reverse ETL sources automatically based on your Profiles project. You will see separate sources for different id_served connected to the same Redis destination.

The following pb_project.yaml snippet shows the sources to be created. RudderStack syncs the customer 360 features to different tables in Redis indexed by id_served.

  - name: user
      - id_served: user_id
      - id_served: anonymous_id
      - id_served: email
      - id_served: cart_token
      - id_served: rudder_id


How do I generate a personal access token to use the Activation API?

  1. Log in to your RudderStack dashboard.
  2. Go to Settings > Your Profile > Account tab and scroll down to Personal access tokens. Then, click Generate new token:
New personal access token in RudderStack dashboard
  1. Enter the Token name. Set Role to Admin and click Generate.
Personal access token name and role
  1. Use the personal access token to authenticate to the Activation API.
Personal access token details
Save the generated token securely as it will not be visible again once you close this window.

Where can I find the Redis destination ID?

  1. Set up a Redis destination in RudderStack.
  2. Go to the Settings tab of your destination to see the Destination ID:
Redis destination ID

Questions? Contact us by email or on Slack